How to Win Back Your Lost Trial Leads

by Janet Choi

Are you ever convinced by those winback emails that lament “We miss you!”?

That particular sentence makes me cringe. There’s the misplaced focus on the business, dismissing whether I’m missing anything or not. Plus, somehow the wording always prompts the thought that it’s not really me that they miss but my money.

LUSH Winback We Miss You Email

Winback emails aim to reactivate former users and customers, but they often miss the mark because they fail to connect with and feel relevant to its recipients. It’s an awkward stage — you’re reaching out to people who have recently shown that they might not like you or want to stick around. But that’s no reason to discard those relationships or risk throwing away value and trust that you worked hard to build along the way.

So how do you get back in touch without coming off as selfish or desperate? You have to think about who you’re trying to motivate and what’s in it for them. And when it comes to reengaging trial users for SaaS and subscription businesses, that isn’t always easy.

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