Announcing, The Flow: your SaaS growth bible  

15 SaaS Win Back Email Examples You Can Use As Inspiration

Win back email marketing might help you rekindle your relationship with customers who might have stopped interacting with your business. You’ll probably always have a few unengaged consumers for every loyal one who keeps returning to your business. However, even if it may appear to be a negative situation, you do not have to abandon these subscribers.

A win back email is a message you can send to inactive subscribers (those who previously engaged with you by making a purchase, visiting your website, etc.) but haven’t done so in a particular amount of time for whatever reason. You can also guarantee that your clients are getting the most out of your products and services by sending them personalized win back emails, which are vital to preserve customer loyalty and minimize churn.

After reading this article, you will have a better understanding of how to reclaim a customer, as well as instances of emails that were utilized to do so.

Why Winback Emails are important?

A single win-back email can be advantageous, but a series of win-back emails that are properly scheduled and targeted can be even more effective. A win-back email campaign is critical since it costs five times more to attract a new customer than it does to keep an existing one. Win-back email campaigns are a must-have in your email marketing framework, given that getting a new customer is at least 5 times more expensive than keeping an existing one.

If you don’t create a personalized win back email campaign, you risk alienating potential consumers and losing sales. Sending identical emails to your entire email list without behavioral segmentation of your consumers, on the other hand, may have a bad impact on deliverability.

The main advantage of win back emails is that they urge consumers to buy from you again. Customers who make one purchase and never make another, or who used to buy frequently but stopped, may have encountered a problem or issue that you are unaware of. A win back email can help you talk directly to address some of these concerns, whether they stopped buying because they substituted your product with a competitor’s, stopped using it altogether, or had a terrible customer experience with your brand.

How to write an effective win back email

You might begin by deciding on a campaign theme. What message would you like to send to your inactive subscribers? What emotions do you wish to convey? There are several approaches to this phase, so take your time and consider the following:

  • Why have your subscribers have been inactive?
  • How do you plan to solve the “why”?
  • How do you plan to re-engage them and meet their requirements in the future?

It’s time to start writing your email subject line once you’ve figured out what you want it to say. You should also think about the following must-haves for email subject lines:

  • Your subject line only has so many characters before it is truncated. You should, therefore, keep it simple but effective.
  • Your subscribers probably don’t want to get an email from a “random worker” when they may receive one from your company. They recognize the brand name, but someone from HR does not.
  • Personalization elicits a response from your reader. Simply including their name in the subject line will enhance the likelihood of your email getting opened.
  • If you want them to return to your business, you must treat your subscribers as individuals, not as a group, to make them feel special and important.

1. Avocode ‘s Win Back Email

This is one of the best win back email examples in my opinion for a few reasons. In asking clients directly whether their service is too sluggish, Avocode reminds customers of their company and offers a discount in the process to maximize the chances of getting a response from customers that were not initially too happy with the service provided.

2.Grammarly’s Win Back Email

Grammarly’s winback email is also quite clear, it tries to win customers back by reminding its customers who have already used it in their internet browsers. They also included a button that functions as a call to action. This link takes users straight to Grammarly. Although having a huge and conspicuous button for interaction is highly efficient, not having a quick button for other extensions on the Grammarly site, such as in the case of Sephora, is a little less effective.

3. Skillshare‘s Win Back Email

The idea here is that you’re providing your subscribers something new and that you’ve been working hard since they last utilized your service. This Skillshare redesign email serves a dual purpose: it highlights what’s new with the firm while also encouraging readers to check out their latest features.

3.‘s Win Back Email

To avoid tiring and boring readers, the company here is attempting to determine if they can assist without placing unreasonable demands on them. As a reminder, they’ve devised a simple and quick email campaign. While there are several different ways to get customer feedback such as surveys, Wave Video uses their email to come across as genuinely concerned about the experience the customer had with their service, so as to help them navigate through any difficulties they might have faced.

4.Webflow’s Win Back Email

This email from Webflow emphasizes how many new users they’ve acquired since the recipients’ last log-in. They employ the concept of “fear of missing out(FOMO)” to entice the reader to rejoin their group. The goal is to send a winback email that focuses on what your customers may have missed during their absence, such as a new feature or a redesign. These messages are best suited for people who used to log in frequently but haven’t tried out your service for a while.

5.Nordstorm’s Win Back Email

With this win back email, Nordstrom gets directly to the point. This keeps the focus on the calls to action by removing any distracting graphics or copywriting. Subscribers can alter their choices to only receive relevant content by giving an option to receive fewer emails. Another thing that makes this email a great template to take inspiration from is that readers have the option of opting out of receiving emails in the future very easily.

