Ever wondered how to reconnect with customers who haven't made a purchase in a while? In this article, a Marketing Intern and a B2B Marketing Strategist for Technology SMBs share their strategies. The first insight reveals how tailored re-engagement emails can make a difference, while the last insight turns re-engagement into an exciting game. Discover these and nine additional expert insights in this comprehensive guide.
Use Tailored Re-Engagement Emails
Offer Special Discounts
Highlight Past Successes
Send Personalized Seasonal Reminders
Create Natural Touchpoints
Send Final Attempt Emails
Segment and Target Inactive Customers
Automate Re-Engagement Campaigns
Turn Re-Engagement Into a Game
Turn Re-Engagement Into a Game
I'll be honest with you—I used to think re-engagement emails were all about "We Miss You!" messages and big discounts. So, I sent those out, packed with deals, thinking they'd be a hit... but yeah, they flopped. Hardly anyone opened them, let alone came back. It was frustrating.
Then I realized something important. People don't come back for a flashy offer—they come back to feel like part of something. So I dropped the sales talk and turned re-engagement into a game. Now, it's all about reconnecting in ways that make us smile and have a bit of fun together.
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Subject Line: Ready to Play? We've Got a Challenge for You! 🎉
Here's the deal: pick one (or all) of these mini-challenges below and let's just enjoy the moment. Simple, fun, and no-strings-attached:
Share a Story Post: Snap a pic, tag us, and share something that makes you think of us. The funnier, the better! Extra points if it makes us laugh out loud.
Drop the Secret Word: Comment "Moonmagic" on our latest post. When we see it, we'll pop into your DMs with a little surprise.
Emoji Check-In: Hit reply and send just one emoji that sums up your day. No need to explain—we'll get back to you with a little something to brighten things up.
No pressure, no big sales pitch, just a chance to play, reconnect, and share a smile. Pick your favorite challenge and let's see what you come up with!
Cheers,
Kim
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Since switching things up and turning re-engagement into a game, the difference has been amazing. Open rates? Up. Replies? Way more than before. And don't even get me started on the comments—they're popping up on our posts and in our DMs like never before.
But honestly? The best part has been the connections. By inviting people to just play and have fun, we're building something real. People feel seen, valued, and excited to be part of the journey—not just a sale.
It's proof that sometimes, all it takes is a little fun to bring people back, stronger than ever
Anticipate that some of your audience will become unresponsive over time, and prepare an automated re-engagement campaign to win them back. Once you've defined who qualifies as an unengaged contact and placed them on a specific list, your goal is to move them to the next phase of their journey.
Depending on the business goal or life-cycle phase, you may ask contacts about their interests, content preferences, and whether their original goals have changed. It may also mean that the goal of the email is to encourage these unengaged contacts to evaluate your upgraded solutions as you invite them into the consideration stage of the buyer's journey.
To enhance the effectiveness of your campaign, apply behavioral science principles like 'novelty' by highlighting new updates and features that are particularly relevant to your audience now.
Here's an example:
Subject Line: Since you've been gone, here's what you missed.
Preview Text: We've made new updates to our platform, which will be a game-changer for you.
Email Copy: Hi {{first name}},
It's been a while since we last connected, but we had to share what's new with {{company name}} since we think our updated features can help {{company name}} achieve (goal of your target audience) now more than ever.
In fact, (use social proof to overcome an objection you think skeptics may have)
{{another company name}} tested it in our beta environment and improved business efficiency by 23% in 3 days.
The good news is we've made it even easier for you to test our solution. Follow this link to set up your one-click account and get started (share a secondary goal they have).
We can't wait to hear what you think.
Kind regards,
Signature
P.S. Feel free to forward this email to interested colleagues.
Sheri OttoB2B Marketing Strategist for Technology SMBs
Use Tailored Re-Engagement Emails
To reactivate inactive customers, I always use tailored re-engagement emails with a personal touch, giving them value in advance. Among the popular approaches is 'We Miss You,' a time-limited discount or exclusive offer, in a gentle way, reminding them of their favorites in the past or what just arrived that they might like. I add a link to a selected product page or a 'What's New' section. That makes it easy for them to rediscover our offerings, making them feel valued and invited back without pressure to rekindle interest.
We look at engagement rate for all email sends. If a recipient hasn't opened the last X-number of emails, we send them a "final attempt" email. The copy, paraphrased, is in the vein of, "We don't want to bother you, but if you have questions about [problem 1], [problem 2], or [problem 3], let us know if we can help."
Anyone who doesn't engage with that email is removed as a marketing contact in our marketing-automation tool (which saves us money), and we stop sending emails that have a higher probability of being marked as spam or unsubscribed.
