How to Master the Email Win-

Back Campaign

Julia Peavy Sarah Matthews

Julia Peavy

Director, Response Consulting

Return Path

Today’s Speakers

Sarah Matthews

Email Marketing Consultant

Return Path

Agenda

• Win-back - what is it?

• Why should you care?

• How do you emulate successful competitors?

What is “Win-back”?

“Reactivate”

“Win-back”

Top Retailers

Mailbox Providers

Why Does it Matter?

Subscriber Engagement Data

Who’s Who - How Mailbox Providers

See Your File

Mailing to Inactive Mailboxes

List Health List Health and Spam Traps

Do Win-back emails

work?

Immediate Engagement

Subsequent Engagement

45% of win-back recipients read subsequent messages.

But only 24% had read a win-back email.

When? “The right thing at the wrong

time is the wrong thing.” ― Joshua Harris

Win-back Tactics –

What Works?

Come back vs. We Miss you

% OFF VS. $ OFF

higher reads for dollar discounts

Using Competitive

Data

Frequency and Timing

Subject Line Keywords

“Come Back”

“Receive”

“Restart”

“Rediscover”

“Long”

Content

FREE GIFT | We Miss You! We've missed you. Look inside

for great savings!

Offer

$ vs. %

• See all email campaigns –

including win-back campaigns

- competing for your

subscribers’ attention

• Get real performance data

on these campaigns

• Optimize your own email

program based on what is

resonating with your

subscribers

Real Performance Data with Inbox Insight

• Full Visibility

• Real Performance Metrics

• Actionable Insights

Win-back Campaign

Examples

“It's no secret. We

miss you.”

“Julia Come Back and Take 25% Off!”

“Julia, was it

something we said?”

“Confirm Your Email & Receive 50% Off

(Details Inside!)”

“Open Up”

Win-Back Campaign Tips

• Use a shorter template and subject lines, such as “We miss you,” or “Was it something we said?” to try and capture attention.

• Focus on one clear call-to-action rather than muddling the message with different offers.

• Send more than one win-back email.

• Create a throttling schedule and deploy in smaller quantities to monitor complaints, unsubscribes, and unknown users.

• Don’t remove subscribers immediately after sending a reengagement campaign.

• On-Demand Webinar: What Marketers Need to Know about Email Engagement and ISP Filtering

landing.returnpath.com/email-engagement-webinar

• The Email Marketer’s Guide to Bounce Processing

landing.returnpath.com/email-bounce-processing-whitepaper

Additional Resources