If you’re interested in creating a winback email campaign, here’s how to get started:
For the average business, there's no set number of days or months after which an email address and the customer who uses it are considered inactive. Labeling an email address active or inactive depends on how often the company expects customers to interact with their business.
For some businesses, inactivity may come as soon as a few weeks, but other companies may wait several months before engaging their customers with a winback email campaign. Business owners must examine their sales data and the interaction rate for their most loyal customers and add emails to their inactive list regularly.
2. Determine when to send emails
Email marketing best practices for winback campaigns suggest that emails should go out once every 3 months to email addresses that haven’t engaged with the company. As more time passes, it becomes increasingly difficult for a business to maintain a personal and trusting relationship with the customer.
Adding inactive customers to the automated message flow at three-month intervals should give the customer a gentle nudge at just the right time. It’s not too soon that the recipient might feel overwhelmed by the amount of communication, and it’s not too late that the customer might have trouble remembering why they signed up for emails in the first place.
3. Write compelling copy
Half the battle in communicating with customers is getting them to open an email. The other is ensuring you hold their attention and inspire some positive reaction when you write an email. Guidelines that may help you get the most out of your customer winback campaign include the following.
4. Include a CTA
Don’t just tell your customers about your company. Inspire them with a simple and clear call to action (CTA). Your CTA is the point at which you use direct and straightforward language to inspire someone to do more than read an email. Consider the following.
- Employ strong declarative statements
- Consider emotional and enthusiastic words
- Make readers feel FOMO (fear of missing out)
- Give your customer a solid reason to click
Remember: Don’t try a hard sales pitch with your call to action. You’re not trying to sell them using the CTA. Instead, you’re trying to get them to take action. It's best to avoid pressuring the reader with heavy sales tactics, so let them know what they might miss if they don’t click now to learn more.
Winback email examples
Consider the following winback campaign examples to encourage more customers to interact with your company. You can try anything, from a discount code to a customer survey, to inspire disengaged customers to do more than read and delete.
So, how did we do? We know it’s been a few months, but we want to make sure you love your new cookware. Is there anything we can do to improve? What would you like to see with our future releases? Fill out this quick survey, and you’ll help us make great new cookware and even score a discount.
This year, we’re introducing an amazing new line of swimwear, and now is your last chance to get the color and size you want from last year’s line with our excellent discounts. Help us celebrate the arrival of summer and our new suits with a look at our previous bestsellers. Don’t wait; the new line drops this month!
Did you forget? It’s our anniversary sale this month, and we’re offering valued customers like you the chance to save on our best-selling health and beauty products. Don’t miss out on our anniversary discounts. Visit our website today and help us celebrate 25 amazing years.
We haven’t seen you around in a while! We’d love for you to see what we’ve been working on, and we’re offering you 20% off any purchase when you come back. Use the code GET20NOW to receive your discount. Your code expires in 30 days, so don’t wait to check out our brand-new products.
We hope you love the yoga mat you purchased from us last season, but did you know we’ve already sold more than 100,000 yoga mats from our newly released line? Good things don’t last forever, and there’s a chance we’ll sell out soon. We want to help you upgrade your yoga experience. Come back, explore our new equipment, and take your yoga to the next level.
We don’t want to bother you, but we noticed you haven't visited us in a while, so this is just a quick note to make sure you’re still interested in receiving our emails. We want to share all of the amazing things our company is doing to improve the lives of our customers, but only if you want to hear all the details. Please let us know whether you’d like to continue receiving our emails or whether it’s time for us to part ways with an unsubscribe.
Best practices for winback emails
Customers don’t want to read a novel when they open your sales email. They want to get to the heart of the matter to decide whether to click, call, or stop by your business. With that in mind, consider these simple email marketing best practices to help you re-engage a lost customer.