Need a template for a SaaS or B2B re-engagement or winback email? Here’s one to get you started!

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What is a SaaS winback/ re-engagement email?

Winback emails are useful at a couple different points for SaaS companies. First, you can send re-engagement emails to people who never upgraded to a paid trial from a free once. Second, you can send winback emails to people who have cancelled their account.

Winback Email Template

Below is a writing prompt for a SaaS winback email. Use the pointers to get those ideas flowing!

Day 1 - Biggest Impact Email

Subject Line:

Pointer: Your goal for a winback or re-engagement series is to make lapsed customers come back fast, meaning they receive as few winback emails as possible. So, bring out your subject line big guns. I think honesty and staying true to what’s actually inside the email are non-negotiable, but try tapping on human emotions to inspire opens. Can you make a user curious, envious, or inspired?

Prompt: Based on what you may know about why users leave, what would catch their eye the most? If it’s a price issue, you could try a discount. If they grew out of their plan, offer a deal when they upgrade. Are they straight up not seeing the value? Entice them with some crazy results or wins they could achieve.

Body Copy:

Pointer: What you do to win users back is entirely up to you. Discounts of some form are common, but not everyone will want to do that. If you aren’t sure what to offer, set up an email or step in the cancellation process that asks them why they’re leaving. Then, counter those objections in this email. Show off some results of current users, let them know the offer you’re presenting is exclusive + time-bound, or offer access to special information or resources.

Prompt: What can you show people to both motivate them to choose you again and make them want to run from their current solution.