As a consumer, I receive dozens of emails from companies each day. Most of these emails go straight to the junk mail, but a few catch my eye and compels me to click through. In this article, I’m going to share five retention emails that caught my attention and got me to click on them.
Netflix: “We’re so sorry to hear from you”
When I removed the subscription, Netflix sent me a professionally written letter, titled “We’re sorry to see you go”. This letter, right from the start, had echoed so deep inside of me. Recognising my departure as regret-a connection. That wasn’t just any reply; that was some kind of signal that my presence was important.
The letter went on to apologize: it even included an in-depth compendium of shows and movies I hadn’t seen when I signed up. This individuality plays a vital role in showing customers that Netflix cares about uniqueness and involvement. It showed the company has taken the time to learn about what users liked, which might be one of the key factors to making a return.
And the tone was casual. We were all in this together.It was so nice to read it like I was on this ride with Netflix; we were on this ride together. The email made me reconsider whether or not I was being unfair. From the email subject line to the personalized suggestion suggested, this was designed to re-incentivize my interest in the service.
Spotify: “Missed Hits”
The same was true for Spotify. I’d only been off for a short while, and it sent me an e-mail with the subject “Missed Hits”. From this alluring, catchy topic, I began to read it. It featured some of the top tracks that I missed out on the last month.
The most impressive was how Spotify injected pressure. They were using FOMO, fear of missing out, a pretty powerful psychological trigger, as an allegory for what I had missed. For each song they added a small explanation of why it was hot and why I would love it, but that was all in the context and interest. This clever trick not only kept me abreast of the new releases, it also let me know I am not paying attention to key trends in music.
The process of creating the “Missed Hits” email was an invitation to discover the site again. It has made me believe that, by refusing to subscribe, I am excluding myself from a rich musical journey. Spotify designed the email to appear accompanied by songs from the top; not just an invitation, but an mini-show.
Airbnb: “You’ve got a credit”
Airbnb has mastered the retention email game in engaging its customers. One was an email titled “You have a credit”. The majority of their devoted customers, including myself, found this all very pleasing. Basically, it was to let me know about the $50 credit that would apply to future reservations in exchange for my continued patronage.
This was actually one of the most powerful emails I had ever read — because of course, the money part. At a time when being loyal to a brand is almost too trendy, Airbnb felt it was a special moment. It wasn’t financial recognition per se, it was emotional-a nod to how I had previously interacted with the site.
The tone in the email was very open and welcoming, which keeps the community alive. This also inspired me to use them very soon as I wanted to experience a warm feeling from growing a connection with Airbnb. It was also timely, because I hadn’t even heard the email, so it bolstered the message.
Evernote: “Your Premium Trial is Running Out”
The note-taking and organization app Evernote is a powerful and expensive subscription application. The company sent one of the best retention emails I ever received titled “Your Premium Trial is About to Expire” and urged me to switch to a premium account before my trial was over. The email announced upgrades for extra storage space and extra capabilities.
The key to this email’s success was the urgency it generated. Evernote told me that my trial was running out, and I needed to act quickly. Furthermore, the email made it clear and concise on what upgrade benefits I’d be getting so that I could make a good choice.
LinkedIn: “Join the Conversation”
Another company that’s really good at producing retention emails is LinkedIn, the professional networking site. Most relevant email I ever got from LinkedIn was “Join the Conversation” and encouraged me to take the platform more seriously. This email included a short description of the popular articles and threads on the site and an accompanying blurb.
What made this email work so well was the community it inspired. In highlighting popular articles and conversations, LinkedIn had me feeling like I was connecting to a larger professional network. Furthermore, the short blurbs gave me context and encouraged me to click on and read more.
Conclusion:
To sum it up, there are a few factors that help in the creation of a successful retention email. These are personalisation, urgency, financial motivation, simple and straightforward information, and belonging. Incorporating these elements in retention emails helps brands get more responses, establish relationships with their customers, and promote the return of business. As a consumer, I love good retention emails and prefer to do business with companies who do take the time to develop them.
