This article was originally published on WebEngage.
Your relationship with your customers has its ups and downs.
Like any relationship, they’re excited to read emails and check updates at the beginning. After some time, they get bored and forget your brand altogether.
This isn’t something new.
In fact, Marketing Sherpa found that at any given time approx 75% of your email subscribers will be inactive. In addition, an average email list decays by 25% every year.
So why do customers disengage? Survey says that some might feel overwhelmed by the number of emails you send. Others aren’t impressed when emails aren’t optimized for mobile. Or you might not be sending targeted emails. Your competition or a user’s change of location could also be a factor.
Whatever the case, a dead email list isn’t good for your brand. Inactive subscribers mean lower engagement rates, which hurts inbox placement. In short, your promotional emails might end up in the spam folder.
But it’s not a hopeless scenario.
You can launch a win-back email campaign to re-engage with your inactive subscribers for one last time.
But before getting into the framework,
What exactly is a Win-back Email Campaign?
Win-back email campaigns are series of highly personalized and targeted emails, sent to dormant or churned customers. The objective of win-back email campaigns is to win those lost customers back by getting them to interact with your curated emails, call-to-actions and other communications.
You might ask here that since the user has already abandoned your website, why bother bringing them back?
A very common fact about user acquisition vs retention debate is that it always costs more to acquire new users than to keep them. Hence, it’ll be far less costlier to rekindle these users than to acquire new.
The Win-back Email Framework – A 4-part Email Sequence
By following this 4-part email sequence, you’ll be able to create an effective win-back email strategy by nudging your users in 4 different ways. This will increase the likelihood of them returning and reengaging with your brand, at some or the other stage.
So let’s have a look.
1. Remind your Users of your existence
The 1st mail in your win-back email campaign should talk around reminding your users that you exist. Remind them of their past interaction with your brand, past purchases, etc. Say you miss them and try to re-establish an emotional connection. You don’t necessarily have to sell here. Rather give some updates regarding your platform or any new products added.
2. Offer Incentives
In your 2nd mail, try bringing the above context of reminder here (for those who didn’t take any action in your 1st mail) and tag an incentive to it – a bundled offering or a discount. This will be the most potent email in the entire sequence; hence, your incentive need to be really compelling and relevant as per the past behaviour of your customers.
3. Press them for Feedback
At this stage, you can fairly assume that your users, who are still in this segment, do not want to continue their association with your brand. Now, underlining this assumption will be important in your 3rd mailer as depending on the way you frame this context, it might compel your users to give you a feedback on why they want to dissociate with you. Which is why you’re writing this email in the first place.
And once you’ve underlined it, only then bring the context of feedback. Throw in some emotional words like, “we want to get better” or “you can help us at least serve others better” and ask for a feedback. It’d also be ideal if you keep your feedback questionnaire crisp and concise.
4. Last Chance Email & Unsubscribe
Finally, when all is said and done, in the 4th mail, make a last-ditch attempt to get them back by saying something like “how sorry are you to see them go and if there’s still something that you could do to get them interested again”, then acknowledge their intention of dissociating with you, by saying something like “you understand and respect their decision” and then finally give them the unsubscribe CTA. It’ll be good if you also assure them that after unsubscribing, they won’t receive any communications from you.