5 Tips to Win Your Readers Back with Re-engagement Emails

Has a segment of your subscriber list gone silent? You're not alone. No brand can avoid an occasional decline in engagement from subscribers. The remedy is to stir up renewed interest in your brand with re-engagement email campaigns. With special promotions, limited offers, and, of course, good design, re-engagement emails can help reinvigorate inactive subscribers. Here are five design tips to help you win back your customers.

Tip #1: Use the subscriber's name

Get personal by using your subscriber's name. You want to grab attention right away and make a reader feel special. So in addition to making a great offer, make the reader feel like the email was tailored just for him/her. One re-engagement email uses the subscriber's name in the subject line, so while scanning through an inbox, the reader can immediately see how the email was personalized. Another brand uses great text on their CTA button — "Enjoy another free trial" is specific and engaging, more interesting and compelling than typical, expected messages like "Click here to shop" or "Shop now." Your CTA button text should also include a great action verb, be personal, and be short and sweet.

Tip #2: Recommend new products

Do you have a new look? Have you introduced new items? Did you recently start a new program or offering? Entice inactive subscribers to come back by telling them about what's new and improved with your brand. One re-engagement email leads with, "A lot has changed since you've been gone," repeating the word "new" throughout the email, including in the CTA button. The message is simple: if you didn't see something you liked before, maybe you will now, so come back to the site. The message is bolstered with a great discount. This is a smart approach for e-commerce brands that need to keep up with competitors' near-constant churn of new items.

Tip #3: Get personal with browsing or shopping history

Aside from a subscriber's name, what other data might you include to catch their eye? Similar to abandoned cart emails, which include shopping items left behind, a re-engagement email can include personalized information from a subscriber's browsing or shopping history. One brand features "recommendations just for you" based on a subscriber's browsing history. Another brand highlights how much a subscriber has saved with their previous subscription. Tailoring an email to a particular subscriber can improve the connection that person feels to your brand, and maybe improve re-engagement.

Tip #4: Don't rely on words to make an impression

Your re-engagement email shouldn't just say "Come back" or "We miss you" — it should show it. Some of the best re-engagement emails use a well-designed hero image or animated GIF to make a stronger impression. A simple, well-chosen stock image can also go a long way when paired appropriately with your message.

Tip #5: Don't be afraid to keep things simple

Re-engagement campaigns don't actually need to reinvent the wheel. This kind of email is a great place for design simplicity. A personal, to-the-point message with an easy-to-spot, easy-to-tap CTA button and a heartfelt tone can work well. Instead of offering a discount, some brands invite readers to offer feedback instead, which can make the brand seem personable and considerate. A bold HTML background color can also make a simple re-engagement email feel festive and inviting.

Key takeaways for a great re-engagement campaign

1. Use the inactive subscriber's name (in the subject line)
2. Show off new products or services
3. Incorporate browsing history or user-specific data
4. Create custom content that shows you care (like an animated GIF)
5. Keep it simple — bold HTML background colors and CTA buttons go a long way