Reactivation emails, also known as re-engagement emails, are a type of marketing email that is sent to inactive or dormant subscribers. This is done with the goal of encouraging them to re-engage with the brand’s email campaigns.
Through reactivation emails, the business can remind customers about the brand or product, and then encourage them to take a specific action. This may include:
- Making a purchase
- Updating their account information
- Engaging with the brand on social media
These emails often contain special offers, discounts, or incentives to entice customers to take action. To make sure they resonate, they are also personalized based on the recipient’s past interactions with the brand.
What Are The Benefits of Sending Reactivation Emails?
Reactivation emails should be part of your email marketing plan, as they can provide several benefits to the company, such as:
- Increased engagement: Reactivation emails are a way to reconnect with customers who have become inactive or disengaged. By sending personalized and relevant messages, businesses can rekindle the interest of these customers, incentivize them, and encourage them to engage with the brand once again.
- Improved customer retention: Reactivation emails are an effective way to retain customers who might have otherwise become lost due to inactivity or disinterest. This ensures your established subscribers or buyers remain engaged long-term.
- Increased revenue: Reactivation emails can lead to increased revenue by re-engaging inactive customers and encouraging them to make purchases or take other valuable actions. These emails can include promotions, discounts, or special offers to persuade customers to make a purchase.
- Enhanced brand loyalty: By reaching out to customers who have become inactive, companies can demonstrate that they value their customers and are committed to providing a positive experience. This can enhance brand loyalty and build a stronger relationship with customers.
- Valuable customer insights: Reactivation emails can provide valuable insights into customer behavior and preferences. By analyzing the response rates and engagement metrics of these emails, companies can gain insights into what drives customer engagement and optimize their future marketing efforts accordingly. This can benefit past, present, and future leads.
How to Write a Reactivation Email
Writing a reactivation email is all about figuring out what’s necessary for the subscriber to take an interest in the brand again. There are a few steps you can leverage to prepare yourself for writing a reactivation email that will catch the attention of an inactive subscriber.
First, you need to try and identify the reason for inactivity. Narrowing down why the customer may have first become disinterested in the brand will help you understand how to reel them back in. You can learn more about why your subscriber stopped engaging by taking a look at the data they provide through questionnaires and polls. You can even use the data provided by similar customers to understand any underlying trends.
The next step is to personalize the message. Use the recipient’s name and reference their past interactions with your brand to show that you understand their interests and preferences. For example, if they frequently bought hats from the company, mention all the latest deals and product launches for hats in the email. This customization is especially important, since the person may have grown used to ignoring your emails by now. That extra touch can help to newly grab the subscriber’s attention.
Most of all, offer incentives. This is the part where identifying the reason why the customer stopped engaging comes in handy. For example, if a subscriber ceased shopping because of a change in their financial situation, you may be able to re-engage them by offering discounts. Alternatively, if they lost interest in the products you’re offering, you can match free shipping with a list of persuasive features, new releases, or informative guides on practice uses.
With the above in mind, here are additional tips you can utilize while drafting your reactivation email:
- Keep the message clear and concise: Make sure your message is easy to read and understand. Use clear and concise language to relate your message.
- Include a clear call-to-action: Communicate the action you want the recipient to take in obvious but persuasive terms, such as their need to make a purchase or update their account information. Make it easy for them to take this action by including a prominent call-to-action button or interactive slide.
- Test and optimize: Test different subject lines, message content, and offers based on the type of subscriber. This will optimize the effectiveness of your reactivation email campaigns, especially long-term.
Reactivation Email Example
Need inspiration? Here’s an example of a reactivation email you can use as a guide:
Subject Line: We miss you so much, we want to give you 20% off
Dear [customer name],
We’ve noticed you haven’t engaged with us in a while; we want to check in to see how you’re doing. We value your support and would love to continue providing you with the best products and services that meet your needs!
As a thank you for your previous purchase of our sunglasses, we’re offering you an exclusive discount of 20% off. This can be applied to your next purchase of sunglasses when you use the code WECARE20 at checkout. You can also use this discount on our new arrivals – check them out here [link to products page].
We hope to hear from you soon, and look forward to continuing to serve you.