Email marketing is a numbers game. The more emails you send, the more chances of getting replies. But what about the leads that haven’t replied even after your follow-ups?
What about leads that showed interest but suddenly got lost in the ether? This is a massive source of untouched potential. For these leads, the best approach is to send re-engagement emails.
What is a Re-Engagement Email
Re-engagement emails are a second shot. Instead of bothering leads with incessant follow-ups, you leave them after two or three. Then, add them to a new campaign after a while.
Think of it as resetting. You’ll be going in with a new angle, better unique selling propositions, and a different approach to sales operations planning.
There are levels to re-engagement emails. If you’re doing cold emails, leads that didn’t reply to follow-ups can be added to a re-engagement campaign, but they should be a low priority.
Focus on leads who were interested but have become inactive or disengaged. And as the name suggests, the goal is to re-engage with these leads and show them what they’re missing out on.
Types of Re-Engagement Emails
Re-engagement emails come in many forms, making them a versatile tool in all forms of email marketing. Here are some of the most popular types of re-engagement emails to try:
Cold Email Re-Engagement Campaigns
Don’t give up on the leads that showed signs of interest. These are leads that have:
- Replied to initial cold emails
- Leads who keep opening your emails
- Website visitors that keep coming back to key landing pages
- Leads who asked to learn more about your product
- Leads who clicked on a link multiple times
Instantly CRM lets you track lead activity to find leads perfect for re-engagement. Within the CRM, users can access Salesflow, a tool used for lead scoring.
Salesflow can automatically segment leads that fit your re-engagement criteria. Add these leads to a re-engagement campaign and use lead data from the CRM to create tailored messaging.
“Win-Back” Campaigns
Existing customers are the highest source of revenue. The longer customers patronize your brand, the higher their average order value (AOV) and annual contract value (ACV)
Win-back campaigns exist to re-engage inactive customers by offering incentives like discounts, promos, or new products. You see this all the time in SaaS. Take a look at Grammarly.
People who click “too expensive” as the reason for canceling could be given special discounts a few weeks after the cancellation. It’s an enticing offer that’s bagged them a high recurring user base.
Price Drop or Back-in-Stock Emails
Price drops and back-in-stock email notifications work well because they leverage FOMO. If you don’t act fast and buy now, the item might be out of stock again or return to its original price.
You can also try cross-selling products that are relevant to recent customer purchases. For example, if a customer ordered a phone case last week, cross-sell a discounted accessory.
Anniversary or Milestone Emails
Another way to get customers to continue promoting your brand is to keep them in the loop for the moments that count. These include anniversaries, milestones, and any noteworthy events.
For example, you can send a customer a sign-up anniversary email thanking them for their loyalty. It’s even better if you include a reward for their patronage.
Friendly Reminder Emails
Friendly reminders act as re-engagement emails for cold outreach. They’re like follow-ups that don’t feel invasive yet have a sense of urgency to them.
Let’s say a lead replied to your cold email asking for more info. When they got the info they needed they didn’t reply. You can send a friendly reminder for the next steps of the process.
Timing is crucial for sending friendly reminders. For cold emails, you want to give prospects time to reply, but not too long that the email gets lost in the inbox. Try 3 to 4 days before sending.
Re-Engagement Email Examples
Re-engagement should be part of any email outreach strategy. To help you get started, here are re-engagement email examples to take inspiration from:
Cold Email Re-Engagement Template
Cold email re-engagements are all about timing. Ask yourself, “Why now?” What’s different this time that you think prospects would reply to your cold email or follow-ups?
Is there a big market shift coming? Did your prospects achieve a milestone? Are there any big changes in the internal structure of a prospect’s company? Here’s an example of that in action:
Subject line: {{first name}}, let's continue our talk about {{service}}.
Hey, {{first name}},
I hope you’re enjoying the beautiful {{city}} weather. It’s been a while since we last talked about {{service}}. There are exciting developments that I have to share.
We recently rolled out our latest feature {{new feature}} that gives our uses:
{{benefit 1}}
{{benefit 2}}
{{benefit 3}}
I think this is exactly what {{prospect’s company}} has been looking for to help address {{pain point}}. If you’re still interested, we’d love to give you an exclusive offer.
Looking forward to hearing from you!
Thanks in advance,
{{your name}}
“Win-Back” Re-Engagement Email
Customer acquisition costs more than retaining existing customers. Don’t let your customer base slip away. Win them back using this email template:
Subject Line: "We Miss You, {{first name}}! Here’s a Special Offer to Welcome You Back "
Hey, {{first name}},
It’s been a while. We missed having you as part of our {{brand}} community! We didn’t want you to miss out on our new features and updates. Our latest version now offers:
{{benefit 1}}
{{benefit 2}}
{{benefit 3}}
To show our appreciation for your interest, we’re offering a {{discount}} on {{product}}. If you’re interested, you can click on the link below to redeem.
We’d love to have you back and continue to help you grow {{prospect’s company}}.
Looking forward to reconnecting!
Best regards,
{{your name}}
Friendly Reminder Re-Engagement Email
Sometimes all it takes is a slight nudge to direct prospects further down our sales pipelines. Here is a friendly reminder re-engagement email template that does just that:
Subject line: {{first name}}, just a quick check-in for {{topic}}
Hey, {{first name}},
Hope you’re having a great week. I just wanted to send a quick note to check in if you’ve had the chance to explore our {{unique selling proposition}}.
No pressure at all—just wanted to make sure you didn’t miss out. Feel free to reach out if you need any help or have any questions. I’m here to help!
Looking forward to hearing from you!
Thanks in advance,
{{your name}}
Key Takeaways
A re-engagement email is such a crucial tool for ensuring no prospect slips between the cracks of your outreach campaigns. To ensure you’re making the most of your re-engagement emails, remember the following:
- Don’t add leads who requested removal from your list to re-engagement campaigns.
- Timing is crucial for re-engagement. Ask yourself what’s different now.
- Segment leads who show interest but are now inactive or disengaged with your brand.
- You can use strategies like cross-selling or FOMO to improve AOV and ACV.
- Leverage tools that can automate re-engagement emails for you.
Instantly is the perfect tool for sending automated re-engagement emails. With Instantly and Salesflow, sales reps can focus on leads who fit your re-engagement criteria. Try it today!
