It’s inevitable. As an association, at some point, you will lose a member. They may have been unhappy with your product or service, or they may have simply found a better deal from one of your competitors. Whatever the reason, it’s important to know how to win them back. In this blog post, we will discuss win back email campaigns and how to re-engage lapsed members on your email list.
What is a win back email?
A win back email is a message sent to customers who have stopped engaging with an organization in an effort to rekindle the relationship. Win-back emails typically include special offers or other incentives to encourage customers to return. In some cases, they may also include information about new products or services that the customer may be interested in.
While win back emails can be effective in winning back some customers, they are not always successful. In some cases, customers may have had a negative experience that cannot be undone with a simple incentive. In other cases, the customer may simply no longer be interested in the organization’s products or services. Nevertheless, win back emails can be a valuable tool for organizations that are looking to reconnect with their lost customers.
How to determine if a customer needs to be won back?
There are a few different ways to determine if a customer needs further nurturing.
- The first is to simply look at their engagement history. If they have not opened or clicked on any of your emails in the past six months, they are probably a good candidate for a win back email.
- Another way to determine if a subscriber needs additional nurturing is to look at their purchase history. If they have not made a purchase in the past six months, they are likely inactive.
- Finally, you can also look at their web activity. If they have not visited your website or logged into their account in the past six months, they are probably inactive.
Once you have determined that a customer is inactive, you can begin planning your win-back email campaign.
Why should you consider sending a win back email?
Studies show that customer acquisition costs five times more than retention so your organization should always be focused on bringing lapsed members back instead of remaining laser-focused on gaining new ones. Not only is a win back cheaper, but it’s also easier because you already have a relationship with the lapsed member. You just need to rekindle it.
When sending a win back email to a customer, there are a few key things we’ve heard from other “best practice” approaches to keep in mind in order to maximize the chances of success.
- First, it’s important to personalize the email as much as possible and address the customer by name.
- Second, the email should be short and to the point, highlighting the benefits of staying with the organization.
- Third, it’s crucial to include a compelling offer that will incentivize the customer to stay.
- Finally, be sure to include a call to action that is clear and easy to follow.
Sounds simple, doesn’t it? Does it sound like what you’re already doing and it’s not working? Here’s the problem. Your customers expect this approach and more than likely are receiving the same approach from other organizations they belong to. Here’s the solution, take a more creative and conversational based approach.
Think about what would make *you* want to come back to an organization you’ve left. Not sure? Here’s some ideas we’ve seen work well in the past:
- Conversation-based connection points. How does my organization connect with the individual user? Where can they go to provide feedback on the things you may not be doing great at and who can they talk to when they need that personal connection? How do I connect this person to that person?
- Empower your staff. Every touch point is important when winning a customer back. Empower your staff with the ability to make decisions on behalf of the organization. This could be as simple as a $25 credit that they can give to an unhappy customer or a free month’s membership.
- Don’t forget about social media. Social media is a powerful tool and should not be underestimated. Use it to reach out to customers who have lapsed and try to win them back.
Winback email strategies to win over your customers
When planning a win-back email campaign, it is important to keep a few things in mind:
Captivate subscribers through your subject lines
Have you ever scrolled through your inbox, only to quickly delete most of the emails that you see? If so, you’re not alone. In today’s age of constant digital distraction, it can be difficult to get people to pay attention to your win back message. However, there is one tool that can help make your message stand out: the subject line. A well-crafted subject line has the power to stop someone in their tracks and entice them to open your email. In fact, studies have shown that even small changes to a subject line can significantly improve open rates. So, if you’re looking to win back your audience’s attention, start with your subject lines.
Examples of captivating subject lines that are sure to get your email opened and read:
- “We miss you!”
- “It’s been too long!”
- “We’re sorry for what happened…”
- “We’d love to have you back!”
Each of these subject lines communicates a different message, but they all convey a sense of warmth and gratitude that is sure to resonate with your recipients.
Experiment with more than one email when creating your win back campaigns
Whether you’re trying to win back customers or simply want to improve your customer retention rate, email drip campaigns are a great way to stay top of mind. But with so many different options and strategies out there, it can be tough to know where to start.
One approach is to send a series of emails over the course of a few weeks, each with a different message or offer. For example, you could start with a general update on what’s new with your organization, followed by a coupon code to renew at a discounted rate. Another option is to segment your list and send different emails to different groups of people. For instance, you could send one email to customers who haven’t been active in 6 months, and another email to customers who haven’t logged in for 12 months. Finally, you could also try A/B testing different subject lines or calls to action in your emails to see what gets the best response.
Add irresistible content to your win-back copy
Your win-back copy is your chance to show your former customers how much you appreciate their business. Here are a few examples of how you can add irresistible content to your win-back copy:
- Thank them. A simple thank-you goes a long way in showing your appreciation. Be sure to mention specific ways that their business has benefited you.
- Offer a discount. Everyone loves a good deal. By offering a discount, you show that you value them and want to win them back.
- Share success stories. Share stories of how other organizations have benefited from working with you. This helps to build trust and shows that you’re the authority in your industry.
- Highlight customer testimonials. Others testimonials are a great way to show social proof and build trust. Be sure to choose testimonials that highlight the results your organization has helped others achieve.
Bring back your customers with win back emails
By now, you should have a few ideas about how to create more powerful connection points in your win back email campaigns. Conversation-based connection points are key to driving customer engagement and sales. Empower your staff with the tools they need to connect with customers on a personal level. Don’t forget about social media when creating your campaigns – it can be an extremely valuable tool for reaching subscribers who may not open your emails. Finally, don’t be afraid to experiment with different types of content and copy when crafting win back campaigns. Sometimes the most irresistible content is hidden in plain sight, waiting to be discovered by returning customers. How are you approaching your win back email campaigns? What strategies have been most successful for you? Let us know.