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Do Those “We Miss You” Emails Really Work?

Do Those “We Miss You” Emails Really Work?

When we talk about the importance of data, we sometimes gloss over the nuts and bolts application part of the conversation. It’s good to know what we’re tracking, but it’s better to know how to use that information to achieve our business goals.

Let’s look at a metric that might make you feel kind of sad at first – the number of customers who have failed to return to your business within a given period of time. This period of time varies by industry. If you’re a restaurant, you might want to know about diners who haven’t returned within 6 weeks. If you’re a garden center, it would make more sense to look at things from a more seasonal basis.

Spend some time with this data. You want to know why your customers aren’t coming back. Occasionally, the sight of a name or email address will instantly remind you why you’re not seeing a certain shopper anymore: no matter how that situation developed, that’s not the traffic you’re interested in recapturing. Set those accounts to the side, and look at what you’ve got left.

Reaching Out Works – And You Don’t Always Have to Discount

The restaurant chain Moe’s uses a loyalty app called Rockin’ Rewards. Among the data this app collects is customers who have failed to return. Moe’s sent customers they hadn’t seen in 60 days a “We Miss You” message without a discount offer, and saw a 7% increase in full-priced sales. When a $5 coupon was included, more than 60% of those who redeemed that coupon returned a second time and paid full price.

[Tweet “Moe’s sent customers a “We Miss You” message, and saw a 7% increase in full-priced sales.”]

You can definitely test this email marketing concept for yourself. Identify customers you haven’t seen in a while, and craft two messages, one with an offer, and one without. Deploy each, at different times, and track the increase in traffic. If the numbers merit repetition – and let’s be real, a 7% increase in sales is nothing to sneeze at! – you can work this email campaign into your regular marketing mix to be repeated throughout the year.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office