4 Elements of Impactful Reactivation Emails

I read through about 20 emails per day that make it to my inbox. Amongst them are usually promotional sales from Old Navy, Bed Bath & Beyond and Groupon. I also peek at newsletters from Darling Daily, gapingvoid and Copyblogger. Every once in a while, a seemingly personal email gets my attention enough for me to open it.

This morning, that happened, and I was pleasantly surprised (instead of annoyed) that it was from a company that I’ve interacted with.

Take a look at this beautifully created user reactivation email from any.do. (Any.do is an app that helps you organize your tasks and gives you a place to check them off when you are done!)

—-(Begin Email)—-

Hi Jetty,

Hope you’re well.

I’ll cut to the chase, so I don’t waste too much of your time.

Today I put together a list of people that downloaded my app (Any.do) a while ago, but haven’t logged in for a long time.

I’ve been racking my brain to think of how I can ask you to give Any.do a second chance and basically decided the best way is to come clean and ask you.

Our small team have honestly worked day and night to build a new Any.do that is ten times better than what you used before. I know it is a pain, but if you update your current version, or re-download Any.do from the App Store, you will see that the app is now completely different.

… if you’re slammed with too many things you need to do and need a simple app to help you organize it all, I genuinely think you will love the new Any.do.

There are no ads, no sponsored listings and no cheesy special deals. Just a simple & fun app to help you organize all aspects of your life.

If you have any problems whatsoever, please visit our Help center to learn more about the great app features or submit a request to our Support team.

Here’s a link where you can download or update to the shiny new Any.do.


Thanks so much,



—-(End Email)—-

So, here’s what I see. I experience this email as:


The subject line and greeting is my name! How can you get more personal than that? Okay, you’re right, it could be my middle name and what time I go to lunch, but that would just be creepy.


The founder talks to me as if he’s sitting next to me on a park bench or we are sharing coffee. Yet, the copy is still direct, informative and authentic.


A picture with a bunch of people frowning at you communicates (depending on your perception) that you are missed and cared about or that you’ve disappointed every frowning face. Both of those emotive responses are strong motivators, plus, it’s humorous.  


After addressing me by name and explaining his feelings, the founder shares how hard the team has worked on the new app, and asks me to give it a spin.

I’m tempted to download it and see what it’s like. I wonder how many other disengaged app users are as well. I’ll let you know if I do.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s