In the high-stakes world of SaaS, every dormant account represents not just a lost opportunity but also a potential driver of recurring revenue if reactivated. Re-engaging inactive customers isn’t merely a marketing tactic—it’s a core component of your customer success strategy that can significantly lower churn and boost renewal rates.
Imagine having a tool like Custify at your disposal, giving your team the power to track user behavior and send the right message at the right time.
In this guide, we explore seven proven email re-engagement strategies tailored specifically for subscription-based businesses and customer success teams, packed with practical examples, actionable tips, and a friendly, down-to-earth narrative to help you win back your users.
Why You Should Use Email for Customer Re-engagement
Perhaps email wouldn’t be the first approach you’d take to re-engage inactive customers. You might prefer a dedicated team member like a customer success manager to contact them directly. Or you could feel it’s not wise to focus your strategy on them, and you’d rather invest in rewarding loyal customers or acquiring new ones.
However, using email marketing for customer re-engagement serves several strategic purposes. Here are the most important ones:
- Educating customers. Win-back campaigns help brands share helpful content about their value proposition in every step of the customer journey. From tips on how to get started to comprehensive guides on how to use advanced features, you educate users effectively and reduce the risk of customer churn.
- Offering multiple options to reconnect. Email excels at customer re-engagement by providing readers multiple ways to reconnect with your brand. Whether it’s claiming a discount, completing a survey, or reaching out to a customer service agent, you cater to different customer preferences—unlike methods like retargeting ads that just direct customers back to your site.
- Improving customer relationships. With re-engagement emails, you can personalize your communication and boost brand loyalty. It might be through an email survey or an email preference center. Either way, subscribers will point you in the right direction; they’ll tell you what kind of content they prefer, how often they’d like to receive emails, or which products they’re interested in.
- Keeping a healthy email list. Disengaged subscribers are one of the reasons your deliverability is dropping. Low engagement sends a signal to email providers that recipients may not want to receive and interact with your emails. But sending win-back emails helps you decide which recipients are worth keeping. If some subscribers don’t engage with these emails, then you should consider letting them go to maintain a healthy list.
How to Win Back Dormant Customers with Re-engagement Emails (with Examples)
Re-engagement emails are about proving your product’s or service’s value to earn your customers’ trust back. But they can do so through a range of strategies, depending on their preferences and the resources at your disposal.
1. Keep it Simple
In the effort to impress someone, it’s natural to try too hard. The same goes for win-back emails where this effort may translate into cluttered layouts. Sure, you might be tempted to share a lot of information to hook dormant customers. But it’s better to focus each email on a single message.
This is a common case in SaaS email marketing. You might want to send a re-engagement campaign including all your features, how-to video guides, and use cases. And you don’t want to leave out that exciting event you have coming up. Now let’s say you choose to send a different email, one that promotes a new feature that they didn’t get to use. Which one will be more impactful?
A minimalistic design that’s centered around your key message makes all the difference to re-engage users. What do you have to offer? Where have you improved? Your focus point is to answer these questions. And everything in your email should serve that goal, from the fonds to the number of visuals. So, ensure to follow these actionable tips to accomplish it:
- Put your message front and center, centering your email on the benefits of re-engaging. Remind users why they signed up and how you can help them.
- Use a single call-to-action to show what you’re asking users to do. Multiple options will frustrate them, whereas a unique and concise CTA will guide them towards conversion.
- Emphasize key elements like your CTA. Think of ample white space, email-friendly fonts, short paragraphs, and bullet points. This approach reduces eye strain while enhancing readability.
- Invest in email templates to ensure minimalistic design. Most email marketing platforms offer ready-made templates with responsive layouts, color contrast, and white space. That way, you save time from designing your email with simplicity in mind.
This SaaS email template by Moosend follows the principles of a simple and concise yet effective design. It keeps the focus on the key message, which is the upcoming announcement. The most prominent elements are the strong CTA and the countdown timer that instills a sense of urgency. Adding such elements to a clean layout catches the reader’s attention while urging them to act quickly.
2. Offer Exclusive Discounts and Perks
You’ve probably used incentives as part of your lead generation efforts. So, why not use them for email re-engagement, too? Incentives such as exclusive discounts and perks work great for bringing customers back. It shows them that you’re willing to reward loyalty if they take that leap of faith.
The key to creating exclusive incentives is to know what inactive customers are interested in. By tailoring your offer to their preferences, they’ll have a tough time resisting it.
