eCommerce EMAIL DEEP DIVE series: Customer Winback (9 of 10)
Why?
* Cue I Want You Back by the Jackson 5
You paid $$$ to get each and every customer on your list, so might as well get the most revenue out of each one.
It's easier for past customers to buy from you again because they've already bought from you—the same way you keep coming back to your ex because it's familiar.
Except this winback sequence isn't dysfunctional (you and everyone else deserve better than that), it's actually quite fantastical.
Data is your friend here. Make sure you use it! Use dynamic elements to show the customer what they've bought before and make relevant recommendations.
Winback Email Analysis: FilterBuy
What makes this email great?
Relevant and great timing
Personalized information
Clean, streamlined design (it just flows, right?)
What can be improved?
Two CTAs Noooo! - Reorder and Subscribe! I'd make these two separate emails. One to reorder, and one to talk about subscription (if the customer doesn't reorder).
Here's another sample - a fun winback email from Grammarly.
And another great sample from Skillshare.
How to do it: Two emails
• Email #1 - This depends on the nature of your product.
If it's a consumable (like supplements) then this should be activated sooner than a long-lasting product (like leather goods or hardware). Test it out. When just starting, try anywhere between 30-60 days.
Sample: Busuu
Make it fun. Don't sound desperate.
• Email #2 - A few days after Email #1
Sample: Blue Apron
Make an offer here with a timer. Add a sense of urgency and scarcity.
If they're not biting after this, they're off to the Sunset sequence...
Subject Lines
Are you overpaying for _____?
Come see what's new!
