A re-engagement email can encourage your unengaged subscribers to open your emails again. It’s important to learn from some of the best examples so you can successfully create your own re-engagement email campaign. With 22.5% of your email list dying off each year, it’s important to improve the quality of your email marketing lists. These subscribers who have disengaged with your emails, yet remain subscribed to your email lists, hurt your engagement rates.
Generally speaking, an inactive or unengaged subscriber is someone who hasn’t opened an email in six months or more. It could also be someone who hasn’t opened your last 10 emails. The definition of someone who is disengaged is up for you to decide. Take the time to identify what a disengaged subscriber means to you. Then, figure out how to get them active again.
If you are looking for creative ways to rekindle the flame with your email subscribers, these 10 examples below can help you get started. These are noteworthy re-engagement emails to inspire you. Some of these examples are good for a business to consumer (B2C) audience while some are better suited for a business to business (B2B) audience. When you create a re-engagement email that stands out, you can win back your inactive subscribers.
Let’s dig into these 10 examples of the best re-engagement emails and find out what makes them special.
This re-engagement email from FrameBridge, a startup in the custom framing industry, gets right to the point with the “is this the end?” message. The tone of the email is conversational with sentences like “since you haven’t been checking our emails lately”. This email is simple, direct, and impactful. The big orange call to action button at the bottom of the email helps drive the reader to take action.
Key takeaway: This re-engagement email is an opt-in email where the email recipient has to click on the “wait, keep me on the list” button to continue to receive emails. If they don’t, FrameBridge will remove them from their email list. The email encourages the end-user to fully and clearly express their interest.
Some of your subscribers may take a test drive of your product and then change their minds. You can prove your product is worth it with an email like this one. This email is from Webflow, a software as a service company that helps its customers build and host websites. This company took a data-centric approach. They emphasized what has happened since the reader last opened one of their emails. Webflow provides concrete numbers with their statement “since we last saw you, 10,234 designers started using our CMS.” The email provides a compelling and fact-based message. In other words, it shows their unengaged audience how popular their product is.
Key takeaway: You may want to take the fear of missing out (FOMO) approach. It’s a great way to re-engage your subscribers, enticing them to come back.
Grammarly, a free online writing assistant, re-engages inactive subscribers by presenting them with a “Wrinkle in Time” badge. Wrinkle in Time is a family story that goes between the real and the imaginative. Grammarly uses a red “Go” button at the bottom of the email as their call to action. The button looks similar to the “Easy Button” that Staples uses to show how they make things easier for their customers. The red color also adds a sense of alarm which invites the user to click on the button.
Key takeaway: Make your call to action button stand out.
This email from Duolingo, a free language-learning website and mobile application, is a classic “we miss you” re-engagement email. Using their avatar, they tap into the “emotional heartstrings” of their inactive users. They also take a casual and conversational approach to win their subscribers back.
Key takeaway: If your branding fits your “come back” message, use it in your re-engagement email.
Remembering your reader’s birthday is a great way to win him or her back. They will appreciate it because who doesn’t love getting free stuff on their birthday? Starbucks, one of the world's largest coffeehouse chains, offers a special present. This is a great B2C re-engagement email. Starbucks encourages its audience to update their account so they can claim a free gift on their birthday.
Key takeaway: Remember the important parts of your subscribers’ life. Tie those special moments into your re-engagement email.
Pinkberry is a franchise of frozen dessert restaurants. What better way to engage your audience than with something their customers usually pay for? A yogurt. This email is simple and to the point. It shows the brand cares. The statement “a free yogurt has been added to your Pinkcard” subtly points out their loyalty program and the benefits of being a member.
Key takeaway: If you have the budget, give something away for free.
Crocs, a company that distributes and once manufactured foam clog shoes, sent this simple yet effective email with a $10 coupon. The copy is effective with larger text at the top and smaller text at the bottom. The email uses the company’s different branding colors to convey their different messages. In small letters, they say “if you don’t click on this email,” they will remove the subscriber from the list. At the bottom of the email, they mention Croc Cares, their corporate social responsibility initiative they launched in 2007.
Key takeaway: If you present more than one message in your email, make sure you have a message hierarchy. Use different font sizes and different colors to make your messages stand out.
Google, a technology company that focuses on Internet-related services and products, encourages its subscribers to add photos to their Google Maps page. The headline “it’s been a while…” works for a B2C audience. It matches the sad dog photo.
Key takeaway: Less is more. When you quickly scan this email, you see the three most important things: an image, a headline, and a call to action button, all inviting you to come back and use Google’s service.
Dropbox Paper is a free product from Dropbox, a file hosting service that brings “creation and coordination together in one place.” This email provides Dropbox Paper’s unengaged email recipients with a lot of images to show the variety of ways they could use their tool. This email is easy to scan. It entices readers with its simple and right to the point headline: “Here’s what you’re missing on Dropbox Paper.”
Key takeaway: If you have the real estate, include a call to action at the beginning and end. Also, if you have space, use multiple images to support your re-engagement cause.
David Lloyd is a British multinational sports, health, and leisure business that runs health clubs and gyms across Europe. The company provides an emotional image of a teddy bear that your eyes are immediately drawn to. The eyes of the teddy bear fit perfectly with the headline “we feel lost without you.” Short and sweet. This email fits the phrase “a picture is worth a thousand words.”
Key takeaway: Make sure your image in your email matches your headline, body copy, and call to action.
Whether you work at a B2C or B2B company, a re-engagement email is a great way to win back your disengaged contacts. This group of contacts is holding your email marketing efforts back. Once you implement a re-engagement email campaign, your statistics of opens and clicks should improve because 45% of recipients who receive a re-engagement email read subsequent emails. Hopefully, these 10 emails provided you with a wide range of examples to learn from. What are your favorite re-engagement emails?
Matthew Royse has 20 years of experience in marketing and communications working in many industries such as financial services, technology, media, and entertainment. Matthew taught social media and digital marketing classes at Duke University. He has spoken at national marketing conferences in the United States and he writes about digital marketing on his blog, Knowledge Enthusiast. You can follow him on Twitter @mattroyse and connect with him on LinkedIn.