Win back email examples

When customers have decided to part ways or haven’t shopped in a while, win them back with a killer email strategy.

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Win-back emails are used to get previous subscribers and purchasers back in the door. This strategy can be the difference between creating a loyal customer and a one-time purchaser jumping between the many options in the marketplace.

When customers have decided to part ways or haven’t shopped in a while, win them back with a killer email strategy. And for subscription businesses, win-back is even more crucial. We’ll walk through popular tactics and implementation tips to get you started and turn your churn situation into an earn situation (see what we did there?).

Win back strategic recommendations

The key to win-back emails is quality content. Focusing on key changes and product updates can go a long way with past customers—the copy doesn’t have to be extremely personalized to work effectively. Take a look at some of our suggestions to get you started:

Remind customers what they’re missing out on

Educate the customer on how the product has changed and why they should come back. For example, Death Wish Coffee Company highlights their coffee on Amazon prime as a way for customers to get free shipping instead of buying through their website. This alternative may be enough to win-back the customer and save them money, too!

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If at first you don’t succeed, try, try again

When trying to win-back customers, it may take a few tries. Create a program that includes multiple touchpoints encouraging former customers to come back and give your product another try. For example, meal delivery kit, Dinnerly, uses multiple win-back related emails in order to get customers back in the door. (Using our Journey feature you can see how this entire journey plays out!) For this particular example, they use a discount code to entice users to sign up again.

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Use humor to get their attention

For example, the Dollar Shave Club uses humor comparing the customer & seller relationship to that of a romantic one. Clever subject lines and content can go a long way with customers and increase open and click through rates if it fits within the brand voice.

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When all else fails, offer a gift or discount (but only as a last resort)

Look at wine company, Winc. They send a $10 off promotion 21 days after membership cancellation. While this method is a good way to get a sale, it doesn’t necessarily drive retention. Think about including this strategy as a last email in a win-back series.

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Win back implementation details

Win-back emails often times may not require a ton of personalization as the content is fairly universal so implementation can be pretty straightforward. Here’s some tips to get you started within your email service provider (ESP):

Test the best time to follow-up with a win-back email

This period of time varies from company to company. For example, subscription service, Dinnerly, in the above strategic recommendation waited 21 days prior to sending their first win-back related email. This time frame could look completely different for, say, a clothing retailer. Test what works best for the brand and product.

Create exit criteria for customers

If the customer returns, it looks pretty bad on the brand if emails are still begging for them to give the product another chance (brands don’t want to be too clingy). Remove anyone who is a subscriber (for subscription services) or made a purchase within the past 2 months (for retailers) from the automated flow.

Edit win-back campaigns regularly

It’s easy to setup an automated campaign and forget about the content it’s sending. Create hype around new products, improved customer service, and any other aspects of the company that may have changed since their last purchase. For example, beauty retailer Ipsy, dynamically pulls in up-to-date products into their win-back emails.