Re-connecting with old leads and prospects is critical for sales teams, but crafting emails that re-engage dormant contacts can be tricky.
This post covers everything you need to know about re-engagement cold email templates – when to use them, what to include, tips for writing compelling subject lines and body copy, and real examples.
You’ll learn proven strategies to restart conversations and drive new business from lapsed leads.
What is a Re-Engagement Cold Email Template?
A re-engagement email template is designed to restart a sales conversation with a contact that has gone cold.
The goal is to re-establish rapport with leads or prospects that previously expressed interest but have since become unresponsive.
These templates work best when contacting former leads, lapsed trial users, or past customers who haven’t made a purchase recently.
The email aims to reopen communication in a helpful, non-salesy way.
Effective re-engagement templates often include:
- A warm, personalized greeting referencing your previous interactions.
- An acknowledgment of the time passed since your last correspondence.
- A refresher on who you are and what your company offers.
- An open-ended question or prompt to restart the conversation.
- A clear call to action to schedule a meeting, demo, or discuss current needs.
- A soft sales touch rather than a hard sell pitch.
The tone should be friendly, sincere, and focused on understanding how you can assist them rather than making an aggressive sales push.
The goal is to re-establish rapport and trust as a basis for renewing the sales relationship.
Why is the Re-Engagement Cold Email Template Useful?’
Re-engaging with old leads and customers through targeted outreach pays off. This type of email template offers several advantages:
- Cost-Effective – Email is an affordable channel, and re-engagement requires minimal effort compared to acquiring new leads. Focus on low-hanging fruit in your existing pipeline.
- High ROI – Dormant leads have already expressed interest, so re-engaging them has a much higher conversion rate than cold outreach. Even a small percentage of re-activated leads can drive substantial revenue.
- Refreshes Brand Familiarity – A warm re-introduction reminds contacts who you are and what you offer after time has passed, priming them for a sale.
- Builds Deeper Relationships – Personalized re-engagement establishes trust and rapport with leads, strengthening customer relationships over time.
- Gains Customer Insights – Re-engagement emails provide an opportunity to learn why the prospect went cold and how you can improve your offerings or outreach.
In summary, re-engagement email templates enable sales teams to efficiently restart conversations with previous leads to unlock hidden revenue opportunities in the pipeline.
When to Use Re-Engagement Cold Email Template?
Timing is everything when it comes to utilizing a re-engagement cold email template.
It’s a strategic tool designed to recapture the attention of contacts who have drifted away.
Knowing when to deploy this template is crucial for its success, as it relies on striking a chord with recipients at a moment when they’re most receptive to reigniting the relationship.
Here’s how to pinpoint those moments within your email sequences:
Initial Signs of Disengagement
The first sign of waning engagement, such as a drop in email opens or click-through rates, is a critical time to send a re-engagement email. This proactive approach can prevent a full lapse in communication, reminding the recipient of your brand’s value proposition and relevance to their needs.
Post-Transaction Period
After a customer completes a purchase or a client finishes a project, there’s often a natural decline in interaction. If this quiet period extends beyond the norm, a re-engagement email can serve as a touchpoint to maintain the relationship, potentially prompting repeat business or referrals.
Subscription or Activity Lulls
For subscription-based services or regular interactions, a re-engagement email is well-timed just before a renewal is due or when a usual pattern of engagement has been interrupted. This can remind customers of the benefits they’re missing and encourage them to re-engage before deciding to discontinue their subscription.
Following Major Updates
When your service or product undergoes significant changes, it’s an opportune time to reach out to inactive users. A re-engagement email can inform them of these updates and invite them back to experience the new features or content.
Seasonal Engagement
For businesses with seasonal peaks, sending a re-engagement email during the off-peak season can keep the brand relevant and prepare customers for upcoming offerings or events.
After a Sales Sequence Without Engagement
If a lead has gone cold after a sales sequence, a re-engagement email can act as a soft re-introduction, offering them new information or incentives without the pressure of an immediate sale.
The strategic role of the re-engagement email is to serve as a catalyst for dormant contacts, providing them with a reason to look at your brand with fresh interest.
Its effectiveness hinges on the ability to personalize the message, align it with the recipient’s previous interactions, and offer something of value.
By carefully timing these emails and understanding the customer journey, you can turn a moment of disengagement into a renewed dialogue, strengthening your outreach campaigns and nurturing customer loyalty.
Examples of Re-Engagement Cold Email Template
Here are five examples of re-engagement cold email templates:
Example 1: SaaS Industry
Subject: We’ve Missed You at [Software Name]! Check Out What’s New!
Hi [Name],
It’s been a while since we last saw you at [Software Name]. We’ve been busy rolling out new features that we think you’ll love, including [Feature 1] and [Feature 2].
We’d hate for you to miss out on making your workflow even smoother. As a token of our appreciation for users like you, we’re offering a 15% discount on your next subscription renewal.
Just use the code WELCOME_BACK at checkout. This offer is valid until [Date].
