Mastering Re-Engagement: Customer Success Email Strategies
Building strong relationships is key to long-term success for you and the company.
And re-engagement emails are one of the most powerful tools you can use for this.
But how can you craft such emails without overwhelming your customers?
Here are the best practices for sending re-engagement emails to inactive customers to make them take the action you need:
Understanding the Importance of Re-Engagement
First, it's important to understand why re-engagement matters:
Attract inactive customers
With an estimated 333.2 billion emails sent daily in 2022, it's easy for customers to miss your communications.
Generate missed revenue
Existing customers are 50% more likely to try new products and spend 31% more than new customers.
The Personal Touch vs. Marketing Emails: Finding the Right Balance
Here’s the dilemma you probably faced at some point:
Should you add your personal touch, or stick to company-wide marketing communication styles?
Both approaches have their merits and drawbacks.
The Case for Personal Emails
Sending re-engagement emails with your own wording can:
Build stronger, more personal relationships with customers
Make outreach feel less like marketing and more like a conversation
Leverage the trust you've already built with your contacts
The Potential Drawbacks
But, there are valid concerns about making the email for re-engagement too personal:
Risk of diluting the importance of your core communications
Potential for clients to start ignoring your emails altogether
Blurring the lines between personal communication and marketing messages
Striking the Right Balance: Best Practices for Re-Engagement Emails
To create effective re-engagement emails that don't overwhelm your customers, consider these best practices:
Provide Value
Make yourself the value proposition.
Share insights and trends that are relevant and actionable for them.
Adapt Content to Your Audience
Understand your client's needs and interests.
Focus on information that's directly applicable to their operations.
Be a Partner, Not Just a Vendor
Position yourself as an advisor who provides great, actionable information.
This sets you apart from the “corporate” tone of marketing and sales.
Collaborate with Marketing
Work with your marketing team to create content that resonates with your specific client base (SMB, Enterprise,…)
Keep It Brief and Relevant
Use short, personalized introductions like "Hey [Client], I saw this and thought you might find it interesting. It discusses [relevant topic with actionable insights]".
Leverage Your Relationship
Remember that you are the driving force behind the client relationship.
Use your personal connection to make these touchpoints more meaningful.
For more insights on customer success strategies, check out my Ultimate Guide for Customer Success Managers.
Crafting Compelling Re-Engagement Emails
To make your re-engagement emails more effective, consider these elements:
1. Subject Lines That Grab Attention
Your subject line is key for getting your email opened.
Some effective approaches include:
"We miss you, [Name]! Here's what you've been missing..."
“Have you given up on [topic, project]?”.
This one is from Chris Voss’s excellent book “Never Split The Difference”.
A must-read.
"[Name], your feedback helped us level up!"
💡Research shows that personalized subject lines can increase open rates by 26%.
2. Personalization Beyond Just Names
Personalization goes beyond using the customer's name.
Use data to adapt your message:
Reference past purchases or interactions
Provide personalized recommendations
Highlight features or products relevant to their interests
💡Studies show that personalized emails deliver 6x higher transaction rates.
Learn more about personalization in my article on Personalization in Customer Success Strategies.
3. Clear and Compelling CTAs
Your call-to-action (CTA) should be clear and enticing:
"Rediscover [Your Brand] Today"
"Update Your Preferences"
"Claim Your Exclusive Offer"
💡Emails with a single CTA can increase clicks by 371% and sales by 1,617%!
4. Incentives That Matter
Offer something of value to encourage re-engagement:
Exclusive discounts or promotions
Early access to new features or products
Free resources or consultations
Timing and Frequency
The timing of your re-engagement emails is also fundamental:
Define inactivity
Decide how long a customer needs to be inactive before triggering a re-engagement campaign.
Most experts suggest 3-6 months of inactivity.
Sequence your emails
Create a series of 3-4 emails spaced out over time, rather than sending a single message.
Consider seasonality
Time your campaigns around relevant seasons or events for your industry.
For more on timing and customer engagement, read my article on Post-Onboarding Customer Engagement Tips.
Measuring Success and Iterating
To ensure your re-engagement efforts are effective:
Set clear goals
Define what success looks like for your campaign (e.g., open rates, click-through rates, conversions).
A/B test
Experiment with different subject lines, content, and CTAs to see what resonates best.
A/B testing can improve conversion rates by up to 49%.
Analyze results
Review the performance of your re-engagement campaigns and adjust your strategy accordingly.
💡I explore 100 pages of powerful techniques in my ultimate "Cold Email Mastery" guide. Don’t let your customers ignore your emails again. Learn how to write engaging messages that make them open and respond on the spot!
The Power of Personalization in Customer Success
These simple strategies can transform your relationships and help you become a trusted partner.
With your select contacts, focus on communications that come from you instead of sales or marketing.
The goal is to provide value, not to add to the noise.
Personalize your messages and deliver them through the right channels.
It will help you create re-engagement emails that your customers will look forward to receiving.
So, start today.
Reassess your current strategy and set up these best practices.
Your customers—and your business—will thank you for it!
Take Your Skills to the Next Level
These were the tip of the iceberg for crafting effective re-engagement emails.
The following proven techniques will boost your re-engagement rates.
In the next section, you'll find:
Advanced Re-Engagement Strategies
Measuring and Optimizing Re-Engagement Success
Integrating Re-Engagement into Your Overall Customer Success Strategy
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💡Check out my ultimate Customer Success Templates Collection for ready-to-use templates from customer onboarding to renewal planning—including re-engagement emails and more!
1. Advanced Re-Engagement Strategies
Now that you've learned the basics, here are advanced techniques you can use to win your customers back in no time:
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