Email list growth is the primary goal for most email marketing programs. Achieving it can be a task in and of itself, but inevitably some of the subscribers you worked so hard to acquire, go silent. For optimum email deliverability, we recommend that you automatically purge non-responders from your list every six months. However, before doing so, you can opt to send a “win-back” campaign to renew user interest.
“Win-back” or “reactivation/re-confirmation” campaigns are designed to remind your user why they subscribed in the first place and provide an incentive for them to engage with you again. Send no more than two of these emails, and if those subscribers remain inactive, permanently remove them from your list. Take a look at how GearBuzz, an online retailer for runners, cyclists, and triathletes, woos their customers back.
GearBuzz Win-Back Email
- Clear Subject Line: The subject line is “We Want You Back: $10 Off Your Next Purchase!” We love it because it’s straight and to the point—something that is essential for getting inactives to take an action.
- Clear Incentive: GearBuzz offers a promotional offer of $10 off your next purchase. Their promo code even reiterates the main message of the email, but it’s only good for one month. By providing an expiration, GearBuzz has a fixed timeline to determine when to take a next action (which we recommend is removing them from the list if they fail to respond to the offer). With an offer like this, it’s important to pay close attention to analytics. If the offer isn’t working, GearBuzz should adjust accordingly.
- Strong content: As an online retailer for athletes, GearBuzz takes the opportunity to remind the subscriber of their value proposition. Their copy reads “Editorial Reviews, Great Products, Exclusive Discounts” with a call to action to “View Deals.” Moreover, their “Buzz-Worthy Deals” section gives inactives both a sneak peek of products currently available and a look at what’s to come. These promos further reiterate why the customer should re-activate their relationship with GearBuzz.
GearBuzz has a solid email that covers all the key points to reactivate a non-responder. Their incentive is presented up front (and is enticing!) and is offered alongside a reminder of GearBuzz’s main value proposition. Their content is geared to renew interest and engagement—main goals for any effective win-back email.