Existing customers convert at a higher rate and with a higher average order value than new customers. That is an excellent reason to attempt to reintroduce them via email. However, what should those email messages contain? The following seven tips will assist you in creating irresistible win-back email campaigns:
1. Make them an offer they can’t refuse
Create an enticing offer based on your customers’ priorities. For instance, customers who place large orders on a regular basis may be enticed by free shipping on any size order. Another possibility is to instil a sense of urgency. Create deal deadlines to entice customers to return sooner rather than later.
2. Add a personal touch
Include content that is relevant to customers, such as product recommendations based on previous purchases, relevant offers, and emails triggered by their behaviour.
3. Appeal to the FOMO
Fear of missing out (FOMO) is no laughing matter! If customers haven’t visited your site in a while, you should email them to inform them of any updates and to reintroduce yourself to them.
4. Ask customers to update their email preferences
Individuals evolve, and their email preferences do as well. If you notice a group of customers has been inactive for an extended period of time, send them an email requesting they update their preferences. It’s an excellent way to re-engage customers. Are you stumped as to how to phrase it? Inform them that your emails are going unopened, explain what customers are missing, and encourage them to update their preferences. If they unsubscribe, you’ll eliminate an email address that was previously having a negative impact on your campaign’s open rates.
5. Segment your list
Prior to launching your win-back campaign, segment your email list to identify customers who haven’t opened your most recent messages. This way, you can be certain that you are communicating with the correct customer. For instance, if you’re emailing a group of customers who’ve had a negative experience, you can tailor your message to say something like “Give us another chance” or “We’re sorry — and we’re prepared to make it right.”
6. Use a strong subject line
Your win-back email is only as good as its subject line, so spend the time necessary to craft a brief, succinct one. To reclaim your customers, appeal to their emotions and tug at their heartstrings.
7. Vary your content
One of the most effective ways to retain customers is to keep them from leaving in the first place. It’s best to send a variety of emails to accomplish this.
Customer emigration is a fact of life. However, by following these tips, you can create compelling win-back email campaigns that entice them — and their business — to return to you.