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 Campaigns

“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.

The Verdict

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.

To see more examples of great emails,  download our free guide: Transactional and Marketing Email Guide: How to Build a Powerful Integrated Email Program.

Carly Brantz
With more than 15 years of experience, Carly Brantz is an email deliverability and inbound marketing veteran. As the VP of Revenue Marketing at SendGrid, Carly empowers her team to transform marketing from a cost center to a revenue generator. With a key focus on funnel optimization, Carly leads the team responsible for content creation, lead nurturing, SEO/SEM, and website optimization. An accomplished speaker, Carly shares her email delivery and revenue marketing tactics as a headline speaker on SendGrid’s international roadshow as well as other Marketing conferences.