How to Create Win-Back Emails That Actually Win Customers Back

Creating and implementing effective win-back programs is the simplest way to increase revenue and profitability. Once the acquisition costs have been reclaimed, retained customers are the most profitable segment in a company's database. I often wonder why every business doesn't have an aggressive campaign in place.

The typical win-back program consists of an email or two that declares, "We want you back!" with no acknowledgement of the recipients' buying history or relationship with the company. It's as if the marketers think that changing the subject line and mentioning that the customers have been missed is enough to make people come running back.

Generic win-back emails come from B-to-C and B-to-B companies. The first example is from 1800PetSupplies. There are three mentions about wanting the customer to buy again. The first is in the subject line. It reads, "Psst! Come Back for 25% Off Your Entire Order." The two other mentions are in the body. They are, "We Miss You! Come Back & Save 25% Off Your Entire Order!" and "We Miss You! Come Back & Save!" There is something missing from this email. While you are thinking about what it could be, let's look at the second example.

Bloomberg BusinessWeek sent an email that looks like it might be designed to win subscribers back. The subject line reads, "Welcome Back Rate - Save 88%" but there is no other mention of wanting the recipient back in the email. The message is personalized with [insert name here] technology, but there is nothing about the subscriber's history.

What Is Missing From Typical Win-back Campaigns?
People stop buying, subscribing or donating for a reason. Knowing why they left is the first step to getting them back. The typical win-back campaign is missing the personalization that entices people to come back. It's very hard to convince customers that they were missed when you don't recognize them.