9 re-engagement emails that won us over for good
- Updated on: 2017-07-13
- Read original article here
9 re-engagement emails that won us over for good
December 14, 2015 McKenzie Gregory
Share this Article
Boost your email marketing engagement with a win-back campaign
You’ve tried everything.
You’ve used different subject lines, experimented with send times, mixed up your content… and nothing. Your subscriber still won’t engage with your emails.
That’s when it’s time to launch a re-engagement campaign. According to a study by Salesforce, 63% of marketers surveyed said that re-engagement campaigns are “very effective.” And a study by Return Path found that 45% of recipients who received win-back emails read subsequent messages.
By sending your inactive subscribers a re-engagement email, you’ll not only see who’s still interested in your brand – you may even generate some immediate sales! And worst case scenario, you’ll be able to clean up your email list. It’s really a win-win. So for inspiration, here are a few awesome ways different brands have approached the re-engagement email.
1. Missguided
This email from Missguided (a women’s retail brand) is a classic re-engagement message. The basic idea is, “You’ve stopped clicking on our emails and visiting our site, so here’s a juicy offer to win back your loyalty and your business.” It’s a tactic utilized by a lot of brands because it really works. Sometimes all it takes to win back lost subscribers is a cute, casual message that shows you’ve been paying attention to them – plus a little bonus, like free shipping or a discount.
2. Boulevard Brewing Co.
Sending a re-engagement email like this one from Boulevard Brewing Co. is a great idea when you’ve gotten a little lax about your sending. If you haven’t been in contact with your subscribers in a while, it’s a good idea to make sure they still want to hear from you. Remind them why they signed up, then ask for their permission to remain in their inbox. And bonus points for using clever CTAs like these!
3. Office
Sometimes it might not even be that your subscriber has lost interest in your brand – it’s that you’ve been sending them content they don’t want! A whopping 56% of people unsubscribe from emails due to content that’s no longer relevant to them (Chadwick Martin Bailey). So be sure you’re giving your subscribers exactly what they want by simply asking for their demographic information (like gender) and email preferences.
4. Starbucks
This email from Starbucks is pretty tricky – by offering something as enticing as a free birthday treat (who doesn’t love to feel extra special on their birthday?), the brand manages to get more precious data from their inactive subscribers. That additional information helps them send even more relevant – and therefore more effective – emails, plus it draws those people back to their website, where they might be compelled to make a purchase.
5. Yumi Kim
This one’s especially great because of the preheader text which, if this were being viewed on a mobile device, would appear directly under the subject line. There’s also a great free shipping offer, and the brand blatantly tells this segment that if they don’t respond, they’re going to be removed from their list. It’s a bold move that creates a sense of urgency for subscribers to act fast so they don't miss out.
6. Kate Spade
And maybe it’s not your email content that’s the problem, but where it’s landing. Kate Spade felt like too many of their emails were getting lost in the Gmail Promotions tab, so they simply asked subscribers to move them to Primary to put them front and center in the inbox.
7. JetBlue
One of the best ways to win back lost subscribers is to remind them why they subscribed in the first place, then ask them what you can do better. We absolutely love the way JetBlue broke it down in this email; they gave subscribers the option to keep things the same, change their preferences, or unsubscribe entirely.
8. Not On The High Street
This email from Not On The High Street had a similar strategy: By offering subscribers every possible option (which in this example include a discount, following your social channels, updating preferences, and unsubscribing) for engaging with you, you’ve done everything you can to retain their interest and loyalty.
9. David Lloyd
And if all else fails, play the emotion card – you’ll be amazed at how great of a response you can get. Who can say no to a sad, crying teddy bear that's trapped out in the rain? Is it emotional manipulation? Maybe. But pull on your subscribers’ heart strings and watch your engagement soar.
If people do choose to unsubscribe from your emails, don’t miss out on the opportunity to engage with them via different channels. After all, marketing is all about creating multiple touch points.
When someone unsubscribes from Hubspot’s emails, for instance, they’re directed to this video. Not only is it super hilarious (our department was cracking up when we first saw it), it also directs you to different ways you can continue to engage with the brand.
About the Author
McKenzie Gregory is a content writer on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.
Previous Article
What Star Wars taught us about email marketing
The Force is strong with this one. …which one, you ask? Email, of course. It’s one of the most powerful to...
Next Article
A simple email strategy that drove phenomenal holiday sales
Where State Pride Meets Quality. That’s the tagline for retailer Volunteer Traditions, and it couldn’t be ...
×
Get our latest content straight to your inbox
Email
Thanks! You'll hear from us soon.
Error - something went wrong!
›
How an inspiring nonprofit funds hope with email marketing
To Write Love on Her Arms, a nonprofit organization, raises the majority of their funds with an e-commerce store and smart email marketing.
Read Article
Back to the basics: Growing your email list
One of the most intimidating challenges you’re going to face as an email marketer is growing – and maintaining – a sizable, quality email list.
What metrics really matter in email marketing?
How to hone in on the email metrics that drive success for your business.
Read Article
How Vans Warped Tour uses email to connect with fans
Alongside their more general event emails, their team capitalizes on content that helps foster a larger sense of community among Warped Tour fans.
5 tips for writing effective email subject lines
Quick tips for writing the best email subject lines and getting higher open rates.
Read Article
Spotlight: Nashville Girl Geek Dinner
The Girl Geek Dinner is a global, monthly meetup aimed at inspiring and encouraging women in technology careers.
Q&A with the Chief Brand Officer at Orangetheory Fitness
At Marketing United 2017, Emma's Chief Product officer interviewed Kevin Keith, Chief Brand Officer at Orangetheory Fitness.
Read Article
9 key stats about the current state of marketing
Free slide download: Identify current pain points in your marketing program, advocate for new (and smarter) strategies, and make a case for email marketing.
Expert tips from top university marketers
University marketers share their best digital marketing tips, from email to brand control across departments.
Read Article
Moving beyond the basics of email automation
You have the email automation essentials (like welcome and birthday messages) down. Now, let's explore more advanced automation capabilities and what they can mean for their business.
7 of our all-time favorite travel email examples
Get email design and strategy inspiration from top travel brands.
Read Article
New features: a new Segment Builder and content blocks 2.0
We’re always enhancing and improving your Emma account, so you can get your work done and hit your goals faster than ever. Here’s a look at the latest and greatest...
Read Article
Have more informed and efficient customer conversations with our Zendesk integration
Emma’s Zendesk integration gives supporters access to a customer’s mailing activity and list subscriptions from Emma, resulting in more informed conversations with your customers and speedier interact
Read Article
Why is permission important in email marketing?
Learn how to create a permission-based relationship with email marketing subscribers – and why it matters in the first place.
Read Article
Check out our first-ever industry report!
In our 2017 Email Marketing Industry Report, we surveyed nearly 200 marketers and interviewed over 25 industry leaders to learn what makes today’s marketers tick.
Read Article
How Patina Restaurant Group creates exceptional inbox experiences
See how they use relevant, personalized email marketing to increase revenue and keep guests coming back time and time again.
Read Article
Email showdown: Cavs vs. Warriors
Find out who does the best email marketing when the top two teams in the NBA square off in the inbox.
Read Article
How to create an engaging email design
Learn how to take plain text, images, and links and compile them into a beautiful (and effective) email in our drag & drop editor.
Read Article
Meet the newest staffers at Emma!
We’re continually adding new staffers to our roster of developers, salespeople, supporters… you name it! Here’s a snapshot of the newest Emmaricans to join the team.