Best,
[Your Name]
Analysis:
The purpose of this template is to re-engage past users of a SaaS product by informing them of new features and offering a discount. The personalized touch and time-limited offer create urgency. This template is effective because it provides a clear incentive for the user to return and try the new features, potentially leading to a renewal of their subscription.
Example 2: Local Service (Gym)
Subject: Your Fitness Journey Awaits – Let’s Get Back on Track!
Hey [Name],
We noticed you haven’t been to [Gym Name] in a few months and we’ve genuinely missed your energy! To get you back on track with your fitness goals, we’re offering a complimentary personal training session when you come back in.
Plus, check out our new yoga classes and upgraded equipment! Your first class is on us – just mention this email at the front desk.
Stay strong,
[Your Name]
Analysis:
This template aims to re-engage former gym members by offering a free personal training session and a yoga class. It’s effective because it provides a personal touch and a free trial, which can be a strong motivator for individuals looking to restart their fitness journey.
Example 3: B2B (Consulting Services)
Subject: Let’s Drive Your Business Forward Together Again
Dear [Name],
As a past client of [Consulting Firm], your business growth is important to us. We’ve developed new strategies and tools that could significantly drive your performance.
We’d love to offer you a complimentary strategy session to discuss these opportunities. There’s no obligation, just potential for your business.
Let’s reconnect and explore new possibilities.
Warm regards,
[Your Consultant’s Name]
Analysis:
The purpose here is to re-engage past clients with the offer of a free strategy session. The effectiveness lies in the offer’s value, showcasing the consultant’s continued interest in the client’s success and the promise of new, beneficial strategies.
Example 4: E-commerce (Fashion Retail)
Subject: [Name], Your Wardrobe Misses Us! Exclusive Offer Inside
Hello [Name],
It’s been some time since you’ve updated your wardrobe with [Brand Name]. We’re here to help you refresh your style with an exclusive 20% off on our latest collection!
Use code STYLECOMEBACK at checkout. Hurry, your exclusive offer expires in 7 days!
Stay Stylish,
[Your Name]
Analysis:
The email’s purpose is to entice past customers to shop again with a time-sensitive discount code. The effectiveness comes from the personalized discount, creating a sense of exclusivity and urgency to encourage a purchase.
Example 5: Online Education Platform
Subject: Dive Back Into Learning with a Special Course Discount!
Hi [Name],
We’ve noticed you haven’t started a new course in a while at [Platform Name], and we’ve got the perfect way to reignite your passion for learning!
Enjoy a 25% discount on any course of your choice with the code LEARNAGAIN. Plus, check out our new [Course Category] courses!
Your next learning adventure awaits!
Cheers,
[Your Name]
Analysis:
This template is designed to re-engage users who have stopped taking courses by offering a discount. It’s effective because it provides a financial incentive and highlights new offerings, which can spark the recipient’s interest in returning to the platform.
Each of these templates is crafted to address the unique re-engagement challenges of their respective industries.
They offer a mix of personalization, incentives, and updates about new features or offerings, making them effective tools for re-establishing contact and encouraging a return to engagement with the brand or service.
Best Practices for Re-Engagement Cold Email Template
When crafting a re-engagement cold email, striking the right balance between personalization and purpose is key. Here are some best practices to follow, along with common pitfalls to avoid:
Best Practices:
- Personalize Your Approach: Tailor the email to the recipient by using their name and referencing past interactions. This shows that you value the relationship and are attentive to their history with your brand.
- Deliver Value in Your Message: Offer something compelling to the recipient, such as exclusive content, a special offer, or insightful industry information, to incentivize re-engagement.
- Optimize Timing and Frequency: Choose the right time to send your re-engagement emails and avoid sending too many in a short period to prevent recipient fatigue.
- Craft Engaging Subject Lines: Use cold email subject lines that pique interest and encourage the recipient to open the email, but ensure they align with the email’s content.
- Include a Clear Call to Action: Direct the recipient towards a clear action, such as visiting a webpage, scheduling a call, or using a discount code, and make it stand out in the email.
- Ensure Mobile Responsiveness: Design emails to be easily readable on mobile devices, considering that a significant portion of users access their email on smartphones.
- Conduct A/B Testing: Test various aspects of your emails to understand what works best for your audience and refine your approach accordingly.
- Leverage Social Proof: Incorporate testimonials or user reviews to build credibility and reassure the recipient of the value you provide.
- Plan for Follow-Ups: Have a strategy for subsequent emails if the initial re-engagement attempt doesn’t yield a response.
- Regularly Review and Adapt: Analyze the performance of your re-engagement campaigns and make necessary adjustments to improve effectiveness.
Common Pitfalls to Avoid:
- Overusing Personal Information: Be cautious not to cross the line into invasiveness with the personal data you include in your emails.
- Using Generic Strategies: Avoid applying the same re-engagement tactics to all audience segments; customize your approach based on different customer behaviors and preferences.
