By Taryn Hefner
Taryn runs Marketing at Join It and is a lover of all things data! You can frequently find her experimenting in the kitchen, absorbed in a book, or brushing up on her Python coding skills.
Maybe you sent too many emails. Maybe your event didn’t go as planned. Maybe it wasn’t anything you did, your member just wasn’t engaged and left your group. While it’s easy to feel discouraged when you lose a member, there are always strategies to try and win them back (without reenacting John Cusack in Say Anything).
Do you want them back?
Sometimes, your members are doing you a favor by leaving your group or unsubscribing from your emails. If their payments were constantly late, or they would RSVP to volunteer at an event and then forget to show up, it might be better to part ways sooner rather than later. If this is the type of member you see leaving your organization, it’s best to say goodbye with no hard feelings.
Find out why they left
This is where it’s helpful to be a little proactive. Consider an exit survey when members do decide to leave, or unsubscribe from your emails. This can help you gain more insight into what finally pushed them to disengage with your organization. Maybe it’s too much communication, maybe your fees are too high for them. Once you have this information, you can do a lot more to try and convince them to return.
Ready to try a re-engagement email?
A re-engagement email, also called a win-back email, is meant to convince users who may have strayed from your organization that you’ve changed and that they should give you another chance, baby! Here are some examples of successful email win-back subjects:
These general subjects will spur your readers to take action, whether it’s checking out a new offering, using a discount you’ve given them, or interacting with your organization in another way.
General email re-engagement tips:
Regardless of why your members are leaving your group, an email re-engagement campaign is a great way to not only clean up your contact list, but also get some insight into how your group is viewed by your members. Make sure you use that information to the best of your ability!
If you’ve recently run a re-engagement or win-back campaign, let us know how your results were, and what you would do differently next time!