Chapter 4: The Win Back Series
Repeat purchasers are the bread and butter of any ecommerce business. In fact, according to Adobe, 81% of an ecommerce store’s revenue is generated from just 8 of its customers. We’ll wait while you digest that information.
Of course, you can’t have repeat customers without having customers in the first place, but if you aren’t making efforts to retain your customers, you’re missing out on a crucial opportunity for your business. We will talk about customer loyalty campaigns another day. This workflow is specifically for people who purchased from you once and didn’t make a second purchase. You have a huge advantage with these customers, because they already chose to make a purchase from you once.
The win back flow will help you rekindle the spark. There are five emails in this series, and they all serve a specific purpose.
Customers who made a purchase once and haven’t made a purchase again, and who aren’t currently in an abandoned cart workflow.
Email 1: Why purchase from us again?
This is a simple email to remind your former customers you exist. This is a great place to use customer first names if possible. Here are a few examples we love:
- We haven’t seen you in a while, [First Name]
- Here’s what you’ve missed [First Name]
This first email is a simple hello to remind your lapsed customers you exist and put your email back near the top of their inboxes.
It’s your chance to remind your customers why they became your customer in the first place and remind them of the benefits of your product.
Email 2: Recommend personalized products
The goal of this email is to market additional products based on what they’ve already bought. Here are some examples:
- We think you’ll love this
- Don’t miss out on these
Okay, so we've said hello, now what? Now it's time to remind them why they subscribed in the first place. Use recommended product blocks to showcase products your customers might like based on the purchases they’ve already made, and use top selling product blocks to remind your customers of the awesome stuff you sell.
Email 3: Social Proof
This is your chance to show your prospective customers what your current customers love about you. Here are some subject line ideas:
- The reviews are in. Here’s what people are saying.
- It’s our most popular product. Here’s why.
Are you sensing a theme with preheaders yet? Make sure your text here plays off of your subject line. For example:
- The [popular product name] sells out every 30 days, for good reason.
- What’s all the hype about? See what our customers are saying about us.
Customer reviews are so incredibly important to a good ecommerce marketing strategy. The truth is, people trust other people more than they trust brands. Email #3 is your chance to show your prospective customers what your current customers are saying about you. Harness the psychological power of FOMO (fear of missing out) by pulling some customer quotes from your reviews across your site and social media.
This is also a good chance to showcase some of your most popular products - and why people love them so much.
Email 4: Ask for feedback through email replies
Since there’s a very specific purpose to this email, it’s worth it to include that information directly in the subject line. Like this:
- We want to hear from you
- Tell us about your experience with [Your brand name here]
Email 4 is your chance to solicit feedback from your customers and ask them why they went away.
You have a few options on how you do this, such as:
- linking to a form (create and link to a simple Google form!)
- having customers request a phone or zoom call
- simply asking customers to reply to this email
Pick whatever makes sense for you!
Email #5: Incentivize to drive purchase
This is an optional step, but incentives almost always improve outcomes in email marketing. Here are some examples:
- Don’t miss your [X%] discount code
Most people want a discount code, and if you want to go that route, you'll probably see the most success. Remember, even a 10% discount is good!
If you don't want to go that route, you have other options, such as:
- Free shipping
- A bonus gift
- A special offer
- Reward points if you have a reward program
- A free consultation
The key here is personalization, as always.