Re-engagement email templates

Keeping your customer retention rate high is significantly cheaper than acquiring new customers. What’s more, customers you’ve already acquired are more likely to convert again and again. In fact, according to Forrester, it costs five times more to acquire new customers than to keep existing ones happy (source). However, companies often invest much more in enticing new customers than in keeping current ones interested and engaged in the brand’s products.

Following this approach is a mistake that may cost your company unthinkable amounts of money. Harvard Business Review reports that the income for 65% of businesses comes from existing customers (source). The study by Forrester also states that companies lose $1.6 trillion a year due to customer churn. 

To make sure that your existing customers or subscribers are engrossed in interactions with your company, you can start a win-back campaign and send them re-engagement emails.

What is a re-engagement email? Why is it important?

An email re-engagement campaign is an email campaign targeting customers or subscribers who have been inactive. The goal is to remind them of the benefits that your products and services bring and prevent account cancellation.

It is a specialized campaign that aims to remind your customers about your brand and to motivate them to pay for your products or services once again. This kind of customer winning email communication may also seek to re-connect with email subscribers whose engagement is low or non-existent. After all, every subscriber could potentially become your customer, right?

Re-engagement email campaigns should only target inactive contacts. That’s why your first step should be identifying inactive contacts within your database. You also need to decide how long a contact should be inactive for to be included in the re-engagement campaign. The contacts you identify as inactive will be placed on a list that you will send a re-engagement email to.

There are multiple types of message that you can include in your emails to reactivate inactive contacts or previous customers:

• Asking contacts to update their communication preferences.
• Addressing possible concerns of your subscribers.
• Presenting special offers, discounts, or free items.
• Suggesting that they reactivate their subscription or unsubscribe.

Start sending your emails systematically then keep monitoring the open rate, bounce rate, and click-through rate. Continually analyze the results so that you can determine which contact groups require more attention.

5 re-engagement email template ideas

Re-engagement email template #1

Re-engagement email template #2

Addressing possible concerns of your subscribers email template

Asking a simple question re-engagement email template

Keep me on the list re-engagement email template

13 re-engagement email template subject line examples

• Still want to receive our newsletter? 
• Is this goodbye?
• We know that we messed up, but we can make it up to you!
• Hi [subscriber’s name]! Is it us, or is it you?
• Be honest with us [name]… We can’t wait any longer
• Do you miss us? Let’s reconnect!
• We need to talk
• It’s been [number of days] since we last spoke.
• It’s been a while. We’ve been counting the hours and the days
• [Percentage of discount] off your next purchase
• We miss you, [Name]
• Are we breaking up or what?
• Do you still want to hear from us?

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