As a consumer, I receive countless emails from various companies on a daily basis. While many of these emails end up in the trash without a second glance, there are a select few that manage to pique my interest and encourage me to click through. In this paper, I will discuss five retention emails that I have received that were particularly effective in capturing my attention and encouraging engagement.
Netflix: “We’re sorry to see you go”
Upon cancelling my subscription, I got a well-prepared mail from Netflix, the subject of which read, “We’re sorry to see you go”. Since the very first moment, this letter sounded so deep within me. Admitting my leaving as regret-an emotional link. That wasn’t any random reply; that was a certain notification my presence mattered.
The mail did not stop at expressing regret; it went ahead to curate a personalized list of shows and movies I had missed while subscribed. This personal touch is important in showing customers that Netflix values individuality and engagement. It was an indication that the company takes time out to know the preferences of its users, which may be one of the major factors for influencing a decision to return.
Moreover, the tone was warm and friendly. The use of “we” throughout made me feel like I was in on this venture with Netflix; we were in it together. The email made me take a step back and think maybe I was being unfair. From the subject line to the recommended personalized suggestions, this was crafted to get me to reignite my interest in the service.
Spotify: “Missed Hits”
The same case happened with Spotify. Since I had been off the service for a short time, it sent an e-mail with the subject “Missed Hits.” From this intriguing and catchy subject, I ventured into reading its content. It contained some of the popular songs that I had missed from the previous month.
What stood out was how Spotify created a sense of urgency. They utilized FOMO, which is the fear of missing out, quite a strong psychological trigger in fact, pointing at what I had missed. Every track was supported with a tiny description of why it was popular and why I’d like it, but that was enough in the context and engagement. This ingenious approach didn’t just let me know about recent hits but also made sure I realize that I’m missing important trends in the music world.
In constructing the email “Missed Hits,” it was an invitation to rediscover the platform. It has led me to feel that by not being a subscriber, I am sidelining myself from an enriching auditory experience. Spotify constructed the email in such a way that it was a backdrop of popular songs; it is not just a reminder but a mini-entertainment experience in itself.
Airbnb: “You’ve got a credit”
Airbnb has perfected the art of using retention emails to talk to its user base. One was an email titled “You’ve got a credit.” Most of their loyal customers, including myself, came to find this very pleasing. Basically, it was to let me know of the $50 credit available for future bookings as a token of appreciation for my continued patronage.
What made this email really powerful was, of course, the monetary incentive. In a world where loyalty too often can be a passing fad, Airbnb just made me feel special with its gesture. It wasn’t numeric credit in and of itself; it was relational-a recognition of my past experiences on the platform.
The tone in the email was very friendly and approachable, which strengthens the spirit of the community. This made me very excited to use their service again soon because of the warm feeling from building a closer relationship with Airbnb. It was also timely in that I did not expect the email, so it reinforced the message.
Evernote: “Your Premium Trial is About to Expire”
Evernote, the note-taking and organization app, is known for its robust features and premium subscription model. One of the most effective retention emails I received from the company was titled “Your Premium Trial is About to Expire” and encouraged me to upgrade to a premium account before my trial ended. The email highlighted the benefits of upgrading, such as increased storage capacity and advanced features.
What made this email so effective was the sense of urgency it created. By informing me that my trial was about to expire, Evernote encouraged me to take action before it was too late. Additionally, the email provided clear and concise information about the benefits of upgrading, making it easy for me to make an informed decision.
LinkedIn: “Join the Conversation”
LinkedIn, the professional networking platform, is another company that does an excellent job of creating retention emails. One of the most effective emails I received from LinkedIn was titled “Join the Conversation” and encouraged me to engage with the platform more actively. The email featured a list of popular articles and discussions that were happening on the site, as well as a brief blurb about each one.
What made this email so effective was the sense of community it created. By highlighting popular articles and discussions, LinkedIn made me feel like I was part of a larger professional network. Additionally, the brief blurbs provided context and encouraged me to click through and learn more.
Conclusion
In conclusion, there are several key elements that contribute to an effective retention email. These include personalization, a sense of urgency, monetary incentives, clear and concise information, and a sense of community. By incorporating these elements into their retention emails, companies can increase engagement, build stronger relationships with their customers, and encourage repeat business. As a consumer, I appreciate well-crafted retention emails and am more likely to engage with companies that take the time to create them.