6. Copysmith’s Win Back Email

Copysmith leverages the emotion we get when we think we’re missing out on something huge that others are having right now. It might be anything from going to an event to trying out a new product. Businesses are aware of the potency of the FOMO phenomenon and have been using it to their advantage. They capitalize on their customers’ FOMO by alerting them to new integrations that have recently been launched. This is also a great chance to show subscribers what they’ve been missing out on during their absence, in this case, a handful of new integrations that make working with the software easier, especially for targeting members who used to visit your site regularly but haven’t in a few months.

7. Blue Apron’s Win Back Email

Blue Apron’s incentive email has a clear title and a call-to-action button. Not only is the email itself very visually appealing but the subject line “Come on back – we made dinner easier!” and the headline “Delicious Dinner Faster” emphasize the ease of the service. The $30 discount offer is also stated clearly in the CTA.

8.Google’s Win Back Email

Google prefers to give ex-users tailored offers to reactivate their Google Ads account. It can provide discounts beginning at $150. Customers may use their credits to run Google Ads to reach out to both new and existing customers. Their win back email stresses the service’s benefits in bullet points so that consumers understand why they should claim their free credits as soon as possible. They also include a phone number to help individuals get started with Google Ads as soon as possible. The image features a smiling woman, which has been shown to enhance conversion rates by over 40%, and the call to action is bright and obvious, with a link to redeem the offer.


Pro Tip:

Offers may be an excellent way to increase conversions. If you suspect that your users are going to leave, you might provide them with attractive offers that they will find difficult to turn down.

9. Bloom’s Win Back Email

Bloom, the popular self-therapy app, is attempting to re-engage its users with the purpose of promoting new features and keeping users informed about the company’s recent rebranding. They’re claiming that they’ve been working hard while they’ve been away. They’ve either launched a rebrand – no minor effort – or they’ve come up with some unique features that their subscribers will like. If you sense that the competition in your sector is heating up and that other businesses are taking your subscribers’ attention and maybe their money, consider sending this sort of win back email.

10.ZenDesk’s Win Back Email

It might be quite useful to offer a gift or incentive to encourage them to use your product/service again. Referral programs rely on this method of providing rewards. Zendesk is employing this method to reclaim its subscribers: a 25% discount on all products is being offered. Not only that, but they’re reinforcing their message by stating that it’s a limited-time deal, instilling a sense of urgency in the reader. You may offer your members a variety of incentives in addition to discounts in your win back email campaign. There are numerous additional sorts that can persuade people–types that are more intriguing and distinctive.

11.Dinnerly’s Win Back Email

One of the most common ways to win back customers through your email campaign is explicitly stating what makes your product or service unique or better. This email does the same thing by conveying the tremendous value and benefits that clients receive from utilizing your service. Dinnerly emphasized how their service saves time and money, as well as how it distinguishes itself from rivals. They also provide a ten percent discount if the user clicks and returns to Dinnerly. It appears to be a generous and entertaining communication that might entice clients especially who have just churned.

12.LastObject’s Win Back Email

Reminding your subscribers of what your brand stands for and what you have to offer recently is a fantastic way to stay in touch or even reconnect. LastObject had two blog posts on how to live a zero-waste, sustainable lifestyle. These are placed in place to engage you with their key brand principles of eco-friendliness, sustainability, and activism, making it about more than simply sales and informing everyone about it. They also discuss how their product line is increasing. Since it became popular on social media, LastObject is arguably most known for its reusable LastSwab. With brief summaries and a request to the reader to click for additional information, this email aims to reduce churn rates.

13. Chime’s Win Back Email

Chime is one of the companies that is utilizing its win back email campaign to explain why you should give them a second chance. The email, with the subject line “What Chime Members Are Saying,” is chock-full of social proof and is bound to help the company get a second chance by tons of users. Quotes from chime members emphasize the major benefits in the email’s core. “It just takes two minutes to become a Chime member (wink wink),” they say, setting the right tone to make readers more receptive to what the rest of the email has to say.

14. DropBox’s Winback Email

You may let clients know what’s new and whether there have been any product enhancements after they left using win back emails. If the changes are connected to why the user left in the first place, it will be more effective.
Customers might be reminded of why they choose you in the first place. What is it about your business that attracts people? Reminding consumers of the perks or positions that first drew them in will have a good impact on your situation. You may use win back emails to remind customers if you have information about why they cancelled their membership. Acknowledging what went wrong in the past and how you’ve changed may be really beneficial. The “Here’s What You’re Missing” headline in Dropbox’s win back email example is also a great conversation starter. The email addresses a drop in engagement quietly, and the subject line “21 reasons to give Dropbox another try” grabs readers’ attention.

