Win-back email examples show you how to reconnect with customers who’ve become inactive.
Customers drift off, open rates drop, and sales stall. It’s frustrating, like trying to start a conversation with someone who’s no longer listening.
A great win-back email turns inactivity into engagement, reignites interest, and reminds them why they chose you in the first place.
In this blog, learn all about win-back emails and how to write a high-converting one with our list of 8 best win-back email campaign examples. We have also listed 5 steps to create a win-back email campaign.
Let’s dive right in.
Automate your win-back email campaign with Retainful’s easy-to-setup email automation.
What are Win-Back Emails?
Win-back emails are a type of email marketing campaign sent to re-engage inactive or lapsed customers and regain their interest in the brand.
The purpose of a win-back email is to “win back” inactive customers by reminding them about your brand, products, or services and encouraging them to make another purchase or become active customers again.
But, when to consider the customer inactive and lapsed?
There is no universal definition of inactivity, as it can vary based on the business and industry. However, here are some common scenarios that may qualify a customer as inactive:
- No purchases for a certain period
- No engagement with emails or marketing communications for an extended time
- No activity or interaction with the brand across any channels for a defined timeframe
A lack of insights into the reasons behind customer churn makes it challenging to address those issues in customer win-back emails.
Here are the major reasons why customers become inactive or lapsed.
Why Should You Send a Win-Back Email Campaign?
Win-back campaign is one of the most important email campaigns you send as part of your e-commerce email marketing.
Here are the reasons why:
- Success rate: Reactivating just 10% of an email list’s inactive subscribers can increase revenue by as much as 30%.
- Lapsed customers are not lost, yet: When the customers become inactive, it doesn’t necessarily mean you should consider them a lost cause.
- Customer retention: Sending a win-back email campaign can increase customer retention and lifetime value significantly.
As they have shown interest in your brand, they don’t have to be nurtured like new customers. Spending on increasing customer lifetime value will increase revenue in the long term.
Rather than writing off lapsed customers as a lost cause, you should view them as an opportunity to strengthen their customer relationships, gather valuable feedback, and drive retention rates.
8 Best Win-Back Email Examples
The best win-back email examples show you the important elements to include, how to address the objections, and how to write a win-back email that converts more.
1. The proof of improvement and new features
Subject line: Check out what’s new!!
Most customers lapse when they feel the product or service no longer meets their evolving needs or expectations.
Showing the newly launched products or features in the re-engagement email will work as a huge green flag and an effective win-back strategy.
Even if they have lapsed, their pain point remains the same. So, reiterating the benefits of your product reminds customers how you can still help them solve their pain points.
This best win-back customer email example uses concise and straightforward messaging like “We’ve leveled up – Come see what’s new!” to pique the user’s interest and convey the improvements without being too wordy.
Key Takeaways:
- Addressed the objection of lack of new products or improvement.
- Catchy tagline
- Included benefits of rejoining
2. Highlighting how the customer had a good time with you.
Subject line: You made Duo sad 😢
We all love this best win-back email example because it uses a friendly, conversational tone that makes it feel more personalized and engaging rather than a generic mass email.
They have also used subtle proof of how learning with Duolingo is effective.
The CTA “Take a 5-minute lesson now” provides a low-commitment incentive to re-engage with the app.
This personalized win-back email template is a great example of keeping the brand personality intact. Duolingo is known for making the learning experience fun and engaging. This customer win-back email doesn’t fail to reflect the same.
The CTA “GET BACK ON TRACK” button is clear and actionable, making it easy for the user to take the desired step of resuming their language learning.
Key Takeaways:
- Used conversational language
- Shown brand personality
- Strong and clear CTA
3. Giving them a choice – stay or unsubscribe
Subject line: Pssst…we have a question for you.
The cute egg illustrations add visual interest, and a touch of brand personality makes this customer win-back email sample more engaging and memorable.
The “Customize” and “Unsubscribe” buttons provide straightforward actions for the recipient to take and reduce friction.
