How to Write An Ecommerce Winback Email

Baby come back! We talk a lot about how valuable repeat customers are to ecommerce merchants. They’re your bread and butter. Not only do they have a higher lifetime value but it’s cheaper to turn one-time customers into repeat customers (you already have their email address, right?).  So what do you do if your number of one-and-done customers is higher than you’d like? Don’t cry over those metrics, get creative with a crafty, useful Winback Email Series. 

Not sure where to start? Well, luckily for you, we’ve created a guide to winback campaigns and other fundamental email campaigns for your business.  In fact, we even built you a Workflow to use in your Drip account! 

Even if you aren’t a Drip user (we can still be friends), we’re going to show you how to create your own Winback campaign, as well as some of our favorite examples from brands we love. 

 

What makes a winning Winback Campaign?

Marketing is all about customer relationships. And if you’re creating a Winback campaign, chances are your relationship has lost some of its spark. Don’t worry, we’ve all been there. Remember, your customers purchased from you for a reason. Winback campaigns are all about reminding people what brought them to your brand in the first place. 

Here’s what to include:

  • 2-3 emails in the series

  • Brand colors and imagery

  • An offer 

Now let’s jump into the examples...

Winback campaigns we love

IHeartRaves

We love this email from Iheartraves. It proves that sometimes simple is better. The offer is front and center, and the brand colors really pop.

BarkBox

Ahh, the power of copy. Phrases like “exclusive access” and “back by popular demand” can be very persuasive. Who doesn’t get FOMO from time to time?

We also love how they’ve called out specific features about the bowl. Pet owners only want the best for their fur children.

Wolven

Wolven Threads has some really excellent email marketing strategies. Most of their subject lines are in all caps (consistency is key), most emails include a countdown timer (sense of urgency is always a great tactic), and they always include an offer. I can personally attest to how effective these things are, as I write this while wearing leggings from their store 😅.

BirchBox

 

Ok, again with the FOMO. But we love how they actually called it out. This is the power of human psychology in copywriting - mixed with relevancy.