Have they tried out one of your services and dropped out after a while? Consider giving them a discount on an upgrade of that service. Have they shown interest in specific content types? Share sneak peeks of upcoming blog posts on relevant topics. Another idea is to invite them to join your loyalty program. In this case, ensure that you list all the rewards and perks that go along with it.
The list is endless if you create a sense of exclusivity to make readers feel special. Showcasing the value of redeeming the incentive works great, too. The same goes for adding some urgency to your re-engagement offer. People love getting something for free as much as they hate missing it due to a deadline expiring.
Imagine this scenario:
A customer who hasn’t logged in for 60 days receives an email with the subject line “We Miss You—Enjoy 20% Off Your Next Upgrade.” This isn’t just about a discount; it’s about rewarding loyalty and making them feel special. By tailoring the incentive to the customer’s previous behavior—perhaps offering an upgrade discount for a service they once used actively—you create a personalized touch that can reignite their interest.
What to Do:
- Personalize the discount or perk based on past engagement.
- Set a clear, urgent deadline to create FOMO (fear of missing out).
- Use a straightforward CTA that highlights the exclusive nature of the offer.
Subject line: We saved these and got you 20% off
In this re-engagement email, Forever 21 uses the recipient’s browsing history to recommend products they’ve shown interest in. The brand also throws in a 20% discount to sweeten the deal. Adding phrases like “before they’re gone” and highlighting that the offer will be active only for 7 days prompts immediate action.
3. Employ Humor
Consumers love it when brands employ humor. According to a study, 72% of the respondents would opt for a brand employing humor over a competitor that doesn’t. Humor reminds consumers of real-life connections, meaning the ones where there’s no money involved. So, you have more chances of winning customers back when they forget about the business factor.
A humorous message may be something as simple as a fun emoji or an eye-catching meme. Visuals aren’t the only way to go at it. There’s the alternative to bring a humorous spin to your email copy. Invest in inspiring wording to say you miss them, use catch phrases to hook them, and leverage pop references to make your message relatable. Even if they don’t purchase at that moment, they’ll remember how you made them feel. After all, who doesn’t remember a good laugh?
Be careful with this tactic, though. As with people, not all companies can add a humorous touch to their communications. If such an approach doesn’t fit your overall brand tone, you’d better think twice about using it. It’s also important to diversify this tactic based on your audience’s age and background. Funny or witty content might hit a soft spot for younger adults. Yet, the same content could annoy professionals who want you to get right to the point.
Picture this:
Your re-engagement email sports a subject line like “We’re Not Crying, You’re Just Missing Out 😢” paired with a fun graphic or meme. This approach not only captures attention but also softens the transactional nature of a win-back email. A little humor can remind users that there’s a human side to your business and that you genuinely care about their experience.
What to Do:
- Use playful language and visuals, but keep it in line with your brand’s tone.
- Test humorous emails on a small segment first to ensure they resonate with your audience.
- Balance humor with a clear message on how you can add value to their daily work.
Subject line: 🔇 These reminders don’t seem to be working
Humor isn’t always a ha-ha thing. In fact, it can be quite subtle. In this email by Duolingo, the copy doesn’t include funny words or memes. All they do is add a cute image of Duolingo and ask if he came on too strong. They give the recipient space and time by reassuring them they won’t receive more reminders until they’re ready to come back. This gentle and cool approach could be enough to revive the relationship.
4. Share Exciting Updates or Educational Content
If a customer’s inactivity had to do with your product, chances are you’ll need more to convince them now. But instead of directly promoting a product with a discount, try to show its value. How can you do that with a win-back email? One way is to present new features to show ongoing development. Or you can share educational content to show expertise. In both cases, you keep your brand top of mind.
Consider using a summary of product updates to highlight the value they’re missing. You could analyze users’ browsing or activity history to identify features they previously explored. Suppose a customer visited your analytics page in the past but never upgraded to access the feature. Now you’ve added options like real-time reporting or one-click insights exporting. Use your re-engagement email to highlight this new functionality.
To determine what they once valued in your product, go through their website interactions. Did they engage heavily with your collaboration tools or download a relevant guide? Share how recent updates or new integrations enhance teamwork even further. Not only will you remind them how they once valued your product but also show your commitment to optimizing it.
Another idea is to share educational content that goes through all the use cases of your products or services. From case studies to video tutorials, educational content should address the question: “How can I make the most out of this product?” When you teach inactive customers their functionality and uniqueness, you do the heavy lifting for them. You also address potential concerns, so they won’t have to search for answers on your blog or contact your customer service team.
