UnRolling the Warriors Brand: How an Obscure Team Became a Global Brand
You may not root for the Golden State Warriors, but if you’re hoping to score some branding wins, they’re the team to watch out for.
Can you rekindle the romance when the thrill is gone? In other words, can you re-engage your customers through writing insightful win-back email copy?
To run a successful business, it’s important to keep long-term, loyal customers. After all, on average, 40% of revenue comes from repeat business. So, when your customers stop engaging with you, or unsubscribe from getting your emails, you don’t want to let them go lightly. You need a strategy to get them reengaged with win-back email copy.
The good news is that win-back email campaigns work extremely well — on average, 24% read the first win-back message, and 45% of recipients who received a win-back campaign read a subsequent message But, if you want bigger results, you need to dedicate time to building a campaign, not just send one or two emails.
Here are some tips to keep in mind when creating win-back email copy.
On how to create compelling email subject lines:
For more on discounts and promotions:
Ask them where you went wrong — why are they giving you the cold shoulder? It may end up being something other than what you expected, and then you can address the issue in your next email.
If customers reply to this email, there’s still hope! Send them an email or give them a call to address their problems.
92% of U.S. consumers say they would return to a company after a negative experience if they:
Send your disengaged customers who didn’t open the previous emails one last email. Tell them you’ll unsubscribe them from the list and that you’ll miss them. This will give these customers one last opportunity to jump back on board. Don’t burn any bridges and keep this communication personal and pleasant.
Generic sales emails just don’t cut it anymore. People disengage for any number of reasons, and if you know why they lost the faith, address those issues. Also, show them products and services in which you know they’re interested.
For additional personalization tips:
With so much media vying for our attention, most of us have a very short attention span these days. Most of us don’t want to read anything lengthy from a vendor, and particularly not from a vendor from which we’ve disengaged. So, try to pack some wallop into a few words to make an immediate impact.
In these trying times, people are more stressed than ever. If you can make them smile or even better, laugh, you’ve got their attention. Humor is a powerful force — if it suits your branding, try to incorporate humor into your email marketing strategy. This helps people associate your company and products with positive energy.
Multiple studies over many industries report that it’s much more expensive to get a new customer than to retain an old one. Depending on your industry and your company, this could be anywhere from five to 25x more expensive. So, it’s worth your time to carefully plan the win-back email copy for a re-engagement campaign. Analyze your data to make your outreach as personal as possible. Be human. Be entertaining. Be real.
Originally published on May 1st, 2020, last updated on June 16th, 2022.