15. Scoot’s Winback Email

Each win back process will result in only one of two outcomes: a client returning or not returning. In either case, gaining input on their point of view will be beneficial to you. You may not have had the opportunity to conduct a “exit survey” if they just left. Inquiring about consumers’ experiences and what led to their departure might help you better in the future. It’s a good idea to let subscribers know why you want input and how you plan to use it to enhance your service. Scoot employs a straightforward winback feedback email with the subject line “we’d value your assistance.” Their message explains why the reader is receiving the email (they haven’t traveled with Scoot in a long time) and what the goal is (to improve the rider experience).

Use HockeyStack To Measure Email Marketing Revenue

HockeyStack is an end-to-end analytics tool for SaaS companies. With HockeyStack, you can track and analyze data from the product, sales, subscription revenue, and marketing in one tool and get access to hidden insights, such as the LTV of a piece of content, or the churn rate of each marketing channel along with users’ reasons for churn.

HockeyStack allows you to build dashboards with no code using any metric you need from any department!

HockeyStack’s Features

Step-by-step user journey

HockeyStack allows you to access every single users’ whole journey without spending your valuable time on video replays. You can filter your users with every single session and user property, including LTV, job title, goals, segments, clicks, etc.

Custom dashboards

You can build custom dashboards using every revenue, product, sales, and marketing data you have using HockeyStack. We also have a template gallery inside our dashboard to inspire you.

Sales + Product Dashboard

Funnels and goals

An analytics tool cannot be complete without funnels and goals. What makes HockeyStack special is you don’t need any coding knowledge to set up your funnels & goals.

Product + RevOps Dashboard

Attribution analysis

With HockeyStack you can use multi-touch attribution models to better measure each touchpoints’ effect on your overall revenue.


HockeyStack is really the complete package for your SaaS. You can create visually appealing surveys to get honest feedback from your customers, including churn, NPS, and pricing surveys.

We also have a wide variety of questions types that you can choose from, and surveys are completely free for everyone!

Revenue analytics

By connecting your Paddle/Stripe account with one click, you can use HockeyStack as a revenue analytics tool for free! Setup every single revenue analytics dashboard you need + better understand what affects your revenue.

Revenue + Product Dashboard

HockeyStack Pricing

HockeyStack has a free forever plan and 3 paid plans. Paid plans have a 14-day trial with a 30-day refund guarantee.

You can check out the pricing page here.

HockeyStack Integrations

  • Paddle
  • Stripe
  • Hubspot
  • Crisp Chat
  • Mailchimp
  • Salesforce (coming soon)
  • Zapier (coming soon)

HockeyStack Summary

The unique benefit of HockeyStack is its ability to unify your marketing, revenue, sales, and product data using no code. This allows you to uncover unique insights that you wouldn’t be able to by using multiple tools as they cause you to have fragmented data.

  1. You can integrate with Stripe, Paddle, and Hubspot and build every single dashboard that you can think of, using all sales, marketing, revenue, and product metrics.
  2. You can create funnels, goals, and surveys, which are rare to get with other tools on this list.
  3. You don’t need any developers, tracking is cookieless, and the script is small, so it doesn’t increase your site loading time.
  4. Has a free plan.


Rather than ignoring clients and inactive customers who have abandoned your brand after a few interactions, you might subject them to a few emails that aim to solve the concerns that led them away from your business in the first place. You may also A/B test a few different types of emails via an email marketing platform and get a better understanding of what’s working for you by keeping a close eye on how your traffic increases with each iteration.

E-mail content may include:

  • that you miss having them around
  • a targeted discount offer for them with a time constraint to add to the urgency of the situation,
  • a reminder of any offer,
  • a re-authorization email asking whether they still want to hear from you.

It will be highly beneficial for customers to feel as though they are receiving personalized services from the beginning to the end of their journey with your company, rather than feeling lost or at danger. To be able to reclaim a client who has already left, you must be more appealing than before. Personalizing each mail based on what you know about that specific consumer might also help you win over a churned customer. You may create your own SAAS-specific win back email to re engage old customers and begin lowering your churn rate right now.

Subscribe to the The Flow's weekly issues Sharing everything we know about growth, with real playbooks we use, interviews with top growth leaders, and research & opinion pieces.


Uncover What Drives Revenue