- Ignoring Reasons for Disengagement: Don’t overlook why the recipient may have disengaged initially; address potential issues or concerns in your re-engagement efforts.
- Complicated Email Designs: Steer clear of overly complex email designs that can distract from the message and cold email CTA.
- Neglecting Email Deliverability: Ensure your cold emails are optimized for the best cold email deliverability to avoid landing in spam folders. (Learn more about cold email vs spam email)
- Not Providing an Opt-Out Option: Always include an unsubscribe link to give recipients control over their inbox and to comply with email marketing laws.
- Skipping Testing: Refrain from sending emails without testing elements such as subject lines, email copy, and CTAs to find the most effective combination.
- Being Too Wordy: Avoid lengthy emails that can lead to disinterest; keep your message concise and to the point.
- Forgetting to Follow Up: Don’t rely on a single communication; plan for a series of touchpoints to re-engage effectively.
- Disregarding Analytics: Do not ignore the insights from analytics; use data to drive decisions and improve your re-engagement strategies.
By adhering to these best practices and avoiding common mistakes, you can increase the effectiveness of your re-engagement cold email campaigns and foster better relationships with your prospects.
How ProfitOutreach Improve Re-Engagement Cold Email Template
ProfitOutreach makes crafting effective re-engagement sequences quick and effortless. Its intelligent personalization engine draws on prospect profiles, company data, and past interactions to infuse emails with relevant details that grab attention.
Sequences are automatically adapted to each prospect with dynamic content blocks for maximum relevance. The platform handles the heavy lifting, while you focus on strategy.
With ProfitOutreach, you can:
- Instantly deploy pre-built re-engagement templates designed by experts.
- Customize sequences in seconds using drag-and-drop modular blocks.
- Personalize emails with prospect names, companies, roles.
- Automate follow-ups to accelerate re-engagement.
By streamlining creation and coordination of re-engagement campaigns, ProfitOutreach enables more effective outreach at scale.
Teams can re-activate dormant leads, spark renewed interest, and capture hidden revenue opportunities faster than ever before.
Re-ignite cold prospects and get conversations back on track with ProfitOutreach.
Conclusion
Revitalize stale leads and uncover hidden revenue with targeted re-engagement outreach.
As we’ve covered, these templates can rekindle disengaged prospects when personalized and timed strategically.
Ready to kickstart conversations? Create optimized sequences in minutes with ProfitOutreach. Sign up now to start reactivating leads and boosting your pipeline.
Frequently Asked Questions (FAQs) About Re-Engagement Cold Email Template
Here are some FAQs about re-engagement cold email templates, along with their answers:
What is a re-engagement cold email template?
A re-engagement cold email template is a pre-structured email format designed to rekindle a connection with recipients who have previously interacted with your brand but have not been active for a period of time. It aims to re-attract their interest and encourage them to take a desired action.
How often should I use a re-engagement cold email template?
The frequency of usage should be based on your email marketing strategy and the recipient’s behavior. Typically, it’s advisable to wait for a period of inactivity (e.g., 3-6 months) before sending a re-engagement email. Monitoring engagement metrics is crucial to determine the right timing.
Can re-engagement cold email templates be customized for different industries?
Absolutely. Re-engagement emails should be highly tailored not just to the industry, but also to the specific segment of your audience within that industry. Customization can include industry-specific language, offers, and insights that resonate with the recipient’s interests and needs.
What are the key components of an effective re-engagement cold email?
The key components include a personalized greeting, a reminder of the recipient’s past interaction with your brand, a compelling reason to re-engage, a clear and enticing call-to-action, and an option for the recipient to opt-out or manage their email preferences.
How do I measure the success of my re-engagement cold emails?
Success can be measured through various metrics such as open rates, click-through rates, conversion rates, and the reactivation of dormant subscribers. Additionally, tracking the long-term engagement patterns of re-engaged subscribers can provide insights into the effectiveness of your strategy.
Is it necessary to segment my audience for re-engagement emails?
Segmentation is highly recommended for re-engagement emails. It allows you to tailor your message to the specific context and behavior of different audience groups, thereby increasing the relevance and effectiveness of your outreach.
What should I avoid in a re-engagement cold email?
Avoid being too pushy or salesy, sending too many emails in a short timeframe, neglecting to offer a clear value proposition, and failing to provide a straightforward way for recipients to unsubscribe if they choose to.
How can I ensure my re-engagement email stands out in a crowded inbox?
To stand out, use a compelling subject line, personalize the email content, provide clear value, and design your email to be visually appealing and easy to read. Additionally, sending the email at a time when the recipient is most likely to engage can increase visibility.
Can re-engagement emails help in reducing the unsubscribe rate?
Yes, if done correctly. Re-engagement emails can remind subscribers of the value you offer, potentially reducing the likelihood of unsubscribing. However, they should also respect the recipient’s choice and make the process of unsubscribing straightforward if that is their preference.
