When customers fall off the radar, a customized win back email campaign can reignite their interest and drive them back to your online store. These emails gently remind them of your brand’s value, and you can often pair them with enticing offers to sweeten the deal.
In this article, I provide you with 10 effective customer win back email templates you can use, and I’ll go over the best practices on writing one yourself later on.
Win back customer email templates to re-engage lapsed customers
The win back email examples in this section will help you reach out to disengaged email subscribers, ignite their interest, and boost customer loyalty. Feel free to simply copy them and insert your own details.
Template 1: Let your customers know you miss them
| Subject line: We miss you! Here’s a special discount just for you. Hi [Customer Name], We noticed you haven’t shopped with us for a while, and we miss you! To show you how much we value you, we’re offering you an exclusive discount code for your next purchase. Discount code: WELCOME BACK Use this code at checkout to enjoy 20% off your next order. Don’t wait too long; this offer is valid for a limited time only! [CTA Button: Shop Now] We hope to see you soon! Best regards, [Company Name] |
Template 2: Product and service updates
| Subject line: Discover our new products/services — just for you! Hi [Customer Name], We’ve been busy and have some exciting new products/services we think you’ll love! As one of our valued customers, we want you to be the first to know. Come back and check out what’s new in our store. [CTA Button: Explore Now] We look forward to seeing you! Best, [Company Name] |
Template 3: Feedback is important
| Subject line: Your feedback is important to us! Hi [Customer Name], We noticed you haven’t been around lately, and we’d love to know why. Your feedback is important to us and helps us improve the way we communicate with you and the entire [company name] community. We’d greatly appreciate it if you could take a moment, and complete this short survey. Thank you for your time, and we hope to hear from you soon! Sincerely, [Company Name] |
Template 4: Last chance for a discount
| Subject line: Last chance! Don’t miss out on your exclusive discount. Hi [Customer Name], This is your last chance to use your exclusive discount code before it expires! Don’t miss out on this special offer just for you. Discount code: FINALCHANCE Use it now to enjoy 25% off your next order. Hurry, this offer ends soon! [CTA Button: Shop Now] We hope to see you back! Warm regards, [Company Name] |
Template 5: Freebie offer
| Subject line: Welcome back! Here’s a special gift for you. Hi [Customer Name], We noticed you haven’t visited us in a while and we wanted to extend a warmback welcome with free shipping on all of our products. We value your loyalty and look forward to serving you again! Best wishes, [Company Name] |
Template 6: Exclusive offer
| Subject line: Exclusive offer just for you — don’t miss out! Hi [Customer Name], We’ve missed you and we’re excited to offer you an exclusive deal! Get 20% off your next purchase with the coupon code EXCLUSIVE20. This special offer is just for our valued customers like you. [CTA Button: Redeem Offer] We hope to see you back soon! Best, [Company Name] |
Template 7: Feedback + discount
| Subject line: Help us improve — we value your feedback. Hi [Customer Name], Your satisfaction is our top priority, and we noticed you haven’t been active lately. We’d love to hear your thoughts on how we can improve. Please take a quick survey and receive a 10% discount on your next order as a token of our appreciation. [CTA Button: Give Feedback] Thank you for your time, and we hope to hear from you soon! Sincerely, [Company Name] |
Template 8: Loyalty rewards
| Subject line: Your loyalty reward awaits — come back today! Hi [Customer Name], We appreciate your past business and want to thank you with a special loyalty reward. Use the code LOYALTY25 to get 25% off your next purchase. [CTA Button: Claim Reward] Thank you for being a valued customer. We hope to see you back soon. Warm regards, [Company Name] |
Template 9: New features or products
| Subject line: Discover our new features — just for you! Hi [Customer Name], We’ve been busy improving our software, and we’re excited to share our new features with you! So, here’s a free subscription so you can play around and check out what’s new! We look forward to welcoming you back! Best, [Company Name] |
Template 10: Limited-time offer
| Subject line: We miss you! Limited-time offer inside. Hi [Customer Name], It’s been a while since we last saw you, and we want to change that! We’re offering you a limited-time discount to welcome you back. Use the code MISSEDYOU to get 20% off your next purchase. Hurry, this offer won’t last long! [CTA Button: Shop Now] We can’t wait to see you back! Best regards, [Company Name] |
How to write a win back customer email
Now, let me help you craft sublime emails for effective win back email campaigns that remind customers about your brand’s value and boost customer retention.
1. Identify inactive customers
Before putting pen to paper, identify existing or new customers in your email list who haven’t purchased or engaged with your business for a while.