By giving the option to unsubscribe without judgment, this great win-back email campaign example respects the recipient’s autonomy and avoids being perceived as pushy or intrusive.
Key Takeaways:
- Creative email copy
- Giving a choice to the recipient
4. Creating FOMO
Subject line: Check out what’s new!!
By showcasing a few specific recent products, this re-engagement email example provides examples of the new content users have been missing out on.
The inclusion of upvote counts (e.g.,+1427) for the featured products adds social proof and reinforces their popularity and relevance.
Asking for feedback in your customer re-engagement campaign signals a commitment to improving your product or service and can change the customer’s mind if they encountered any problems earlier.
Key Takeaways:
- Included subtle social proof about new products
- Asked for feedback
5. The promise of a better experience
Subject line: Smiles Davis, getting back into Venmo? Here’s a refresher.
Venmo’s best win-back email example brings users who may have been inactive for some time up to speed on the latest developments and makes a strong case that the platform is worth revisiting.
Each new feature is explained concisely yet clearly, highlighting the specific benefits to the user.
Venmo’s customer win-back email campaign example also acknowledges the recipient’s absence with “Since you’ve been gone”. It makes the win-back email copy feel more personalized and relevant.
This personalized win-back email template showcases new, valuable features like cash-back offers and integrated app payments by providing a strong value proposition for users to return to Venmo.
Key Takeaways:
- Explained each new feature concisely
- Acknowledges the absence of the customer
6. Addressing the objections
Subject line: Since you have been gone…
Asana’s best win-back email campaign example directly highlights that Asana is now “2x faster than before,” implying they have improved the performance of their platform, which could have been a pain point causing customers to churn.
By stating they have made major changes, it aims to re-engage those who felt the product was stagnant.
This win-back email copy is concise and gets to the point quickly about the key benefit (faster speed) that Asana hopes will resonate with lapsed users.
This customer win-back email campaign template has a clear call-to-action button, “Try It Now,” that makes it easy for recipients to promptly re-experience the upgraded product.
Key Takeaways:
- Addressed the objections right away
- Short and concise copy but also compelling
7. New and improved features
Subject line: Let’s catch up, Smiles Davis
In this best win-back email example, the headlines “Always new, always improving” and “This is our best AllTrails+ yet” immediately capture attention and convey a message of continuous improvement.
Mentioning the accolade “iPhone App of the Year” adds credibility and reinforces the app’s value.
This customer re-engagement email sample clearly communicates the value of rejoining AllTrails+ by emphasizing the added benefits, such as better planning, never missing a turn, and outdoor experiences.
Key Takeaways:
- Addresses the objection of lack of new features and improvement.
- Emphasized benefits clearly.
8. Incentive to re-engage
Subject line: Was Avocode too slow for you?
This example of win-back email directly addresses a common pain point, shows that they understand previous user frustrations, and have worked on a solution.
This win-back customer email is an example of how customer-centric messaging should be. It makes a strong case for the customer to try their product again. Rather than just stating that it is better, it provides more than one reason why it is better.
By suggesting that users give the product another try, this win-back email template subtly encourages re-engagement without being pushy.
Key Takeaways:
- Addressed the frustration that would have led to inactivity.
- Spot on customer-centric messaging.
There you have it. 8 best examples of win-back emails and what makes it high-converting.
Win-Back Email Best Practices to Reduce Churn
A win-back email campaign is judged by how many customers it retains and turns into active ones. You can send high-converting win-back customer emails with the help of these best practices.
Here are the win-back email best practices for winning back lost customers.
1. Addressing customer objections
Understand why customers have become inactive. Was it due to poor product quality, customer service issues, or better offers from competitors? Address these concerns directly in your win-back messaging.
Addressing customer objections is the best win-back email strategy to win back old customers and persuade the customers to choose your brand again.
Here are some common customer objections and how to address them in your win-back email campaign
- Products/service became irrelevant: Highlight newly launched products or features
- Loss of trust: Include trust-building elements like customer testimonials, reviews, guarantees, or certifications.
- Had a bad experience: Offer an apology and show that you’ve improved.
