11: What’s the best ? 11 p - a way to win back e Y t h ig ns bonus i k lapsed customers? uc r l o f “I’ll never let you go, Jack...” In what will come as a surprise to absolutely nobody, win-back messages are hard. You know the type - “Come back! We miss you! Why don’t you want to buy our Windows 95 games anymore?!”... but those lapsed customers just want to stay lapsed. What our data does indicate, though, is that The recipe for success win-back language appears to be most successful in SMS messages. Customers have Meal delivery kit brand Home Chef takes a to really love your brand to sign up for SMS two-pronged approach to its email marketing, marketing, so it stands to reason that this crowd tackling both acquisition (acquiring new will be the most receptive to your win-back customers) and reactivation (winning back messages. We found that phrases like “renew” customers who have paused their deliveries). and “checking in” work well here, but you might want to play around with similar terms to Home Chef, along with email service provider remind your lapsed customers about the good (ESP) Salesforce Marketing Cloud, has found ol’ times you shared. success with playful messages, especially those tapping into the holidays for fun, themed subject lines. With Phrasee, Home Chef has the power to test a huge variety of tones, emojis, and phrases to optimize its email campaigns.