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.
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.
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.
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.
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.
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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