Win-back email templates

Customers are most engaged with a business the very moment they make their first purchase or sign up for a newsletter subscription. Regardless of how compelling your range of products is or how good the customer experience you provide is, both customers and subscribers will eventually stop engaging with your business.

This doesn’t necessarily have to be a result of something being wrong with your marketing strategy – it’s simply a natural process of disengagement.

So, does this mean that you should just let your loyal clients or followers move on, perhaps to your competitors, without trying to fight for their attention? Of course not! Considering that it’s about five times less expensive to retain an existing customer than it is to acquire a new one (source), win-back emails should be an essential part of any effective marketing strategy.

Win-back email templates
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What exactly is meant by a win-back email?

A win-back email is a message, or series of messages, that are sent to disengaged customers in hopes of convincing them to return to your online store to make a purchase or re-engaging them with your email campaigns. To give yourself the best chance of success in winning back such clients, it’s crucial to offer them some kind of special discount or added value that will make them more interested in your company once again.

Retaining a customer won’t be achieved by sending out just one email. Regardless of how great your offer is, the recipient might just use the incentive discount to get themselves a great deal on a one-off purchase before disengaging again. Instead, it is recommended to send multiple emails in order to complete the process of re-engagement successfully. The first email should contain the previously mentioned discount or added value, followed up by another message that reminds the client about all of the great benefits or features that your business has to offer them.

Sephora win-back email
A win-back email from Sephora

Finally, if the customer is still not re-engaged with your brand then it’s probably time to let them go and clean up your email database accordingly. Thus, you should send them a final message to let them know you’re removing them from your email list while providing them with one more chance to re-engage.

Win-back email subject lines 

  • It’s been a while! Shop with us again with a  [X]% discount off everything
  • Where have you been? We miss you! Come back, we’ve got a great deal for you
  • Here are [X] reasons why you should continue to shop with us
  • Everyone at [company] misses you! Here are the top [X] reasons to stay on our mailing list
  • Let us know if you still want to hear from us again
  • Breaking up is hard, but it’s still not too late to make things right!

Win-back email templates

Win-back email template 1 – offering a discount


Hey [name],

We’ve noticed that you haven’t made a purchase for a while, and we miss you!

There’s never been a better time to start shopping with us again, because we’d like to give you a special discount of [X]% off everything in our store.

To benefit from these reduced prices, just enter the following code at checkout:

[Discount code]

There are lots of great new products available that we’re sure you’ll find interesting. Check them out below!

[Images of products with prices]

See you soon,
[company]

Win-back email template 2 – informing about reasons to stay


Hi [name],

You may have noticed the discount coupon that we sent to you recently. Don’t worry – it’s still not too late to use it!

If you’ve already made a purchase, feel free to enter the same code at checkout again for another [X]% off your next purchase with us:

[Discount code]

We hope you enjoy using your new products, and we hope to see you return to our online store again in the near future. Here’s what we can offer to keep you coming back for more:

Reason 1
Reason 2
Reason 3…

Feel free to contact us with any questions or comments.

Best,
The [company] team

Win-back email template 3 – removal from subscription list


Dear [name],

We’ve been in touch recently with a discount code for [X]% off your next purchase at [company], which you can find below and still use:

[Discount code]

As we haven’t heard back from you, and you haven’t made a purchase for a while, we are wondering if you’d still like to receive emails from us. Choose your response below:

[Keep receiving emails]
[Send fewer emails]
[Unsubscribe]

It would be great if you’d like to stay in touch with us, but if you do decide to unsubscribe now we’ll always welcome you back with open arms.

Kind regards,
[Name] from [company]

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Frequently asked questions

Do I have to include a discount offer in a win-back email?

The entire reason for sending a win-back email is to provide some offer or added value that will encourage previously loyal and interested customers or subscribers to re-engage with your brand’s offerings or content. One of the best ways to do this is to simply offer them a substantial and unique discount. 

Don’t stop here – it’s also important to remind them about all of the reasons why they should keep coming back to your store, and this kind of email should also offer a discount in order to maximize its impact. Finally, the last chance win-back email with an un- or re-subscription option could also contain a discount that will tempt customers to return to your store at the last opportunity.

How many win-back emails should I send?

You should send one email offering a discount to encourage the client to come back to your shop. Even if they use this voucher to make a purchase, it’s still advisable to send another message that outlines the best reasons for being a loyal customer to your company to reduce the probability of them becoming disengaged once again or just capitalizing on the discount to make a one-off purchase. Finally, if the recipient doesn’t return to your store, respond or open your previous emails, then you should send one last message asking if they would prefer to be removed from the email list. This will help you consolidate your database of subscribers and allow you to concentrate on better leads.

What if someone doesn’t reply to my last win-back email?

You may send one more email after about a week, just in case your last message got lost in their inbox. Any additional messages that you send after a database removal email should highlight your product’s value. If you still don’t get a response, then it’s probably best to forget about this former customer and move on.

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