Re-engagement Emails: How to Win Back Inactive Customers and Reduce Churn Rate
Learn the best strategies to re-engage inactive users, restore their interest, and boost retention.
Bertagnolli Enrico
Not all customers remain active forever. After a certain period, many users stop interacting with emails, no longer make purchases, or forget about the brand. However, this does not mean they are lost forever.
Reactivation emails serve to:
- Win back inactive customers and encourage them to return.
- Reduce churn and improve retention.
- Identify the reasons for inactivity to optimize future strategies.
- Bring the brand back to the user's mind with personalized content and offers.
Let’s see how to structure effective reactivation emails to win back inactive customers.
1. When Is a Customer Considered Inactive?
Before sending reactivation emails, it is important to determine which customers are truly inactive.
Here are some criteria to identify the users to win back:
- They haven’t opened emails in the last 3-6 months.
- They haven’t made a purchase in over 6 months.
- They haven’t visited the website or interacted with the brand.
- They added products to their cart but never completed the purchase.
Segmenting these users and sending specific emails can increase the chances of reactivation.
2. Strategies to Win Back Inactive Customers
Reactivation emails need to be engaging, personalized, and include an incentive to encourage the user to re-engage.
Here are some effective strategies:
- A special offer: An exclusive discount can convince the customer to return.
- A personalized reminder: Remind them of their favorite products or items left in the cart.
- An update on new products or services: Show what has changed since their last purchase.
- A survey to understand inactivity: Ask for feedback from customers who no longer purchase.
- A sense of urgency: Offer a time-limited deal to prompt immediate action.
3. Example of a Reactivation Email
Here is an example of an email to win back an inactive customer.
Subject: [Name], we miss you! Here’s a gift for you
Email Body:
Hi [Name],
It’s been a while since your last visit and we miss you! To welcome you back, we have prepared a special offer just for you.
Get a 20% discount on your next purchase!
Use the code: BACK20 by [Expiration Date]
Don’t miss out on the latest news:
- Exclusive new arrivals
- Personalized offers
- An even better experience!
[CTA Button: "Discover Your Offer"]
4. Automation of Reactivation Emails
To maximize the success of reactivation campaigns, it is essential to automate the email sending process.
Here is a recommended sequence:
- Email 1 (After 3 months of inactivity): "We miss you! Here’s a special discount for you."
- Email 2 (After 1 week if no interaction): "Last call! Your discount expires in 24 hours."
- Email 3 (After 1 month if still inactive): "Did we do something wrong? Let us know with a short survey."
- Email 4 (After 2 months of inactivity): "If you no longer wish to receive our emails, please update your preferences."
This process helps reactivate users without being intrusive.
5. Mistakes to Avoid in Reactivation Emails
Avoiding certain mistakes can greatly improve the effectiveness of reactivation emails.
- Not offering a concrete incentive: A simple "come back" is not enough.
- Waiting too long to contact the user: The more time that passes, the harder it is to win them back.
- Sending generic emails: Personalizing the message based on the user's history increases conversion rates.
- Not allowing users to update their preferences: Some users want fewer emails, not to stop receiving them altogether.
Conclusion
Reactivation emails are fundamental for recovering inactive users and reducing churn. Offering personalized incentives, creating a sense of urgency, and automating the process help maximize results.
In our next article, we will discuss referral and word-of-mouth emails, a powerful tool for turning satisfied customers into brand ambassadors.
