Email re-engagement is necessary for many internet business owners who are dead set on increasing their company’s online exposure in order to attract as many new clients as possible. With a wealth of information accessible on topics such as developing efficient PPC advertisements and maintaining your business SEO-savvy, this is a wonderful step for companies trying to expand. However, acquiring new clients should not come at the expense of disregarding (or just forgetting) those who have already bought from you.
It costs five times more to attract a new client than it does to keep an existing one. As a result, sensible company owners balance their marketing plan to reach both populations and optimise their ROI. Include re-engagement emails in your marketing strategy as a low-cost approach to re-engage lapsed consumers.
What exactly is a Email Re-engagement?
A re-engagement email, also known as a win-back email, is sent to consumers a certain period of time after their last purchase, opened email, or other reference point in an attempt to persuade them to restart engagements with your company. Marketers are divided on the optimal time to send this sort of email—a suitable cadence will likely depend on your company’s industry and how often you connect with customers—but the general agreement is 16-60 days after the most recent reference point. While there will always be dead leads, research suggests that 45 percent of those who get re-engagement emails will open subsequent emails.
Different Approaches to Email Re-engagement
When creating the general tone and language for your re-engagement emails, you have various options. Here are a few regularly used methods:
Email Re-engagement with a Simple Question
An email with a simple query is often all that is required to re-engage customers—and, with shorter attention spans becoming the norm, shorter may be better. Inquire if the consumer would want to continue getting emails from your company, expressing your desire for them to stay. Avoid outright asking whether they want to STOP getting messages—from a psychology standpoint, suggesting a positive action rather than a negative one is more gratifying.
What is new? email re-engagement
A “what’s new” or “what you missed” email informs clients of any business developments or new product deliveries that they may have missed due to their lack of interaction with your company up to this point. The idea is to re-inspire and excite readers by reminding them of why they were first interested in your company while also displaying how it has grown and evolved. If possible, concentrate on adjustments you’ve implemented that may address the reason(s) they stopped connecting with your business in the first place.
Email re-engagement incentive
Giving consumers a cause to re-engage with those perks is a powerful strategy to promote extra sales. You display your appreciation for their business by combining such an incentive with a statement that you would love to have them again. Give lapsed clients a special discount, free rewards points, or even a modest credit against their next transaction to entice them to make a new purchase.
Emotional Influence Email Re-engagement
Sometimes merely appealing to your readers’ emotions is the most effective approach to convey your message. Many marketers utilise humour or grief (usually in a light-hearted manner) to pique readers’ interest and re-establish an emotional connection with the brand. Break-up emails with photographs of sorrowful animals are very common—you’ve probably received one or two in your own mailbox.
Email Re-engagement Feedback
You won’t always be able to determine what triggered consumer drop-off based just on statistics. A feedback email is a terrific approach to gather vital information and demonstrate to clients that you care about improving their experience in situations like these. While feedback emails are often used in feedback and review campaigns, they may also be useful as a last option in your re-engagement effort to understand how to bring consumers back on board.
Re-engagement Email with Urgent Action
Creating a feeling of urgency is another tried and true method for getting your consumers to act. This may be accomplished via an incentive offer (described above) with a short expiry date; but there are additional methods to encourage your clients to act quickly. Inform them that their account will be terminated shortly or that their email address will be removed from their list unless they act immediately—and be sure to explain why they shouldn’t want to be removed from your database.
Email Re-engagement Idea
While the methods outlined above are quite typical, there are other alternative techniques to re-engagement emails that are often used. But don’t be hesitant to attempt something new or out of the ordinary! You know your consumers better than any marketer, so consider what would especially appeal to them and persuade them to re-engage with your company.
Quick Tips for Writing a Successful Re-engagement Email
A relevant and well-thought-out plan is required to create a re-engagement email that has the potential to inspire lapsed clients. Here are a few basic measures you can take to guarantee your re-engagement campaign is successful:
Consider the following drop-off reasons: Have you received any negative feedback concerning your purchase process? Do your items just not need frequent replenishment? Do you send an excessive number of emails in general? Is your product addressing a one-time need? Put yourself in the shoes of the consumer and think about what would prevent them from engaging further, and then use it to guide the remainder of your approach.
Demonstrate your appreciation for your connections by doing the following: Make sure the overall content of the email indicates that you actually cherish your consumers, that you appreciate their continuous patronage, and that you want to make their experience with your company wonderful. Although it may be the primary objective of your re-engagement emails, don’t give the impression that you’re simply looking to make another buck off of them.
Make your copy unique: This is an excellent method to demonstrate your appreciation for your connections. To demonstrate that you are paying attention, address the email recipient by name and attempt to include references to things or categories they have previously browsed or bought. The more personalised your interactions are to each consumer, the more they will believe you care about them as individuals.
Provide an opportunity to opt out: Some clients just dislike getting emails. Others, sadly, have already decided not to buy from your company in the future and will not alter their minds. Always provide a “unsubscribe” option at the conclusion of your email to engender goodwill and eliminate unneeded friction (and to comply with email marketing laws).
Send a series of emails: With the predominance of email these days, you always face the danger of any emails you send being lost in an overflowing or seldom reviewed inbox. Consider building a drip series instead of a single re-engagement email prompted by inactivity. By include more touchpoints, you may reduce the likelihood that your emails will go unnoticed.
To summarise
Regaining lost consumers may be challenging, and you shouldn’t expect them to return in large numbers. However, by developing a well-thought-out re-engagement email plan, you may save time and money in encouraging new sales while also cultivating a more loyal and passionate client base.
Frequently Asked Questions
How do you write an engagement email?
Email engagement is determined by the interaction your receivers have with your emails. Email open rates, reply rates, click-through rates, and conversion rates are some interaction indicators. Email engagement is crucial for sales professionals and email marketers alike.
When should you send a reengagement email?
The most widely accepted recommendation from our experts was to wait a healthy 25–45 days before sending a re-engagement email.
How do you increase engagement rate in email?
The majority of top-tier marketers—nearly two-thirds—selected content quality as a key factor in boosting email engagement.
How do I reengage old email lists?
All you have to do is build a new segment list by returning to your list segmentation. You’ll be able to completely delete inactive subscribers from your lists by establishing this new list. Eliminating outdated contacts is an essential element of keeping a healthy email list.
What does re-engagement mean in business?
Re-engagement is the technique of showing consumers who have previously shown conversion intent via prior interaction advertisements. They are shown on websites and in apps, keeping businesses in front of bounced visitors in an effort to entice them back.
What is the difference between re engagement and reinstatement?
The term “reinstatement” compels the employer to treat the employee as if they had never been fired; in other words, the person is reinstated to their old position. “Re-engagement” compels an employer to re-hire a claimant in work that is equivalent to the job from which they were fired.
When should you send a reengagement email?
A suitable waiting time the most preferred choice was to wait 25-45 days before sending a re-engagement email. To re-engage individuals, you must first understand what caused them to tune out in the first place. It’s generally for one of the following reasons: Too many emails resulted in a low engagement rate.
How do you title a reconnection email?
Since each individual is unique, there is no ideal formula in this situation. Therefore, instead of approaching companies with established brands or templates, present yourself with flair by creating unique email subject lines that are specially targeted to the recipients.