To stay connected with customers who haven't purchased in a while, I use email marketing to send personalized re-engagement campaigns that offer a reason to come back, like a special discount or exclusive offer. I also include helpful content or updates to remind them of the value they'll get from the product. It's about creating touchpoints that feel natural and relevant, keeping the brand top of mind without being pushy. This approach builds trust while encouraging them to return when they're ready.
Example:
Subject: We Miss You! Here's a Special Offer to Get You Back
Hi [Customer Name],
We noticed it's been a while since you last visited us, and we want to help you get the most out of your experience. Is there anything we can do to assist you?
To make your return even sweeter, here's a special offer just for you:
Get $250 in credit when you restart your account today! Simply log in, head to your account, and apply this offer under the billing section. It's that easy to get started again!
Use code: 3DBFD22F2F424C89
We're here to help! If you have any questions or need assistance with your account, feel free to reach out. We can't wait to welcome you back.
Retention and lifecycle email marketing are powerful tools for re-engaging customers who haven't purchased in a while. By segmenting your email list based on purchase history, you can target inactive customers with personalized messaging. Start with a "We Miss You" email, offering an exclusive discount or product recommendation tailored to their preferences. Create a sense of urgency with a limited-time offer and remind them of their past positive experiences. Use engaging subject lines and add a clear call to action to drive them back to your store. Follow up with a series of emails if they don't convert immediately, offering more value like new product updates or loyalty rewards.
Example of a re-engagement email:
Subject Line: "We Miss You! Here's 15% Off to Welcome You Back"
Body:
It's been a while since your last visit, and we wanted to say we miss you! To show our appreciation, we're offering you an exclusive 15% off your next purchase.
CTA: Buy Now
Whether you're looking for new arrivals or restocking your favorites, now's the perfect time to return. Just use code RETENTION15 at checkout. But hurry—this offer expires in 3 days!
We primarily reach out to dormant customers during two key moments: when we're offering special discounts and when we launch significant new features.
Here's a recent example that worked well for us:
Subject: Missing you! Here's 25% off to welcome you back :tada:
Hi [Name],
We noticed you haven't visited us in a while, and we'd love to have you back! We've added some exciting new features, like [Feature Name], that make [specific benefit].
To sweeten the deal, here's 25% off your next purchase:
CODE: WELCOMEBACK25
Valid for the next 7 days
[CTA Button: Redeem Your Discount]
We've found this selective approach maintains better engagement rates than frequent check-ins, as each email has a concrete benefit for the customer, whether it's saving money or accessing new functionality.
At my local SEO agency, we understand the importance of staying connected with clients who may not have engaged with us recently. Email marketing serves as a vital tool to reach out and remind them of the value we provide.
For instance, we had a client who had previously benefited from our services but hadn't interacted with us for several months. We decided to send a re-engagement email that focused on reminding them of the positive impact our work had on their Google Business Profile.
The email began with a friendly greeting and a reminder of their success, highlighting key metrics like increased visibility and customer engagement during their last campaign. We included a brief overview of new features and updates to Google Business Profiles, emphasizing how these changes could further enhance their presence online.
To encourage them to reconnect, we offered a complimentary consultation to discuss their current digital marketing strategy. The email concluded with a clear call to action, inviting them to schedule a time that worked for them.
The response was encouraging. The client appreciated the personal touch and decided to take advantage of the consultation offer. This not only reignited their interest but also led to a renewed partnership where we helped them implement the latest strategies to improve their online presence.
Email marketing is a fantastic way to maintain relationships with customers who have not made a purchase in a while. One approach we use at Ponce Tree Services is sending personalized re-engagement emails that reflect our expertise in tree care. After being in the industry for over 20 years, we know that tree maintenance can often fall off people's radar, so we frame our emails as a friendly reminder. For example, we might send a seasonal check-in email with the subject line 'Your Trees Miss You—Time for a Checkup.' In the body of the email, we emphasize the importance of regular tree trimming and storm preparation, mentioning how the fall season is perfect for preventing winter damage. We also offer a discount for returning customers to encourage immediate action. Our message is built around our reputation as certified arborists who understand the long-term health of trees, providing value beyond just a one-time service.
This method has been highly effective in bringing back customers who have not booked us for a while. In one instance, we reached out to a customer who had not scheduled a service in over two years. They responded positively to our email, thanking us for the reminder, and booked a pruning service within a week. My background as a TRAQ-certified arborist and decades of industry experience allow me to craft these messages with authority and trust, reassuring customers that they are in expert hands. This not only revives business but also strengthens the long-term relationship with our clients.
