“We miss you” campaigns

Why this works

It costs 5x more to acquire a new customer than to retain an existing one. Lapsed users aren

t lost forever- they already know who you are and have used your product. This means the friction to get them back is much lower than acquiring a net-new user. A simple re-engagement campaign can restart the customer relationship and bring them back into the fold before they churn for good.

Three real examples

Consider a 'pre-churn' campaign as your next step- a similar email targeting users whose activity has dropped significantly but who aren't fully 'lapsed' yet. It's easier to keep them from leaving than to win them back later.

The step-by-step playbook

1. 1

   Step 1: Define 'lapsed'

   First, define what an inactive user looks like for your product. Is it someone who hasn't logged in for 14 days? 30 days? 60 days? This will be your trigger. A good starting point is double your average user's session frequency.

2. 2

   Step 2: Segment your lapsed users

   Don't treat all lapsed users the same. Create segments based on their previous behavior. For example: former power users, users who only completed onboarding, users who used a specific feature, or users on a specific plan.

3. 3

   Step 3: Choose your angle

   Based on your segments, decide on the hook. For power users, you might highlight new advanced features. For users who dropped off after onboarding, you could offer help or a tutorial. For others, a simple 'here's what's new' might be enough.

4. 4

   Step 4: Craft your subject line

   Your subject line is critical. Avoid generic 'We miss you'. Try something more personal or value-oriented. Examples: '{FirstName}, your account is gathering dust', 'New features for you inside {ProductName}', or 'A quick question'.

5. 5

   Step 5: Write the email body

   Keep it short and scannable. Remind them who you are and the value you provide. Show them what they've missed (1-2 key features or improvements). End with a single, clear call-to-action (CTA).

6. 6

   Step 6: Add an incentive (optional, but effective)

   Consider offering a small, compelling reason to return now. This could be a discount on their next month, a temporary upgrade to a higher plan, or a special piece of content. This works especially well for B2C and subscription apps.

7. 7

   Step 7: Automate the campaign

   Set up your email to trigger automatically when a user meets your 'lapsed' criteria. Use your analytics tool (like June.so) to define the cohort and your email marketing tool (like EmailOctopus) to send the campaign.

8. 8

   Step 8: Measure and iterate

   Track the campaign's performance. Key metrics are open rate, click-through rate, and most importantly, re-activation rate (how many users log back in or perform a key action within 7 days). Use these insights to A/B test and improve your campaign.

The "we miss you" email template

Here's a simple, effective template you can adapt. The key is to be genuine, provide value, and have a clear call-to-action.

Subject: A few new things since you

Key questions to answer first

• What is the specific definition of an 'inactive' user for our product?
• Can we segment inactive users in a meaningful way (e.g., by plan, by features used)?
• What is the single best reason for a lapsed user to come back right now?
• What's new or improved in the product since they left?
• Should we offer a discount or an incentive? What can we afford?

The most important question is the first one. A clear, data-driven definition of inactivity is the foundation for the entire campaign.

Recommended tools

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Mistakes that kill this play

• ×Sending the email too soon. Give users a reasonable amount of time before you label them 'inactive'.
• ×Using a generic, uninspired subject line like 'We Miss You'.
• ×Failing to remind them of the product's value proposition.
• ×Listing too many new features. Focus on the 1-2 most impactful updates.
• ×Having a vague or missing call-to-action. Tell them exactly what to do next.
• ×Sounding desperate or guilt-tripping the user. Keep the tone positive and helpful.
• ×Not segmenting your audience. A one-size-fits-all email is a missed opportunity for personalization.

Your first 7 days

• Day 1: Define and pull your list of 'lapsed' users using your analytics tool. Aim for users inactive for 30+ days as a start.
• Day 2: Analyze the list. Can you identify any obvious segments? (e.g., users on a specific plan, users who joined before a certain date). Choose one segment for your first test.
• Day 3: Write the email copy. Use the template in this playbook as a starting point. Draft 3-5 different subject lines.
• Day 4: Set up the campaign in your email tool. Create a new list or tag for this lapsed user segment. Build the email and schedule it.
• Day 5: Launch the campaign. Monitor initial sends for any technical issues like high bounce rates.
• Days 6-7: Watch the results. Track open and click rates, but focus on the re-activation rate. How many users logged in or took a key action?

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