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.


Two Email Subject Line Tips for Your V-Day Campaigns

valentine imageryIf you are like most marketers you capitalize on certain times of year to get even more exposure for your messages. Around Valentine’s Day, consumers are inundated with so many love messages, I’m sure they feel a little love sick. They may even be seeing red through all that romantic imagery. To help you find the middle of the road and nail it this Valentine’s Day, here are two tips for your email subject lines.

Crystal Clear

You may have a fancy pants copywriter on hand that’s addicted to implied messages and subtle hints. Be wary, he/she isn’t good news for your Valentine’s campaign. Here’s why: AWeber Communications found that it’s better to be clear than to be catchy. Their case study showed a clear subject line can get 541% more clicks than one that makes the reader think.

Super Short

People don’t like to think while they browse their email. They act in a stimulus response nature, seeking out what seems the easiest and has the highest reward. Similarly, whatever you decide to write in that subject line — make it snappy! MailerMailer showed that the highest performing subject lines are between 4 – 15 characters!

I’ll leave it up to you to come up with the right combination of form and function when assembling the actual words in your subject lines. You want to attract attention, make them curious and tell them what their reward is. Here’s one hint I’ll give you, some people are keen on the word “sweet” to get Valentine recipients to open. Hug your mom for me and tell your paramour that I said “Hello!”

How Did I Get Here? Targeted Click-throughs (Old Navy)

Email Marketing: Targeted Click-throughs (Old Navy)

How did I get here?

Old Navy is one of the few mass marketing e-mailings I don’t mind getting. But today, there was a little surprise for me. Upon opening, I mindlessly touched the graphic. I was directed to the boys section on the Old Navy site. Staring down at my phone in disbelief, I thought, did Old Navy have me demographically pinned as a boy or as a mother who would buy boy’s clothes? I had no idea why I was directed there. I have no need to purchase boy’s clothing.

Targeted Genius?

Then, I revisited the email and found that each person in the image when clicked directed the user to that section. How fun! When I clicked on the man, it took me to mens’ clothes, when I touched the graphic of the woman, it took me to ladies’ clothes. Now, I know this is pretty easy to do with hotspots, etc. Nevertheless, I thought it was pretty cool. It’s common that ‘buttons’ for different departments would take the user to different places. But, I had never thought to link different ‘people’ to different places. I do wonder how many people would end up in a totally irrelevant section like I did though.

Email Marketing: Targeted Click-throughs [Old Navy]

The Winner is…Email Marketing

Advertising is changes its face each year. What’s the most effective form of ‘advertising’ today? Email marketing. Shocking! I know.


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