Over the past week, I received a couple of these emails from Kashflow, who provide online accounting software. I tried the software out a year or so ago (roughly anyway) although I didn't use it for long.
In any case, Kashflow have obviously set about designing a re-engagement campaign, which I like the the look of. Here is an overview of what they are doing:
Re-engagement Email One
Here is a screenshot of the first email I received 2 days ago:
Re-engagement Email Two
And here is the follow up reminder email, sent 2 days after the first one (today).
What Are The Good Points About These Emails?
I really like these emails, especially the first one. Here's why:
- By listing reasons that users might have abandoned the platform, along with resolutions, Kashflow show that the are in touch with their user-base. This goes a long way to establishing trust
- By updating the recipient about the resolutions, they are making it clear that your experience of the software will be different this time - why not try it out one more time and see?
- By giving a completely free, 3 month pass to use the software, they are allowing you to see if it's a better fit this time at no risk to yourself - it's a no brainer really
- The second email is a nice, timely reminder with a clear call to action - just in case you forgot to do something about the first one (like I did)
- They have then tried to figure out why
- They have then explained resolutions
- They have offered a no risk pass to see if it works out better this time
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