What is your email win back strategy for churned customers? (B2B)

[katerdietz]

Hey all! Would love to hear about what other B2B copanies are doing in terms of their email win back strategy. Specifically things like how long after customer churn do you reach out to them, what type of language do you use, outside of discounts and product improvments, do you include anything else in your communications to entice them to return?

[AnnieRECIPE]

Hey @katerdietz 

We recommend our Clients reframe 'win-back' to 're-onboarding'. This slight shift in positioning changes how marketing and sales teams have ideated the tactics that would support this goal; moving them from using language like "we can sell them on xyz" to, "it's really important they understand how other businesses in their industry can make best use of these particular tools, so they get the most out of the product within the first 90-days". 

It focuses thinking to move from a transactional return, to rebuilding trust and perceived strategic value. 

Tone and Language

• Human, rather than Sales CTA's: Think, “Let’s reconnect” rather than “Buy now.”

• Acknowledgement & Empathy: “We noticed you’ve stepped away — and we get it. Business needs evolve.”

• Future-Focused: Position the message around what’s new, what’s changed, and how you're better equipped to help them now.

Example Opening Lines:

• “Here’s what’s changed since we last worked together:......”

• “We’ve been rethinking the way we support [industry] teams like yours, and ......”

• “Could we get your eyes on something we’ve just launched?”

Content Beyond Discounts & Product Updates

1. Industry/Vertical Specific Thought Leadership Content
   e.g. “2025 (X Industry) Trends Whitepaper” or “How companies like yours are unlocking X% better ROI with [new approach].” 

2. Invite to Free Strategy Session
   Not a sales call. A real, valuable “here’s what we’re seeing and how you might leverage it” session.

3. Customer Success Story
   Short case study of a similar customer who churned → returned → grew. Nothing sells like proof.

4. Product Feedback Loop
   “We’re redesigning our approach to [problem area] and would love your input.” Churned customers love to be seen as experts — this flips the power dynamic in your favour.

Multi-Channel Support

• LinkedIn touchpoint from a strategist (not just a generic ad or InMail)

• Retargeting ads with relevant content themes (industry-specific pain points)

[Balaji_Mavlers1]

Hi @katerdietz 

At Mavlers, we’ve worked with a lot of B2B brands, and winning back churned users is always an interesting challenge. Here’s how we approach it:

Step 1: Understand Why They Churned
We start by gathering feedback—either through an exit interview or a simple feedback email. This helps us segment churned users based on reasons like pricing concerns, feature gaps, or lack of engagement. Often, there’s more than one reason, so we tailor our email sequences to address their specific needs.
Examples of Win-Back Emails

• “Reactivate your account for 50% off this month.”
• “Your first 3 months back are free—no strings attached!”

Step 2: Re-Engage Strategically
We typically reach out about 45 to 60 days after churn—enough time for the client to breathe but still keep the relationship warm. Our win-back efforts usually start with one personalized email. If we don’t hear back, we follow up with a short series of 2–3 emails spaced over a few weeks, each offering unique value.
These emails might include:

• Recent case studies relevant to their industry or challenges.
• Client testimonials showcasing long-term value and ROI.
• Exclusive invites to webinars or access to fresh resources they haven’t seen before.

Step 3: Keep It Friendly and Helpful
Our tone is always conversational and helpful—not salesy. The focus is on reigniting the conversation rather than pushing for an immediate re-sign. We also experiment with value-driven content, time-limited campaigns, and flexible payment offers to sweeten the deal.

[JessicaDubiel]

I think the suggestions are great.

I am adding:

1. demo video

2. download of whitepaper or FAQ

3. podcast link

4. event invites

[Iamalpha]

Hi I am Ewoma, nice to meet you

[kennedyp]

Hi @katerdietz! Welcome to the Community-- happy to have you here 😊

I'd like to share some HubSpot blog articles that have some great insight: 

• 12 Tips to Reduce Customer Churn (& Lower Your Churn Rate)
• Customer Churn — What It Is And Why It Matters for Every Business [Definition]