Customer retention email template

In our previous article on customer retention, we discussed the importance of email marketing in maintaining existing customer relationships. Now, we want to focus on the practical part of creating such emails and have asked expert marketers about their techniques.

Tips for writing compelling subject lines

What makes an effective subject line for great customer retention emails? Here’s what our guests shared.

Be clear and concise about what you are going to see or get if you open the email.

From my experience, effective email subject lines for customer retention are closely tied to the user’s behavior within the app. By aligning the subject line with their actions or milestones, the message becomes more meaningful. For example, you could congratulate customers on achieving a specific goal in your app with a subject like “Congrats on reaching X this month.” Alternatively, you might inform customers about features they haven’t used yet. If you know that users who utilize Feature A often find Feature B beneficial, you could use value-based language like “Check out Feature X to increase Value Y.”

1. My number one tip is to be clear and concise. If your subject line is too clever and it’s not clear to a customer why they are receiving the email, they are less likely to interact with your email. Your subject line should indicate the reason for your communication.
2. My number two tip is to talk to your customers. Any type of personalization is always an effective tool. This can be anything from the customer’s name to including the product name from their browsing behavior. We increased the click rate in one of our browse abandonment emails by 0.5% by pulling the product name into the subject line.

To summarize, when composing an email subject line, you should:

• be clear and concise about what the recipient will see or get if they open the email;
• personalize subject lines with customer names and product names, aligning them with user behavior in the app or website;
• congratulate existing customers on achieving specific goals;
• inform loyal customers about unused features and their benefits. Use value-based language to highlight them.

Building an effective customer retention email

We also asked our experts about the impact of the email structure on customer engagement and the best ways to present information.

It depends on your industry and objective, but keeping it clean is still a priority in my book. You have a couple of seconds to confirm whether they are getting what the subject line promised. Don’t make recipients hunt for what’s important or guess what comes next. 

Make your email scannable to allow recipients to immediately see what you ask them to do or to find interesting nuggets. Bullets are good, but I like to use 2–3 variations of a single font and size/weight to indicate the level of importance. Testing layout with YOUR audience is the real key. If you can present 3 or 4 links to offer good choices, go for it — but they should clearly and simply indicate what will happen next. If you want to funnel into an offer, don’t dilute it with many other things. Test! 

I adhere to the KISS (Keep It Short and Simple) principle when crafting emails. Users typically don’t have time to read lengthy emails, and if the structure is not inviting, they may not even start reading. Therefore, the email should be designed so that key information can be grasped at a glance.

1. Make sure to keep the CTA above the fold. If a customer has to scroll too long to get to the shop now button, you are likely to see lower engagement. Be sure to include a link to all images inside your email and include alt text.
2. Each email should have only one main CTA and purpose. Including too much information or too many CTAs makes it more difficult to convert. If you want to present multiple ideas to your customers, consider dividing them into a multiple-email flow. For example, if you want to present customers with the option of shopping your best sellers, your new arrivals, and your clearance section, create 3 emails in an automated flow and send each with only one of those options. If they convert on the first email, they won’t get the other two, but if they don’t convert, you still have an opportunity to present them with other products.

Here’s a checklist for creating effective email copy based on expert advice:

1. Make emails scannable using bullets and variations in font size/weight to indicate importance.
2. Ensure that key information can be grasped at a glance.
3. Confirm that recipients are getting what was promised.
4. Adhere to the KISS (Keep It Short and Simple) principle.
5. If you add links to the text, the reader should clearly understand where they lead.
6. Include links in all images and alt text.
7. Have one main CTA and purpose per email. Keep it above the fold (visible without scrolling in the top portion of the email).
8. Consider using a multiple-email flow to present multiple ideas.
9. Test the layout with your audience.

Using GenAI in retention emails

We also couldn’t overlook the role of generative AI in crafting email copy. Is it beneficial or detrimental?

For me, the jury is still out on this. I think they can help with collecting and consolidating information and prime the pump on ideas, but I think that right now, our clients expect and recognize our voice in our email content.

AI assistants can greatly enhance the email-writing process by using the provided information to craft tailored content. They are also excellent at refining and restructuring our drafts to ensure clarity and appeal. By leveraging AI, we can improve the overall effectiveness of our emails, making them more engaging and attractive to recipients.

