Repeat customers are the key to growing your business. You’ve likely heard that it costs 5 times more to attract a new customer than it does to retain an existing one, but that’s not all. Increasing your customer retention rate by 5% could boost your profits by 25% or more. Some businesses even see an increase of 95%. Your email list is full of potential repeat customers, but sometimes, something goes wrong. It doesn’t happen in an instant. People stop opening as many of your emails as before, and eventually, they ignore them altogether. And then, it gets worse. They click unsubscribe, and you can no longer reach them. This is where you need a win-back email or campaign. Successful win-back campaigns help you reach customers who are sitting in marketing purgatory. They haven’t yet clicked unsubscribe, but their interest is waning. You can incorporate some strategies to reach them and get them interested in your products and services once again. Find out how this works, and then get started. Unsubscribes can happen any day, so there’s no time like the present to begin your win-back campaign.
Create a Sequence for Your Win-Back CampaignsFar too many marketers send a single email when running win-back campaigns. They might get a few opens, but they aren’t reaching the campaign’s full potential. You should send a full sequence. Use the sequence to:
- Remind people of the relationship
- Provide an incentive such as a special deal
- Request feedback from the subscribers
- Give people a last chance to interact with your emails.
The First Email – Creating an Emotional ResponseUse the first email in the sequence to elicit an emotional response. Start with a subject line such as “Come back” or “We miss you.” Follow that with an email that reminds people why they subscribed. Make sure the email:
- Reminds people why they joined your list
- Includes benefits of what you offer
- Shows your appreciation
- Refreshes the person’s memory of your brand.