If you've noticed that some of your once-enthusiastic customers are now ignoring your emails, you're probably wondering how to get their attention back. Losing even a small percentage of repeat clients can really hurt your revenue.
But don't worry, there's a solution: winback emails.
What are winback emails?
Winback emails are designed to re-engage your customers and get them buying from you again. The goal is to win them back and get them interested in your business again. If your winback strategy works, they'll open your email and take action by reaching out to you or making a purchase.
Winback emails are a crucial part of any marketing strategy. Most customers go through ups and downs with the companies they love. There are times when they're really engaged, visiting your website and placing lots of orders. But then there are slower periods where they're not as active. Sometimes, their disengagement has nothing to do with your business. They might just not need your products or services at the moment. Other times, they might be waiting for a little nudge to come back to your company, which you can provide through a well-crafted winback email.
What are the benefits?
The main benefit of running a winback campaign is that it helps you maintain your customer base. If customers stop reading your emails, visiting your website, or making purchases, your revenue will start to decline. But with an irresistible winback campaign, you can gently pull them back in and avoid losing them to your competitors.
When should you send winback emails?
Let’s talk about why subscribers stop opening emails. There are a few common reasons for this:
- You're sending too many emails and overwhelming them.
- Your emails aren't tailored to their interests.
- They don't currently need your products or services.
- Your emails are ending up in their spam folder.
- They're no longer using the email address you have on file.
Related: Create a segment of contacts by choosing specific criteria
But how do you know when it's time to send a winback email? Well, that depends on your business. Some businesses can wait longer before starting the winback process, while others should start within days or weeks. Here are a few examples to guide you:
- Within one week: If you have a one-on-one relationship with the recipient and you're expecting a quick response about a service you're helping them with.
- Within 90 days: This is a good timeframe for retail and e-commerce businesses. If a customer hasn't opened your emails in 90 days, it's time to send a winback email.
- After 120 days: At this point, you risk losing the customer. Send a compelling winback email to bring them back.
- After 150 to 180 days: If a customer hasn't read your emails in six months, they're probably no longer interested. You can try one last contact, but if they don't respond, it's best to remove them from your mailing list.
How do you create a winback strategy?
First, you need to determine your objectives and how they align with your customers' needs. Not every winback email needs to result in a sale. Maybe you just want to confirm that the customer still wants to hear from you or update their email preferences. Make sure your goals are tied to your customers' prior interest or engagement with your company.
Once you've set your goals, you can determine the best time to send your email. Most people check their emails in the morning, at lunchtime, and after work. You can send your email during those times or customize it to fit your needs.
One important thing to note: if you're trying to win back a customer who abandoned their cart on your website, time is of the essence. The longer you wait to send a winback email, the more likely they are to forget what they were trying to buy. So, make sure to send out your abandoned cart email within 24 hours of their visit.
Related: Create an automated abandoned cart email for your Shopify or WooCommerce customers
Here are a few tips for creating a solid winback email strategy:
- Personalize your emails: Customers can usually tell when they receive a generic email. Try to tailor your emails to their tastes and interests.
- Use A/B testing: If winback emails are new for you, try different styles and templates to see what works best.
- Try email sequencing: Sometimes, you may need to send a couple of emails before your customer takes an action. It's all about gradually introducing different types of value to them over time.
- Spice up the messaging: Try injecting some humor into your emails to lighten the mood and grab their attention.
- Entice them with incentives: Who can resist saving a few bucks? Offer coupons, discounts, and gifts.
- Include social proof: If you've received some stellar reviews from other customers, share them! It's a great way to build trust and encourage clients who might not be familiar with your company.
- Keep an eye on your deliverability rates: Make sure your winback emails are actually reaching your clients' inboxes and being opened. If an email fails to deliver, the customer might be inactive, so it's best to unsubscribe that client to avoid any email domain penalties.
How do you know if your strategy is working?
Measuring the results of your winback campaign is pretty simple. Customers who respond, read your email, or take action are showing interest in your company. If a customer doesn't respond, you'll need to make a decision. You can keep them on your mailing list a bit longer or remove them to protect your company's reputation.
Related: Find your least engaged contacts using segmentation
Sometimes, your winback strategy might not give you the results you want. Maybe the recipient had a bad experience or they're just tired of receiving emails. If you get any complaints, address them positively. And if someone wants to unsubscribe, remove them from your list and confirm it.
If a customer doesn't respond within your timeframe and you get a delayed reply, don't ignore it. Sometimes, people miss important messages. If they want to take advantage of a sale that's no longer happening, it's up to you whether to honor the discount. Keeping valued clients happy is important.
When customers reply or take action, use that opportunity to ask for feedback. You can send a short survey after a purchase or a follow-up message. The better you understand your customers, the more effectively you can meet their needs in the future.
Every business is different and winback campaigns can apply to nonprofits, as well. Tell us about your business and strategies you've used to reconnect with your lapsed contacts!