Think of AI as your personal assistant. Be sure to give the AI assistant every piece of relevant information regarding your audience and the purpose of your email. You can fine-tune your tone of voice to be more relevant to your brand if needed, but an AI assistant can be a great place to start with writing customer retention emails.

Therefore, GenAI can help you:

• collect and consolidate information and generate ideas;
• craft tailored content and refine drafts for clarity and appeal;
• improve the overall effectiveness of emails, making them more engaging and attractive.

But treat GenAI as an assistant, and remember that your audience wants to hear your personal voice.

Customer retention email templates

Taking all the tips into account, we’ve created several customer retention email examples that you can add to and adapt to your campaigns to boost customer satisfaction.

Example 1: Customer appreciation email

Subject line: Thank You for Being a Valued Customer, [Customer Name]!

Email text:

Hi [Customer Name],

We wanted to take a moment to express our heartfelt gratitude for your continued support. Your loyalty means the world to us, and we are dedicated to providing you with the best services and products.

As a token of our appreciation, we’re offering you a special discount on your next purchase. Use code THANKYOU at checkout to enjoy 15% off.

Thank you once again for being a valued member of our community.

Warm regards,

[Your Company Name]

Example 2: Personalized anniversary email

Subject line: Happy Anniversary, [Customer Name]! Celebrate with a Special Gift

Email text:

Hi [Customer Name],

It’s been [X] years since you joined our family, and we couldn’t be happier to have you with us! To celebrate this special milestone, we have a little something just for you.

Enjoy [Special Offer] as our way of saying thank you for being such a loyal customer. Use code ANNIVERSARY at checkout to redeem your gift.

We look forward to many more years of serving you.

Cheers,

[Your Company Name]

Example 3: Product recommendation email

Subject line: Personalized Recommendations Just for You, [Customer Name]

Email text:

Hi [Customer Name],

Based on your recent purchases and browsing history, we’ve handpicked some products that we think you’ll love:

• [Product Name 1] — [Short Description]
• [Product Name 2] — [Short Description]
• [Product Name 3] — [Short Description]

Check them out, and let us know what you think!

Happy shopping,

[Your Company Name]

Example 4: Exclusive early access email

Subject line: [Customer Name], Get Exclusive Early Access to Our New Collection!

Email text:

Hi [Customer Name],

As one of our valued customers, you’re invited to enjoy exclusive early access to our latest collection before it’s available to the public.

Browse our new arrivals, and be the first to shop the latest trends. Use code EARLYACCESS at checkout for a special discount.

Happy shopping,

[Your Company Name]

Example 5: Customer feedback reminder email

Subject line: We Value Your Feedback, [Customer Name]

Email text:

Hi [Customer Name],

Your opinion matters to us! We’d love to hear about your recent experience with our products/services. Your feedback helps us improve and serve you better.

Please take a moment to complete our short survey and let us know how we’re doing. As a thank you, you’ll receive a [Discount/Offer] for your next purchase.

Thank you for your time,

[Your Company Name]

Example 6: Inactive customer re-engagement email

Subject line: We Miss You, [Customer Name]! Here’s a Special Offer to Welcome You Back

Email text:

Hi [Customer Name],

We noticed it’s been a while since your last visit, and we miss you! To show how much we value your patronage, we’re offering you a special discount to welcome you back.

Use code WELCOME20 at checkout to enjoy 20% off your next purchase. We hope to see you soon!

Warm regards,

[Your Company Name]

Example 7: Special event invitation email

Subject line: You’re Invited! Join Us for [Event Name], [Customer Name]

Email text:

Hi [Customer Name],

We’re excited to invite you to our upcoming [Event Name]! Join us on [Event Date] at [Event Location/Online] for an exclusive event featuring [Event Highlights].

As a valued customer, we’re offering you early access to RSVP. Click the link below to secure your spot and learn more about the event.

[RSVP Button]

We look forward to seeing you there!

Best regards,

[Your Company Name]

Wrapping up

In this article, we’ve gathered expert tips on creating customer retention emails. It’s important to ensure that your emails are clear, concise, and personalized. We also discussed using GenAI as an additional tool and the importance of maintaining your personal style. Additionally, we’ve created handy templates for various scenarios, such as customer thank-you notes, product recommendations, and exclusive early access.

Discover the simplicity and power of Stripo’s user-friendly email builder, designed to help you craft eye-catching email campaigns effortlessly. Try Stripo now, and see how it can swiftly boost your retention rates.