What Is a Win-Back Email Campaign? (With Examples)

By Indeed Editorial Team

Published April 2, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Creating strong customer loyalty for your business may improve your sales by improving regular customer purchases for your firm. Win-back emails may provide a powerful marketing method to improve customer retention and offer many other benefits. Learning to write an effective win-back email may improve this process by helping you identify customer needs and write an email that meets them. In this article, we define a win-back email, highlight why they are essential, showcase a few times when you may use win-back emails and provide examples that may help you write your own.

What is a win-back email?

A win-back email is a marketing message sent to customers who have stopped opening your emails, purchasing your products or using your services. Companies send win-back emails to "win back" customers to their service and engage with them again. Some businesses may use a single win-back email with inactive customers or create multiple messages campaigns. A typical win-back email contains many elements to catch readers' attention. These elements include:

  • A friendly greeting: A win-back email usually includes a warm greeting that lets customers know you miss them. Proper greetings may make customers feel appreciated or remind them about your friendly services.

  • A brief message: After the greeting, a win-back email includes a brief message body that highlights their inactivity. The body may include sincere apologies or questions asking why a customer no longer engages with a business.

  • A few quality reminders: Some businesses may include reminders detailing a company's benefits or qualities to the customer. You may highlight any changes or updates you've made since the customer last visited you.

  • The rebate offer: Though optional, some win-back emails may include a rebate or sales offer to entice the customer to use their services again. These deals remain specific to win-back emails, giving readers a unique money-saving offer.

  • The call-to-action: End your win-back email with a call-to-action asking the customer to contact you or use your services. Emphasize your benefits in this section and include welcoming language that may appeal to your customers.

Though you may format your win-back email in other ways, integrating these elements may improve email effectiveness. A subtle approach may also work well, focusing not on manipulating the reader's emotions but simply reminding them why they previously worked with you.

Related: Best Email Design Practices and How To Use Them

Why are win-back emails important?

Win-back emails serve many purposes and may help your company. A win-back email or win-back email campaign may:

Increase customer loyalty

A win-back email may interest your past customers and create a higher sense of loyalty by providing money-saving deals. Integrating a free loyalty program offered in your win-back emails could help by encouraging your past customers to sign up and work with you again. Win-back emails may also make customers feel appreciated by showing them extra attention and boosting their loyalty to you.

Produce consistent communication

Win-back emails remind your customers of your existence and may remind them of experiences with you. As they read the email, they can learn more about your company's current operation and any changes that may interest them. This consistent communication helps expand their understanding of your company and may cause some people to work with you again, curious about your current services or products.

Enhance your branding

Companies creating a friendly and open brand may use win-back emails to enhance this branding. Focus on connecting with your customer personally and show them you genuinely care about retaining them. Customers may then identify your brand with that openness and friendliness and tell others about it. Some may even forward your email to friends, potentially increasing your marketing and branding spread.

Create a simple and inexpensive marketing design

Win-back email campaigns require little marketing money or time to create. Many companies create email templates that streamline this process and decrease its overall cost and time. You may run a win-back email campaign alongside other email advertisements, create automated win-back email services, or hire a win-back email marketing expert internally or externally.

Related: 4 Types of Internal Email Templates

When should you use win-back emails?

You may use win-back emails in many situations to enhance your company's marketing spread. Times you may use them include:

  • Three months since the last interaction: Sending your first win-back email three months after your customer's previous engagement gives them some time to think without overwhelming them. You may then send more win-back emails later, depending on your needs.

  • Updating email subscription lists: You may update your email subscription lists every few months and find people who haven't interacted with your company. Send out win-back emails to these individuals and remove people who haven't interacted in over six months to streamline your list.

  • Creating new marketing campaigns: Companies creating new marketing campaigns may use a win-back email as a reset button on previous advertising packages. Win-back emails give companies a new campaign starting point they can build on with future emails.

  • Expanding your offices or service locations: If you plan on building new offices or expanding your service range, win-back emails may help. They can identify these changes and let customers know about other service destinations near them.

  • Adding new services or products: A win-back email informs your customers about these changes when adding new services or products to your company. Some companies may send this win-back email with more recent customers to improve their marketing spread.

Sending win-back emails at these times helps refresh your customers' memories and keeps them interested in your business. Email frequency may vary depending on customer engagement, as multiple win-back emails may work more effectively over a long period than a single win-back email does. This increased effectiveness occurs because multiple emails create more name recognition through repetition.

Related: 5 Email Pitch Examples (With Tips for Writing Them)

What are some strategies for creating win-back emails?

When writing win-back emails, you may use these tips to improve their effectiveness:

  • Keep it simple: Use simple language and email designs when writing and sending win-back emails. Customers may find simpler designs easier to read and understand more quickly and minimize confusion.

  • Integrate graphical elements: A few simple visual elements may make a win-back email seem more professional. These items may include coupon pictures near your rebate offer, heart graphics near the greeting and branding logos in the email header.

  • Use cute animal photos: Cute animal photos, like puppies, kittens or baby elephants, may improve your win-back email. Cute animal photos may create what marketers call the "aww" factor or positive emotions that may linger while customers read your email.

  • Make your email about the customer: Address the customer during the email and make the email focused on serving their needs. Doing so may help engage the reader and make an email more effective by showing the customer you care about them.

  • Keep your calls-to-action subtle: A subtle call-to-action helps customers engage with your email without feeling like they're reading an advertisement. Subtle calls-to-action can make an email seem designed for that reader.

Integrate one or more of these tips to create professional and friendly win-back emails. Customers impressed by an email's professionalism, creativity and rebate offer may find themselves interested in using a company's services again.

Related: 13 Email Marketing Tips To Boost Your Strategy

What are some examples of win-back emails?

Here are three win-back email examples you can use when writing one for your business:

A reminder email

This win-back email showcases business changes and highlights them for the customer. You may use this example as a guide when updating your services or products:

Hey there,

We noticed you hadn't visited us for a while. Here are a few things you may have missed since then:

  • We upgraded our backpacks to include three different color variations.

  • You can now get free shipping on orders over $100.

  • Our service expanded to a new office in Johnstonville.

  • We got named "Company of the Year" by Business Magazine.

  • New blogs highlighting DIY tips for your next home renovation.

Here's a 10% coupon off your next purchase, simply for reading this email. Come on in and check us out any time. We're always ready to help you. We hope to hear from you again soon.

Product recommendation email

A product recommendation email uses your customer's shopping history to suggest a product they may enjoy. These emails often include sale items that customers may be more likely to buy. Use this example when writing your product recommendation email:

Hey friend,

It's been a while since you opened one of our emails. We get it, life is busy and you don't always have time to check out our product offers. But we think you'll really like this item, carefully selected from our catalog:

Smith Beef Jerky

[Include product pictures, with description]

Not sure if this product is right for you? Try out our Product Finder tool to search for an option that works for you. Don't forget to use this 15% off coupon on your next purchase.

Customer review email

Some companies send customer reviews in win-back emails to highlight a company's service quality. These emails often include social media screenshots to showcase the review. This format may include:

It's been a long time since we've heard from you. This makes us sad, but we know we can impress you on your next purchase. Here's what our customers have to say about us:

[Include multiple social media photos or review quotes from online sites)

Why not check out our store to see why all our customers are so satisfied?

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