Winning back lapsed customers might be an uphill battle, but keeping in touch with recent customers is a cakewalk (#mixedmetaphors). Sending regular emails keeps you top of mind with folks who have bought from you recently, so your store is right there when they need you.
I generally recommend leaving inactive or lapsed customers off your newsletter sends. Why? Because if these inactive/at-risk customers are already enrolled in your winback emails, you run the risk of sending them too many (or simply irrelevant) emails. Better to let your winback sequence work its magic, and reward returning customers with newsletters once they’ve demonstrated they still want to hear from you.
This isn’t a hard-and-fast rule, though. Sometimes it still makes sense to send your very best newsletters to inactive customers (say, once every couple of months) — because a great newsletter might just re-engage those readers.
Don’t just showcase products…
Yep, emails are a great opportunity to sell, and you’re probably already spotlighting your products in your regular emails.
Instead of simply including product thumbnails and links, though, put your products in context. Explain how they’re made, what makes them special, and why they’re different from competing products.
Red Rooster Coffee includes detailed descriptions of each coffee it highlights, helping readers decide which might suit them best: