Re-engagement Sequence for Bakeries Email Guide
Why Re-engagement Sequence Emails Fail for Bakeries (And How to Fix Them)
That familiar aroma of freshly baked bread should be drawing customers in, but your sales numbers tell a different story. Many bakeries invest heavily in attracting new customers, only to see them visit once or twice and then disappear.
You've probably noticed customers who were once regulars have stopped coming in. It's a common challenge to keep those initial connections warm, especially when daily operations demand so much attention.
A re-engagement sequence isn't just about sending an email, it's about reigniting a relationship. It reminds past customers of the unique flavors and warm experiences only your bakery offers, pulling them back into your orbit.
It's about nurturing your existing audience, turning a forgotten customer into a cherished regular. The templates below are designed to help you reconnect with those customers who've drifted away, inviting them back to the counter and boosting your bakery's bottom line.
The Complete 4-Email Re-engagement Sequence for Bakeries
As a bakery, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Miss You
Acknowledge the silence and show you care
Hi [First Name],
The smell of cinnamon rolls baking this morning made us think of you. It's been a little while since we last saw your friendly face at [YOUR BAKERY NAME].
We know life gets busy, and sometimes our favorite spots get pushed to the side. But we truly value every customer who walks through our doors and savors our creations.
We're always baking up something new and delicious, and we'd love for you to experience it. Is there anything we could do to make your next visit extra special?
Consider this a warm invitation to come back and indulge in your favorites, or discover a new treat.
Best, [YOUR NAME]
This email uses social proof and reciprocity. By acknowledging their absence gently and expressing care, it makes the customer feel valued rather than just a number. The open-ended question invites a response, building a dialogue.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Do you remember the first time you tried our [SPECIFIC POPULAR ITEM, e.g., sourdough bread, chocolate croissant]? That feeling of warm, fresh goodness?
We built [YOUR BAKERY NAME] to bring those moments of simple joy and delicious comfort to your day. From our flaky pastries to our artisan breads, every item is crafted with passion and the finest ingredients.
Perhaps you loved our [ANOTHER SPECIFIC ITEM] for your morning coffee, or our custom cakes for special celebrations. We're still here, ready to make your day a little sweeter.
We believe in creating more than just baked goods, we create experiences. We want to ensure you're still getting those delightful moments you deserve.
Best, [YOUR NAME]
This email uses nostalgia and sensory memory. By reminding them of a positive past experience and specific beloved products, it re-establishes the intrinsic value and emotional connection they once had with the bakery.
The Survey
Ask what they actually want from you
Hi [First Name],
We're always striving to make [YOUR BAKERY NAME] even better, and your feedback is incredibly important to us. We've noticed you haven't visited in a while, and we're curious to know why.
Was there something we could have done differently? Is there a particular treat you wish we offered, or a service that would make your visits more convenient?
We've put together a very short survey, it will only take a moment, to understand what matters most to you. Your insights will help us bake a better experience for everyone.
Click here to share your thoughts: [SURVEY LINK] As a thank you for your time, we'd love to offer you [SMALL INCENTIVE, e.g., a free coffee, 10% off your next order] on your next visit.
Best, [YOUR NAME]
This email employs the principle of reciprocity and active listening. By genuinely asking for feedback and offering an incentive, it shows the bakery cares about the customer's opinion and is willing to improve, making them feel heard and valued.
The Breakup
Give a final chance before removing them
Hi [First Name],
This is our last message for a little while. We've sent a few notes, hoping to reconnect with you and welcome you back to [YOUR BAKERY NAME].
We understand that not every bakery is for everyone, or perhaps your needs have simply changed. We don't want to clutter your inbox if our messages aren't bringing you joy or value.
If you'd like to stay in touch and keep hearing about our fresh bakes, seasonal specials, and upcoming events, simply click here: [RE-OPT-IN LINK] Otherwise, we'll assume this is a polite farewell for now. We wish you all the best, and our doors are always open if you ever decide to pop in again.
Best, [YOUR NAME]
This email uses loss aversion and a clear call to action. By stating it's the 'last message,' it creates a fear of missing out, prompting those who still value the bakery to re-engage. It also respects customer choice, maintaining a positive brand image.
4 Re-engagement Sequence Mistakes Bakeries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming all lapsed customers are gone forever. | Implement a structured re-engagement sequence to systematically reach out and reignite interest. |
✕ Only promoting new products or discounts without reminding customers of core value. | Weave in stories about your bakery's history, passion for baking, and the unique experience you offer alongside any promotions. |
✕ Not personalizing outreach or segmenting customer lists. | Use purchase history (if available) to reference past favorite items, or segment by how long it's been since their last visit. |
✕ Making re-engagement emails solely about the bakery's needs. | Focus on the customer's benefit, the joy, comfort, or convenience they gain from your products, and ask for their feedback to improve their experience. |
Re-engagement Sequence Timing Guide for Bakeries
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Bakery Specialty
Adapt these templates for your specific industry.
Beginners
- Start by segmenting your customer list by last purchase date. Focus on those who haven't bought in 3-6 months first.
- Keep your re-engagement emails simple and personal. A genuine 'we miss you' can go a long way.
- Offer a very clear, low-barrier incentive for returning, like a free coffee with any pastry.
Intermediate Practitioners
- Integrate your CRM with email marketing to automate the re-engagement sequence for specific customer segments.
- Use A/B testing on subject lines and call-to-actions to improve your re-engagement rates.
- Beyond discounts, experiment with offering exclusive access to new seasonal items or baking classes for returning customers.
Advanced Professionals
- Develop multi-channel re-engagement strategies, combining email with targeted social media ads or even direct mail for high-value lapsed customers.
- Analyze customer lifetime value (CLV) to prioritize re-engagement efforts on segments with the highest potential return.
- Implement predictive analytics to identify customers at risk of lapsing before they stop purchasing, allowing for proactive intervention.
Industry Specialists
- Tailor re-engagement messages to specific dietary needs or past event types. For a wedding cake client, ask about anniversary cakes.
- Highlight new specialty products or services that align with their specific interests (e.g., new gluten-free options, corporate catering menu).
- Position your bakery as the expert in their niche, offering educational content or exclusive insights related to their specific needs (e.g., 'Tips for planning a stress-free dessert table').
Ready to Save Hours?
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