Email marketing automation platforms like Sender offer detailed insights that help you identify these lapsed customers through relevant email metrics. You can also create an automated win back email sequence that triggers based on a customer’s action.
2. Craft compelling subject lines
Your win back email subject line is the first thing existing customers will see, and it will determine whether they open the email or not. In fact, 47% of shoppers open an email based on the subject line alone.
Some examples you can use in your e-commerce emails include:
- “We Miss You! Here’s a Special Offer Just for You”
- “Your Exclusive Discount Awaits – Come Back Today”
- “Last Chance! Don’t Miss Out on This Special Deal”
For more tips, refer to this comprehensive guide on email subject lines.
3. Personalize your emails
Personalized experiences largely influence the decision to engage with emails for 71% of shoppers.
So, use the customer’s name and reference their past purchases or interactions with your brand. This will show that you value them and understand their preferences, which may turn them into repeat customers and reduce customer churn.
Here’s an excellent example from Busuu, a language-learning platform:
4. Highlight the benefits of returning
You should clearly state what inactive users will gain if they return to your brand. This could be a discount, exclusive offer, or a new product that aligns with their previous purchases. Or, maybe even better, remind them why they used your service/product in the first place.
Here’s an example from Godaddy, a web hosting company:
5. Use a clear call-to-action (CTA)
Your CTA should be clear and compelling enough to encourage lost customers to take your desired action. Some examples of effective CTAs you can use include:
- “Shop Now”
- “Claim Your Discount”
- “Explore New Arrivals”
Also, use buttons with vibrant colors to make the CTA stand out. This email from Duolingo, a language-learning app, does this pretty well:
6. Create a sense of urgency
The fear of missing out (FOMO) can make consumers more likely to engage with your win back emails to avoid feeling left out. According to FinanceOnline, 60% of millennials buy products within 24 hours due to FOMO.
So, the general rule of thumb is to use phrases like “limited-time offer” or “expires soon” to motivate customers to act quickly.
Here’s a good example from Barnes & Noble, a retail bookseller:
Social proof reassures inactive subscribers about the quality and popularity of your products or services. In fact, 66% of customers will buy a product because of its positive reviews.
Therefore, add testimonials, reviews, positive social media posts, or statistics showing customer satisfaction and success stories.
Here’s an example from Harvest, a time-tracking software that shows how to use social proof effectively:
8. Test and optimize
Experiment with different CTAs, subject lines, and email copy to see what resonates best with your customers.
Moreover, you can use A/B testing to compare various versions of your email and optimize based on open rates, click-through rates, and conversion rates.
9. Follow up
If your initial email doesn’t get a response, your customer service team can send a follow-up email. Sometimes, a gentle reminder can turn a lost subscriber into a loyal customer.
That said, make sure the follow-up email is friendly and not too pushy so you can maintain a positive relationship with your customer and increase the likelihood of a positive response.
Here’s an example template you can use:
| Subject line: Just checking in – we miss you! Hi [Customer Name], We hope this message finds you well. We noticed that we haven’t heard back from you since our last email and just wanted to follow up. Sometimes, things get lost in the shuffle, so consider this a gentle reminder that we’re ready to help you with [mention the product/service]. We value your interest and would love to have you back with us. If you have any questions, please don’t hesitate to reach out. We’re here to help! Thank you for your time, and we look forward to hearing from you soon.] Best regards, [Company Name] |
10. Let them know they’re off the list
If nothing else works, you can always try the ‘unsubscribe’ win-back email that lets your customers know you’re removing them from your email list. This type of email is similar to the ‘last chance’ email, as it gives your customers one more chance to re-subscribe.
So, if you think it’s time for a bit of reverse psychology and an ‘unsubscribe’ email, simply let your customers know what it’s about in the email body and slap a clear CTA at the bottom.
Here’s an example you can use:
| Subject line: Is this it? Over at [Company name], we know how to take a hint: you’re not interested in our affordable [service/product name]. And that’s perfectly fine, we understand. If you’d like to stop receiving emails from us as well, no biggie, we’ll take you off our list! However, if you still want to hear from us, a click below will do the trick—we hope you’ll stay, but we respect your decision regardless. [No, keep me on the list] CTA Sincerely, [Company Name] |
What’s next?
Win back emails are a powerful tool in your marketing strategy. They help you re-engage inactive customers and remind them of your company’s value.
Feel free to use the customer win back email templates above as a foundation for your own win back campaign. And most importantly, keep experimenting, optimizing, and personalizing your re-engagement emails to see what resonates best with your audience.