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Subject lines

Updated

Win-back email subject lines

Win-back emails go to people who used to buy or use your product and stopped. The subject line has to earn a second look without sounding desperate. These lines range from a soft check-in to a clear offer.

Subject lines
50
Subject lines
40 characters or fewer
46
40 characters or fewer
Styles
5
Styles

Start with these three

  1. 1

    A lot has changed at [Product]

    Gives a concrete reason to look again, especially if you fixed what people left over.

  2. 2

    {{name | 'Hey'}}, here's [offer] to come back

    Personal and specific. Best for customers who paid before.

  3. 3

    Can I ask why?

    Short and human. Feedback requests get opened because they ask for nothing but a click.

Replace everything in [square brackets]. Text like {{name | 'Hey'}} is a Lumail variable: it shows the subscriber's name, or the fallback after the pipe when the name is empty. Character counts below use the fallback.

Curiosity

Hint at what changed since they left. Make sure the email delivers something real.

  1. 1A lot has changed at [Product]30 characters
  2. 2You haven't seen this yet25 characters
  3. 3Remember why you signed up?27 characters
  4. 4Here's what you missed22 characters
  5. 5We fixed the thing you didn't like34 characters
  6. 6Your account looks a little different now41 characters
  7. 7Something new since your last visit35 characters
  8. 8We kept your spot17 characters
  9. 9We took your feedback seriously31 characters
  10. 10Did we do something wrong?26 characters

Benefit-led

Lead with the reason to come back: an improvement, a saved setup, or an offer.

  1. 11Your [projects / data] are still here37 characters
  2. 12Pick up right where you left off32 characters
  3. 13[Feature] is here, and it's what you asked for46 characters
  4. 14Come back to [X]% off your next order37 characters
  5. 15A free month on us18 characters
  6. 16Faster, simpler, cheaper: [Product] today41 characters
  7. 17Your favorites are back in stock32 characters
  8. 18New since you left: [improvement]33 characters
  9. 19Here's [offer] to come back27 characters
  10. 20Restore your account in one click33 characters

Urgency

Use a deadline only when the offer or data retention actually ends.

  1. 21Your offer expires in 48 hours30 characters
  2. 22Last chance to restore your account35 characters
  3. 23Your saved data will be deleted on [date]41 characters
  4. 24This offer ends [day]21 characters
  5. 25Final reminder: [offer]23 characters
  6. 26Your discount code expires tonight34 characters
  7. 27Before we archive your account30 characters
  8. 28Your [credit / balance] expires soon36 characters
  9. 29One week left to come back at [price]37 characters
  10. 30Ends Sunday: welcome-back pricing33 characters

Personal

Write as a person who noticed they were gone.

  1. 31{{name | 'Hey'}}, here's [offer] to come back32 characters
  2. 32{{name | 'Hi'}}, we miss you15 characters
  3. 33It's been a while, {{name | 'friend'}}25 characters
  4. 34{{name | 'Hey'}}, can I ask you something?29 characters
  5. 35A note from [Your name] at [Company]36 characters
  6. 36{{name | 'Hi'}}, is everything OK?21 characters
  7. 37We'd love to have you back, {{name | 'friend'}}34 characters
  8. 38{{name | 'Hey'}}, one question17 characters
  9. 39Thinking of you, {{name | 'friend'}}23 characters
  10. 40{{name | 'Hi'}}, should I stop emailing you?31 characters

Short

Short and plain reads like a personal note, which suits a win-back.

  1. 41Can I ask why?14 characters
  2. 42Still there?12 characters
  3. 43We miss you11 characters
  4. 44Come back?10 characters
  5. 45It's been a while17 characters
  6. 46One question12 characters
  7. 47Is this goodbye?16 characters
  8. 48Welcome back12 characters
  9. 49Quick check-in14 characters
  10. 50Still interested?17 characters

What makes these work

  • Match the subject to who left. Lapsed customers respond to offers and saved data. Former free users respond to what changed. Inactive readers respond to a check-in. Don't send them all the same line.
  • Use offers sparingly. A discount in every win-back subject teaches customers to lapse on purpose. Keep offers for one step of the sequence.
  • Keep the tone light. Guilt-trip subjects ("Why are you ignoring us?") draw complaints. Curious or friendly works better than wounded.
  • Short is fine here. "Still there?" is under 15 characters and reads like a note from a person. Mobile inboxes often show only 30 to 40 characters anyway.
  • End with a real goodbye. The last email in a win-back sequence should say you will stop emailing. Then actually stop for people who do not respond.

Before sending, paste your line into the subject line tester to check its length and wording, and run the full email through the spam tester.

Frequently asked questions

What is a good win-back subject line?

One that gives a specific reason to return: what changed, what they kept, or an offer for past customers. "A lot has changed at [Product]" works when it is true.

Should win-back subject lines include a discount?

For lapsed customers, an offer in one email of the sequence can work. For inactive subscribers who never bought, a discount rarely helps; remind them what they signed up for instead.

What is the difference between win-back and re-engagement?

Win-back usually targets lapsed customers or users and tries to bring them back to the product. Re-engagement targets inactive subscribers and tries to bring them back to your emails, or remove them from the list.

Is "We miss you" a good subject line?

It is common, which makes it easy to ignore. Combine it with something specific in the preview text, or choose a line that says what changed.

Related

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