- Found an alternative: Show how your product outperforms the competition. Point out unique benefits, features, or services that other brands don’t offer.
2. Automate win-back emails
Modern email marketing platforms offer user-friendly win-back email automation and pre-built templates to launch your reactivation campaign with minimal effort from your end.
Win-back email automation simplifies the process and saves you time and effort compared to manually sending every win-back email.
3. Segment your lapsed customers.
Not all inactive customers are the same. Some would have been purchasing frequently, and some made a purchase and disappeared. You can’t treat all these customers the same and send them a similar re-engagement campaign.
The best customer win-back email strategy is to use email segmentation and group your lapsed customers based on their purchase history.
With email marketing tools, you can segment these customers with ease and send personalized win-back customer emails.
The criteria for win-back email segmentation can be:
- Frequent Buyers: Customers who used to purchase frequently but haven’t made a purchase recently.
- One-Time Buyers: Customers who made a single purchase and did not return.
- Who gave negative feedback: Customers who left negative reviews or provided feedback indicating dissatisfaction.
You should focus on different things while targeting these segments in your win-back campaign:
- For frequent buyers: Provide exclusive discounts and early access to new products and acknowledge their value.
- For one-time buyers: Provide a discount and emphasize the benefits of your products.
- For those who gave negative feedback: Start by acknowledging their previous feedback and highlight specific improvements made in response to those.
4. Send a win-back email series.
Rather than sending a single email, use a win-back email flow to gradually re-engage customers and increase your chances of winning them back.
A win-back email flow that addresses different pain points over the period is a proven email marketing strategy that you can use for re-engaging campaigns, too.
Creating a win-back flow with email marketing automation software is easier.
Here is a win-back email flow example:
- Email 1 – The gentle reminder
- Remind the customer about your product/service
- Highlight new features, updates, or improvements
- Offer a small incentive (e.g., 10% discount)
- Use a friendly, personalized tone
- Email 2 – Urgency and social proof
- Include customer testimonials or social proof
- Offer a significant incentive (e.g., 30% discount, free upgrade)
- Highlight the risk of missing out on the value
- Email 3 – Last chance and final offer
- Clearly state that this is the final email in the series
- Say it is the last chance to avail the offer
- Emphasize the benefits of taking action now
- Include a clear call-to-action (CTA) and deadline
Set up win-back flow in a few clicks with Retainful’s pre-built automation workflows.
5. Tailor your offers based on why they left
Identify the main reasons for churn and tailor your win-back offers to address those pain points, expectations, and needs.
For example, if customers leave due to poor service, offer a free trial of improved support features in your reactivation campaign.
6. Don’t be desperate
Frame your win-back message as a friendly invitation. This helps to build trust and encourages customers to return.
Win-back email vs. sunset flow emails – what is the difference?
You send sunset flow emails after multiple attempts to re-engage with someone had failed, usually after a series of win-back emails. This is for the customers who’ve been completely inactive over a longer period (e.g., 180 days or more) and are unlikely to return.
The goal here isn’t to force them back – it’s to respectfully disengage, while giving them one last chance to act.
The sunset flow helps clean your email list, ensuring your email deliverability doesn’t drop because of low engagement or unsubscribes from inactive customers.
Here is how a sunset flow email should be worded:
Subject Line: “Last chance to stay in the loop”
Body: “We don’t want to bother you, but if you’re still interested, here’s one last chance to stay with us. If not, we’ll say goodbye. But don’t worry, we’ll always be here when you’re ready.”
10 Win-Back Email Subject Lines for High Open Rate
- “Come back and get 20% off your next order!”
- “We Miss You! Here’s 20% to Come Back”
- “Did you forget about us? Your exclusive offer is waiting.”
- “Missed you! We’ve made things better just for you.”
- “We’ve been busy making improvements for you!”
- “We couldn’t forget about you! How about a second chance?”
- “We’re Better Together – Come Back and Save!”
- “We’ve Got a Surprise for You- Come See What’s New!”
