Do Those “We Miss You” Emails Really Work?

Key Takeaways:

Understand what winback emails are and why they’re important.

Learn best practices for crafting strong winback emails that will lure customers back.

Have you ever felt like you’ve lost touch with an old friend? Your business can experience that too. Customers, even the most loyal ones, can drift away. No worries! Join us as we share the secrets of crafting irresistible “we miss you” emails that will rekindle the flame and bring those wandering souls back to your brand.

What Are Winback or Re-Engagement Emails?

Winback emails, also referred to as reactivation or re-engagement emails, are targeted campaigns aimed at reconnecting with customers who have gone dormant. For eCommerce businesses, these emails often focus on past purchasers, such as a customer who hasn’t made a purchase in the last 90 days. For service-based businesses, they target individuals who haven’t engaged with correspondence and touchpoints for a set amount of time, such as a customer who hasn’t opened an email from you in the past 60 days.

The key is automation. Platforms like *Klaviyo allow you to set up winback flows that trigger based on customer inactivity. Let’s say a customer bought a specific product or service. You can personalize the email content to reflect their previous behavior.

Why Winback Emails Work

If you’ve been on the same email marketing system for more than a year, and you’ve never sent a winback email campaign, we encourage you to send one. Here are just three reasons why you should start implementing winback emails into your strategy:

1. More Personalization Means More Engagement
   Segmenting your audience is critical. For example, a winback flow for a business selling city-themed prints might ensure that customers who purchased NYC prints receive emails featuring complementary NYC designs. Personal touches like this show that you understand their interests. According to recent data from MarTech, as many as 45% of customers who receive a winback email will open future emails from your business.

2. You’ll Cut Expenses on Customer Retention
   It’s often more cost-effective to retain existing customers than to acquire new ones. Winback emails remind dormant customers of your value and encourage them to re-engage without the expense of new customer acquisition campaigns.

3. You’ll Save Time with Automated Efficiency
   Once set up, winback flows operate in the background, continually reaching out to disengaged customers. For non-e-commerce businesses, you can automate re-engagement flows based on inactivity metrics, like unopened emails. It’s a hands-off tactic if you’re short on time but want to step up your re-engagement strategy to boost your customer retention rates.

Re-Engagement Scenario: Winning Back Fashion Boutique Customers

Imagine a small fashion boutique that sells curated clothing collections. Using a platform like Klaviyo, the boutique could segment its winback flow based on past customer purchases, such as seasonal dresses or statement accessories. A re-engagement email might include:

Personalized Greeting

A “We Miss You!” email addressed by name, mentioning their last purchase (e.g., “It’s been a while since you picked out that gorgeous summer dress!”).

Tailored Content

Showcase new arrivals that align with their previous preferences, such as a fresh collection of statement jewelry or cozy fall layers.

Incentive

Offer a special discount, such as 15% off their next purchase, or provide early access to an exclusive collection.

Call-to-Action

Include a clear button like “Shop New Arrivals” or “Claim Your Discount” to guide them back to your store.

This personalized approach not only reminds customers of their love for the boutique but also entices them with relevant and timely offers. By reflecting their past style choices, the email feels tailored to their tastes, increasing the likelihood of re-engagement and repeat purchases.

Winback Email Tips for Non-E-Commerce Businesses

Re-engagement emails aren’t just for online stores. They can be incredibly effective for service-based businesses too. The triggers and messaging may differ but are just as impactful.

For instance, you can target subscribers who haven’t opened an email in 60 days with a thoughtful reminder of your services, client testimonials, or industry tips. Encourage them to take action by scheduling a consultation, downloading a guide, or signing up for an event. The goal is the same: reignite their interest by showcasing value and reminding them of what they’ve been missing.

Is There a Magic Timeframe for Sending Winback Emails?

Some experts suggest 90 days as the ideal timeframe for sending winback emails. However, at TTG, we believe there’s no one-size-fits-all answer. The right timing depends on your email frequency and the nature of your business. For example, if you send weekly emails, you might initiate a winback campaign sooner than a business that emails its audience monthly. In e-commerce, timing can also vary based on the products you sell. If customers tend to purchase similar items repeatedly, you might send a winback email sooner than if you sell unique, one-time purchases. Tailoring the timing to your business and audience is key to maximizing impact.

If you’re not sure what your business’s ideal frequency is for winback emails, reach out to us! One of our email marketing pros will be happy to share their insights.

Does Your Email Marketing Need a New Year Makeover?

Find out more about our Klaviyo Program. The TTG pros are here to help you get the most out of your email campaigns, so you can start enjoying better results in 2025.

Learn More

*DISCLAIMER: Links included in this article might be affiliate links. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!