#61: 3 Advanced Win-Back Campaign Strategies

Mar 17, 2019 | Marketing / Automation

We’ve been talking this month about re-engaging inactive subscribers and re-engagement strategies. In last week’s video, I showed you examples of emails that you can send in order to get people to take action – whether it’s clicking a link so you don’t unsubscribe them, changing their marketing preferences, making a purchase, or something else.

You may have seen many of these types of emails yourself. This week alone, I’ve seen a “We want you back” discount from Blue Apron, “Do you mind taking a survey to tell us what we could do better?” and finally a “Do you still want to hear from me?” with choices of “Yes I do,” “Yes, but send me fewer emails,” and finally a “No, unsub me please.” Very blunt and sweet indeed.

So you may be thinking, “Is that it? Should I just send the one email and if they don’t do something, I should delete them?”

Yes, you can. If that’s your strategy, there’s nothing wrong with that. It puts you on a schedule and keeps your list clean. And that’s what’s most important because, as we’ve talked about all month, inactive subscribers hurt your metrics, deliverability, and your pocketbook.

Sending one email and then removing those who don’t take action from that one email is definitely a tried and true simple strategy.

But stay tuned, because in this video I’m going to show you three advanced win-back email campaign strategies (one is my “Go Big or Go Home” campaign, buckle up!)

We’ve been talking this month about re-engaging inactive subscribers and re-engagement strategies. In last week’s video, I showed you examples of emails that you can send in order to get people to take action – whether it’s clicking a link so you don’t unsubscribe them, changing their marketing preferences, making a purchase, or something else.

You may have seen many of these types of emails yourself. This week I’ve seen a “We want you back discount” from Blue Apron, “Do you mind taking a survey to tell us what we could do better?,” and finally a “Do you still want to hear from me?” with a Yes I do, Yes, but send me fewer emails, and finally a No, unsub me please. Very blunt and sweet.

So you may be thinking, is that it? Should I just send the one email and if they don’t do something, I should delete them?

Yes, you can. If that’s your strategy, there’s nothing wrong with that. It puts you on a schedule and keeps your list clean. And that’s what’s most important because as we’ve talked about all month, inactive subscribers hurt your metrics, deliverability, and your pocketbook.

Sending one email and then removing those who don’t take action from that one email is one strategy. But I’m going to show you two more win-back email campaign strategies.

First, you can try a simple win-back email making an offer – such as $10 off of something from your online store or, the second email can show them the benefits of why they signed up with you or purchased from you, and then if they don’t take action, in the third email, you can send a final “we are going to remove you but first” and then you can send them to a survey to get feedback. You will probably need to entice them to take the survey. And you can also have another chance to keep them on the list, but the main offer here is to ask for feedback. Here’s an example by Creased Jeans of the second email.

Looking at reasons why someone wants to disengage will give you data to make better business decisions. Did you email too much, not enough, not provide relevant content – all of this feedback will help you.

This campaign works well if you have an online store, but you can also change it up if you offer services, such as coaching or consulting services.

Here’s an example of going big. Just remember, you can tweak this to fit your audience. Let’s take a look.

And I get it, if you aren’t a retail shop or a restaurant or other brick and mortar, does it really make sense to send your subscriber 2-3-4 emails when one won’t do?

I say at this point, it can’t hurt to try this approach. Maybe start with one email and track your results, then the next time, try the two-email campaign.

Next week we’ll talk dos and don’ts, you won’t want to miss that. See you next week.

Did you enjoy this episode and want to put it into action? Grab this planner!

Subscriber Re-Engagement Planner

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It happens to the best of us: we have great plans and intentions for growing our businesses and we vow to email our subscribers regularly; but then life and/or business events get in the way and those awesome plans are forgotten or given a lower priority. Whatever you do, don’t condemn yourself or consider this an epic failure. The beauty of being human is we’re allowed to make mistakes and there’s always a way to start over again.

This planner walks you step by step to re-engaging with your subscribers.

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