- “Here’s 15% Off -Just for You, Because We Miss You!”
- “Remember Us? We’ve Got Something Special Just for You!”
How to Create a Win-Back Email Campaign?
With the best email marketing software that supports email automation, you can create a win-back flow and launch your win-back email campaign in 5 simple steps.
The steps to create a win-back email campaign are:
- Step 1: Choose an email marketing app
- Step 2: Identify inactive customers
- Step 3: Craft the win-back email copy
- Step 4: Setup email automation
- Step 5: Test and optimize
Let’s see these steps in detail.
Step 1: Choose an Email Marketing App
To create a win-back email campaign, select an email marketing app that offers email automation, segmentation, and pre-designed email templates.
Ensure the software integrates with your e-commerce platform.
Step 2: Identify Inactive Customers
Determine what qualifies as an inactive customer (e.g., no purchases or engagement in the last 3, 6, or 12 months).
Step 3: Craft the win-back email copy
Create compelling win-back email subject lines that grab attention.
Use personalization (e.g., the customer’s name and past purchases) to increase the open rates of your win-back email campaign.
Here is a sample of the win-back email copy:
Step 4: Set up email automation
Use email automation to create an automated win-back email workflow in your email marketing app. Schedule the win-back email sequence to be sent over a period at well-timed intervals.
Space out the win-back email flow to avoid overwhelming the customer. For example, send the first email, followed by a reminder after a week, and a final follow-up after another week.
Step 5: Test and optimize
Test different win-back email subject lines, email content, and CTAs to see what resonates best with your audience.
Use the analytics tools in your email marketing app to track open rates, click-through rates, and conversion rates of your win-back campaigns.
Launch high-converting win-back email campaigns with Retainful and increase your customer lifetime value.
Wrapping up!!
Win-back emails show your customers that you care, that you’re paying attention, and that their presence matters to you.
Our list of best win-back email examples has shown you how to address your customers’ reasons for lapsing and objections and show them that you care.
Don’t let your lost customers stay lost by creating a successful win-back campaign using email marketing software like Retainful.
Learn more about how to do successful email marketing:
To write a win-back email:
Step 1: Craft a personalized subject line
Step 2: Acknowledge the customer’s absence
Step 3: Highlight new features or benefits
Step 4: Include a clear call to action
To win back a customer through emails:
Step 1: Identify why the customer left.
Step 2: Provide a special discount.
Step 3: Highlight new improvements
Step 4: Send a follow-up email to remind about the offer
Win-back series tips are:
– Send at well-timed intervals
– Highlight what’s new
– Include social proof
– Reaffirm your value propositions
A win-back campaign is a series of emails sent to reengage inactive customers, address their objections, and reignite interest in your brand.
The purpose of a win-back email is to re-engage inactive customers, remind them of the value of your product or service, and encourage them to return and make a purchase.
The best win-back email strategies are:
– Send win-back email series
– Use email automation
– Personalize the content based on RFM (Recency, Frequency, Monetary value)
– Address objections in the email
To win-back inactive customers, offer personalized incentives, highlight recent improvements, address potential reasons for inactivity, showcase customer testimonials, and make the re-engagement process easy with clear calls to action.
To create a win-back email flow:
Step 1: Identify inactive customers
Step 2: Craft a series of win-back emails
Step 3: Setup time delay between emails
WinBack refers to efforts to re-engage inactive customers, while churn refers to customers who have completely stopped using a product or service. WinBack aims to prevent churn.
Re-engagement involves reactivating any inactive user or customer, while winback specifically targets those who have stopped engaging with your product or service entirely, aiming to bring them back.
Key win-back metrics include open rates, click-through rates, conversion rates and reactivation rates.
Winback automation uses automated email workflows to send timely, personalized messages to inactive customers, aiming to re-engage them.
A sunset flow is a series of emails sent to unengaged subscribers before removing them from your list, aiming to re-engage them one last time before considering them permanently inactive.
Send winback emails based on customer inactivity duration, typically after 30, 60, and 90 days of inactivity, with follow-up emails.
