Is your e-commerce business facing a loss of subscribers? Are the once-active customers leaving your online shop never to return? If your answer is yes, then you need a win-back email series to fix this churn. Win-back or re-engagement emails can nudge your customers to return actively into the customer lifecycle.
Win back emails are helpful in winning back subscribers that have been dormant and are not browsing through your e-commerce store.
To fix this, you need to create and send out purposeful win-back or re-engagement emails.
To create a successful win-back email campaign, you need to look into the following factors –
One way to measure customers that are about to churn is by measuring purchase latency or analyzing the time periods between purchases. The idea is to target customers with win-back emails when their buyer behavior fluctuates from being heavily engaged to being abnormally unengaged.
At this stage, win-back emails will help you re-engage customers and increase the association of their life cycle with your business. To win subscribers back, set up a win-back email campaign comprising 3-4 emails spaced 24-72 hours apart from each other.
Email 1: Let your customer know that you’ve noticed they’ve been gone. Your email could include product recommendations based on past browsing behavior and purchases.
Email 2: Get customer feedback. If you think the latency period is high and there’s a reason why your customer isn’t making a purchase, ask them. This will help you solve their problem.
Email 3: Offer incentives to your customers so they are enticed to make a purchase.
The main goal behind a win-back email is to make your customer feel esteemed and valued. Use this to craft strong subject lines that appeal to your customers in an emotionally positive way. For example, “We Miss You or Haven’t Heard From You”, “Lisa, Where Have you Been?”
While a win-back email needs to have a strong subject line, it also requires quality content. A good subject line will get your recipient to open the email, but good quality content will make users take action. A great way to create good content is to be honest and helpful.
Most marketers share offers, promos, and discounts in their emails without thinking about whether recipients will be interested in those offers. To ensure the effectiveness of your win-back emails, don’t use freebies or discounts that users won’t use; appeal to users with offers that will appeal directly to them.
As a part of the lifecycle email template and email series, we will share guides, best practices, and ideas behind implementing this for your e-commerce store. These templates and series are designed to help you achieve the maximum benefits of email marketing with minimum effort.
In case you are a Shopify user you can use Shopify store integration with Mailmodo to build on this email series.
Ready to save subscribers? Follow these best practices to keep a hygienic subscriber list.
Ask your subscribers what they think. One of the most effective ways of winning users back is by displaying genuine interest in how they feel, or think. For example, if you are looking to change an aspect of your branding or your store, ask your subscribers how they feel about the change.
Continuing A/B testing is a great way to understand which win-back email campaigns work for you. To derive the best results, choose different content, timings, and subject line variations.
Once you’ve taken the above into consideration, start clearing out subscribers on the basis of those that cease to be responsive. You can filter such subscribers by:
Segmenting your mailing list. For example, lose subscribers who haven’t opened your emails in the last 120 days.
Create autoresponders. To win subscribers back, only send them win-back emails until they become responsive, or remove them from your mailing list altogether.
Mailmodo focuses on optimizing conversion rates and increasing customer retention for e-commerce brands. If you are looking for the most effective ways to make your subscriber base healthier, create a win-back email campaign series with Mailmodo.