Imagine:
Your platform recently rolled out a real-time analytics feature that simplifies complex data reporting. You send an email showcasing this update, complete with a short demo video, a case study on how it boosted productivity for a peer company, and a CTA like “Discover the New Feature.” This approach not only re-educates your users on what they’re missing but also demonstrates your commitment to continuous improvement.
What to Do:
- Highlight the latest product updates or feature enhancements.
- Include bite-sized educational content like video tutorials or infographics.
- Personalize the content by referencing features that a specific user has previously explored.
Sharing educational content doesn’t mean listing everything that’s new in your business. Create short snippets and an actionable email CTA that encourages subscribers to “Read more” or “Shop now.” Bathing Culture shares tips from their customers themselves, combining social proof with educational content. The email lists different use cases of their products and their benefits. No better way to win back inactive consumers than to show how your products make your customers happy.
5. Announce Limited Time Offers
Offering a limited time offer to dormant customers creates excitement while providing value. Besides that, nothing sparks action like the fear of missing out on a privilege about to expire.
Picture this: an email arrives with a subject line like “Your Exclusive 7-Day Renewal Bonus – Don’t Miss Out!” The email features a countdown timer and highlights the benefits of taking immediate action, such as a discount on annual subscriptions or an upgrade offer. This creates a fear of missing out (FOMO) that compels users to act quickly.
The key is to create a sense of urgency and make the offer irresistible. Here’s how:
- Craft an attention-grabbing subject line that mentions the offer, using phrases like “limited time offer” or “don’t miss on,” etc.
- Highlight what customers will gain from claiming the offer, keeping the message concise and helpful.
- Set a clear deadline to reinforce urgency in your email content. Specify the time left, e.g., “Offer ends in X hours/ days.”
- Tailor the offer to the customer’s past behavior. For instance, offer a discount on a more advanced version of the product they originally subscribed to.
- Mind the use of CTAs. While it’s preferable to stick to a single CTA, eCommerce brands might leverage the occasion to promote several product categories.
- Leverage visuals to emphasize the fleeting nature of the deal. Think of countdown timers, bold colors and fonts, and prominent CTAs.
- Say why you offer what you do. Ensure you mention that this is not yet another promotional offer. Instead, you share it because you want to reconnect.
Subject line: Did you see our BIGGEST Anniversary Sale?
This email by Brooklinen is a mix-and-match of two effective email strategies for customer re-engagement. Brooklinen announces a 10-year anniversary sale offering discounts up to 45% off for its bundles. But they also made sure to list important milestones, inviting readers to take a “walk down memory lane” with them. Cleverly enough, one of the milestones is about reaching more than 100k customer reviews. Social proof works wonders to display your brand’s growth and the ongoing trust that consumers put in your products.
6. Ask for Customer Feedback
This email practice might seem controversial. If a customer has remained inactive for some time, why would they bother sending their feedback? It’s true that leaving feedback takes time on the recipient’s side. Time they’ll spend offering your business valuable data to use in your customer churn analysis. Unless you show them that it’s a mutually beneficial task.
Start by explaining you need it to keep optimizing your marketing strategy and product development. The closer you get to their needs, the greater the chances of designing a better product. Also, be sure to mention how their insights are key to identifying potential bottlenecks. Whether it’s about your content marketing efforts, customer service, or your offerings per se, ask them what you can improve. Why did they step away in the first place? How can you remove existing barriers?
Once customers see how sharing their feedback will help them, it’s time to remove any friction point, making the completion easy and quick. Therefore, avoid making it a multi-step process. The most effective method is to have them complete a brief survey or poll within the email, without having to move to another page. Alternatively, include a direct link that will bring them to your feedback form.
To further ease the process, let subscribers know upfront what it will take on their side. For instance, mention the time they’ll need to complete it. When they understand it’s a small commitment, they’ll be more eager to find the time for it. Also, consider including a small incentive like a coupon code or free event registration. This is active proof that you care to give them something of value in return.
Imagine sending an email titled “We’d Love Your Feedback – Help Us Improve!” which includes a short, one-question survey embedded directly in the email. This low-friction approach can provide invaluable insights into why a user became inactive and what you can do to win them back.
What to Do:
- Keep feedback requests brief and easy to complete.
- Explain that their input will directly influence product improvements and customer support.
- Consider offering a small incentive, such as a discount or free resource, for completing the survey.
