5 Do’s and Don’ts for Your Win-Back Series Content

The main objective of the content of your win-back emails is to incentivize an inactive customer to return to your website and make a purchase. While incentives often come in the form of discounts, they don’t always have to. The copy in your emails can draw customers back, too, so it’s important that you take the right tone and let your customers know that you value their loyalty. Here are some do’s and don’ts for the content of your win-back emails.


win-back email content

1. Do let your customers know you’ve noticed they’ve been gone. Using a headline like “While you were gone…” or “We’ve missed you, Marissa” will make it clear to customers what they’re receiving your email because you haven’t heard from them in a while. Simply mentioning the fact that you’ve noticed your inactive customers’ absence will make them feel valued.

2. Do update customers on what’s happened since they’ve become inactive. This can mean updates on new products, new company policies, or any other important changes that have taken place. If customers feel like they’ve missed out on something great, they’ll be more likely to return. Use their FOMO (fear of missing out) to your advantage!

3. Do include an incentive if your company offers promotions. This can be in the form of a discount, free shipping, or an exclusive gift with their next purchase. This technique packs the biggest punch in terms of getting your customers to come back.

4. Do include a sense of urgency. Whenever you offer a discount or other incentive, it’s important to include a sense of urgency along with it. If your offer lasts indefinitely, there’s no push to purchase. Give your customers a week or so before your offer expires.

5. Do prompt customers to unsubscribe or change their preferences if they no longer want to hear from you. This helps you avoid being sent to the spam folder for email clients that learn from users’ behaviors, like Gmail. If a customer using Gmail never opens your emails, they’re more likely to be filtered into the spam folder.


1. Don’t try to guilt customers into coming back. You want the overall tone of your email to be positive, not negative. You’re trying to win customers back, after all, not guilt trip them.

2. Don’t give everything away in the first email. Since you should be sending a win-back series, not just a single email, save your largest discount for the third and final email.

3. Don’t keep people in your win-back series flow if they re-engage before the final email. Make sure you remember to add a condition that removes those who have made a purchase since entering your win-back flow.

4. Don’t beat around the bush. When you update customers on what’s happened at your company since they’ve become inactive, you might be tempted to include a litany of facts and events. Don’t do this — it will make your email long and tedious to read. Keep your message concise so more apathetic customers won’t have to wade through a ton of extraneous information to get to the point. The email from Ballard Designs pictured above does a great job of including a lot of content in a digestible format.

5. Don’t send everyone the same message. Customer or behavioral data, like how long a customer has been inactive or whether or not they’ve visited your site, should inform the content of your win-back emails.


Once you determine when to send your win-back series, you can start working on the content of these emails. When writing them, use these do’s and don’ts to make sure your message is relevant and persuasive.

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