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How do you handle objections or feedback from your lost and churned customers in your win-back emails?

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If you work in customer support, you know how challenging it can be to win back customers who have stopped using your product or service. Whether they have switched to a competitor, lost interest, or faced some issues, you need to craft effective emails that can re-engage them and persuade them to give you another chance. In this article, you will learn how to write emails that recover lost and churned customers by following these six steps:

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Krupali Patil

Content Strategist | Want to make an Impact? Crafting LinkedIn & Instagram Content Strategy for Maximum Impact and Lead…

1 Identify your target segment

Before you start writing, you need to identify who you are trying to reach and why. Not all lost and churned customers are the same, and you need to tailor your message accordingly. For example, you can segment your customers based on how long they have been inactive, how much they have spent, what features they have used, or what feedback they have given. By doing this, you can focus on the most valuable and responsive customers and address their specific needs and pain points.

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Krupali Patil

Content Strategist | Want to make an Impact? Crafting LinkedIn & Instagram Content Strategy for Maximum Impact and Lead Genearation | Writing about Strategy, Optimization & Growth
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Before reaching out, adding a case study helps too. Predicting what could be the problem area for the reason they were inactive, or left. And working on that and giving an alternative solution, so they can reach out.

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2 Choose your goal and call to action

Next, you need to decide what you want your email to achieve and what you want your customers to do. Depending on your situation, your goal could be to get feedback, offer a discount, invite to a webinar, or simply reconnect. Your call to action should be clear, concise, and compelling, and match your goal. For example, if you want to get feedback, you can ask your customers to fill out a short survey or reply to your email with their thoughts. If you want to offer a discount, you can include a coupon code or a link to your pricing page.

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3 Write a catchy subject line

Your subject line is the first thing your customers will see, and it can make or break your email. You want to capture their attention, spark their curiosity, and entice them to open your email. To do this, you can use various techniques, such as personalization, urgency, value proposition, or questions. For example, you can use their name, mention how long they have been gone, highlight what they are missing out on, or ask them how they are doing. Avoid using spammy or generic words, such as "urgent", "reminder", or "last chance".

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4 Craft a friendly and empathetic body

Once your customers open your email, you need to keep them engaged and interested. You want to write a friendly and empathetic tone, and show that you care about them and their success. You can start by acknowledging their situation, thanking them for their past support, or apologizing for any inconvenience. Then, you can explain the purpose of your email, and how you can help them solve their problems or achieve their goals. You can also use stories, testimonials, or social proof to show them the benefits of your product or service. Finally, you can restate your call to action, and create a sense of urgency or scarcity to motivate them to act.

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Jamie Sullivan

Retired
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To expand I generally will actually say something like: I understand there are cheaper avenues you are seeking; however, I would like to think offer outstanding service along with a higher quality product. For this instance I would explain any warranty programs and remind them that I am personally available for any issues. That since we already have their account in order, moving forward with us is easy. It really depends on the industry, but knowing why they are looking elsewhere is really important in winning them back. With good customers that have not been in touch for a while I actually prefer a phone call. It is more effective in learning all you can about the situation. I keep notes on all of my customers as well.

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5 Handle objections or feedback

One of the most important parts of your email is how you handle objections or feedback from your lost and churned customers. You want to show them that you value their opinions, and that you are willing to listen and improve. You can do this by addressing their concerns, answering their questions, or offering solutions. You can also use positive language, and avoid blaming or arguing with them. For example, you can say "We appreciate your honest feedback, and we are working hard to fix the issues you have mentioned" or "We understand your frustration, and we have a special offer for you to make up for it".

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Jamie Sullivan

Retired
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I agree, and specifically addressing their issues by repeating their issue back to them and offer up what has changed or why it won’t be an issue now. I think if we are specific and never generalize it is better. Further, take blame when you must. I feel like if we are honest and take blame, customers are more likely to come back because it shows character and honesty.

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6 Follow up and measure results

The last step is to follow up and measure the results of your email campaign. You want to track and analyze the key metrics, such as open rate, click rate, response rate, and conversion rate. You can also use tools, such as A/B testing, to optimize your emails and improve your performance. You can also send follow-up emails, depending on the actions your customers take. For example, you can send a thank you email if they respond to your survey, a reminder email if they don't use your coupon, or a reactivation email if they don't log in to your platform.

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How do you handle objections or feedback from your lost and churned customers in your win-back emails?

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1 Identify your target segment

2 Choose your goal and call to action

3 Write a catchy subject line

4 Craft a friendly and empathetic body

5 Handle objections or feedback

6 Follow up and measure results

Customer Support

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How do you handle objections or feedback from your lost and churned customers in your win-back emails?

1

2

3

4

5

6

1 Identify your target segment

2 Choose your goal and call to action

3 Write a catchy subject line

4 Craft a friendly and empathetic body

5 Handle objections or feedback

6 Follow up and measure results

Customer Support

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