Subject line: Workday Quiz Time
Bellroy created a brilliant feedback request email. They used an exciting interactive quiz to increase the chances of engagement. The brand crafted this campaign to gather valuable data while recommending the most relevant products on the spot based on the answers. It’s easy, it’s fun, and, more importantly, it’s educational. That way, dormant customers can find exactly what they need and understand why they need it.
7. Segment your Audience for Maximum Impact
One-size-fits-one campaigns rarely convince disengaged customers. That’s where email personalization steps in. In re-engagement emails, customizing your message to the recipient’s likes and requirements is critical. Delve deep into their past interactions, such as engagement with previous emails or shopping habits.
Have your customers engaged with your email content recently? Or have they shown no interest in opening them? Clarifying this helps you identify the kind of email content you’ll send to each group. People who tend to engage with your campaigns should receive fresh content. Whereas less engaged subscribers are more likely to act on a compelling discount.
After that, you can take your segmentation one step further. Do you have inactive customers who were once highly engaged? An effective incentive could be exclusive access to new features. Make sure you mention that you appreciate their trust and want to continue adding value to their lives. What about customers who signed up for a free trial but didn’t convert? In that case, sending material like how-to guides or explainer videos is ideal to show them how your products work.
Customers in different industries will be looking for different functionalities. Professionals in healthcare require features that address their unique challenges like HIPAA compliance. Whereas with non-profit organizations, you’d better advertise cost-effectiveness and donor management tools.
Similarly, consider your customers’ demographics. Not every email practice works for every segment in your list. With younger audiences, a touch of humor or fun memes might be that extra nudge you need. On the other hand, professional segments usually look for a more polished tone in their communication.
Imagine the possibilities:
Some users might have stopped logging in due to a minor issue, while others might have never fully experienced your product’s value. By leveraging data from your customer success platform (like Custify), you can create distinct segments and customize your messaging accordingly. For example, send a gentle reminder email to users who were slightly inactive, while offering a robust incentive or educational content to long-dormant subscribers.
What to Do:
- Use data-driven insights to segment your audience by engagement level, industry, or previous behavior.
- Develop tailored email campaigns for each segment—one for trial users, another for long-term subscribers who need a nudge.
- Continuously monitor and adjust segments based on real-time performance data.
Wrike personalizes its re-engagement email by considering the customer’s stage in the sales funnel. They use many resources to explain the tool’s capabilities. From highlighting the time-saving nature of the content to urging them to schedule a personalized demo call with a Wrike expert, the email contains all the tools to make customers convert.
Focus on Customer Retention
For SaaS companies, every re-engagement email should have one clear objective: reignite customer interest. But this isn’t just about sending a one-off email—it requires a deep understanding of your customer database, continuous optimization, and multiple touchpoints to truly make an impact. You need to invest in a series of emails that target different segments of your audience with tailored messages. Regular A/B testing becomes your best friend here, allowing you to refine subject lines, content, and calls-to-action one element at a time until you find what resonates best with your users.
A multi-touch approach is essential. It means not only sending re-engagement emails but also combining them with social media retargeting and in-app notifications to reinforce your message across channels. And don’t forget, the first step in customer retention is always respecting your subscribers’ preferences. If inactive customers want fewer emails or need a way to unsubscribe easily, giving them that option not only keeps your list clean but also upholds your brand’s trust and integrity.
Tools like Custify empower your Customer Success team to track customer behavior and automate personalized outreach. With real-time insights at their fingertips, your team can proactively address issues before they escalate—turning dormant accounts into active, loyal customers who drive recurring revenue.
Conclusion
In summary, refining your email re-engagement strategy is key to long-term customer retention in the SaaS world. By continuously testing, optimizing, and personalizing your email campaigns, you can effectively reduce churn and boost renewal rates. A multi-touch, data-driven approach—integrating emails with social media and in-app notifications—ensures that your message is heard loud and clear across every channel.
Remember, customer retention starts with listening to your users. Respect their preferences, offer targeted incentives, and use CS platforms like Custify to make data-backed decisions. With the right blend of personalization and persistence, you can turn inactive customers into vibrant, loyal advocates for your brand. Keep showing your appreciation and rewarding their trust, and watch your customer relationships—and revenue—grow over time.
Wrapping up, refining your email re-engagement strategy is key to long-term customer retention. You can reduce high churn rates by being on the lookout for changing customer needs and tailoring your messages based on them. Keep showing your appreciation and rewarding their trust every step of the way to turn dormant relationships into vivid, fruitful partnerships.
