Re-engagement Sequence for Subscription Box Owners Email Guide
Why Re-engagement Sequence Emails Fail for Subscription Box Owners (And How to Fix Them)
You check your churn report. The numbers are higher than last month.
Again. Many subscription box owners see subscribers drift away, not because they're unhappy, but because life gets in the way, or the initial excitement fades.
It's easy to assume they're gone for good, but often, they just need a gentle nudge, a reminder of the joy and value your box brings. A well-crafted re-engagement sequence isn't just about bringing back lost revenue; it's about reigniting the connection, reminding them of the unique experience you offer, and giving them a compelling reason to stay.
The templates below are designed to do just that. They're built to cut through the noise, address their concerns, and bring them back into your vibrant community.
The Complete 4-Email Re-engagement Sequence for Subscription Box Owners
As a subscription box owner, 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],
It feels like ages since we last connected. We've missed having you as part of our community, and we hope everything is going well on your end.
We built [Your Box Name] to bring [core benefit, e.g., joy, discovery, convenience] directly to your door, and we loved having you with us. We're always striving to improve and deliver the best possible experience.
Is there anything we can do to make your experience better, or perhaps something specific you'd like to see in upcoming boxes? If you're ready to jump back in and rediscover the [product type] we're known for, we'd love to welcome you back.
There's always something new and exciting happening here.
Best, [YOUR NAME]
This email uses the principle of social connection and perceived care. By acknowledging their absence in a non-accusatory way and expressing that they've been 'missed,' it taps into their desire for belonging. The open-ended question subtly invites them to re-engage on their terms.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Think back to that feeling when your [Your Box Name] first arrived. The excitement of unboxing, the thrill of discovery, or the sheer relief of having your essentials handled without a thought.
That's the experience we're committed to delivering every single time. We've continued to curate [mention a recent improvement or popular feature, e.g., even more unique items, new sustainable brands, expanded customization options] since you've been away.
Many of our returning subscribers tell us they forgot how much they appreciated the convenience and delight our box brought to their [life aspect, e.g., routine, hobby, kitchen]. Don't let those moments pass you by.
We believe you deserve those moments of joy and ease. Re-activating your subscription is quick and easy, and we're ready to welcome you back to a new wave of [benefit].
Best, [YOUR NAME]
This email uses nostalgia and future pacing. By prompting them to recall positive past experiences, it creates a warm, emotional connection. It then 'future paces' by describing continued improvements and the benefits they will experience upon returning, tapping into the desire for positive future outcomes.
The Survey
Ask what they actually want from you
Hi [First Name],
We're always looking for ways to make [Your Box Name] even better, and your honest feedback is incredibly valuable to us. We noticed you haven't been with us recently, and we're curious to understand why.
Would you be willing to take a moment to share your thoughts in a quick survey? It's just a few questions, and it helps us tailor our offerings to truly meet your needs.
Your input helps us shape the future of [Your Box Name] and ensures we're delivering exactly what our community wants. We're committed to listening and evolving.
As a thank you for your time, we'd like to offer you a [small incentive, e.g., 10% off your next box, an exclusive bonus item] if you complete the survey. It's our way of showing appreciation for your honesty.
Best, [YOUR NAME]
This email uses the psychological principle of active participation and perceived control. By asking for feedback, you make the subscriber feel valued and heard. The 'foot-in-the-door' technique (small request first) makes it easier for them to re-engage, and the incentive provides a clear benefit for their effort.
The Breakup
Give a final chance before removing them
Hi [First Name],
This is a bittersweet email for us. We've tried to reach out, hoping to welcome you back to the [Your Box Name] family, but it seems we haven't quite reconnected.
Because we want to ensure our communications are always valuable and relevant, we'll be removing your email from our active subscriber list soon. This means you'll miss out on future [new product announcements, special offers, community updates] and the curated delights we send.
We understand if our box isn't the right fit for you right now, but we wanted to give you one final opportunity to experience [unique selling proposition, e.g., our latest discoveries, the convenience of our service, the joy of our community]. If you'd like to stay, or even give us one more try, simply click the link below before [DATE].
We'd genuinely love to have you back.
Best, [YOUR NAME]
This 'breakup' email employs scarcity and loss aversion. By stating a clear deadline and the consequence of inaction (being removed from the list and missing out), it creates urgency. The final offer taps into the fear of missing out and gives a clear, last-ditch incentive to re-engage.
4 Re-engagement Sequence Mistakes Subscription Box Owners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Ignoring inactive subscribers, assuming they're gone for good without a strategy. | Implement a proactive, multi-step re-engagement sequence to address different reasons for inactivity. |
✕ Offering only deep discounts as the sole re-engagement tactic. | Focus on reminding them of the core value, convenience, and unique items of your box, offering discounts as a secondary incentive. |
✕ Sending generic re-engagement emails to all inactive subscribers. | Segment inactive subscribers based on their past purchase history or time since last activity, then tailor messages accordingly. |
✕ Failing to have a clear 'breakup' email or process for truly churned subscribers. | Define a clear timeline for re-engagement attempts, concluding with a respectful 'breakup' email and removal from the active list to maintain list hygiene. |
Re-engagement Sequence Timing Guide for Subscription Box Owners
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 Subscription Box Owner Specialty
Adapt these templates for your specific industry.
Niche Box Owners
- Re-emphasize the exclusivity of items that are hard to find outside your box, tapping into their passion.
- Highlight any new community features or events related to their specific niche interest.
- Showcase how your box helps them deepen their expertise or enjoyment in their chosen hobby.
Curated Box Owners
- Remind them of the personalized aspect, how your expert curation saves them time and introduces them to perfect new items.
- Feature a 'before & after' or 'how it improves your style/life' example using items from a recent box.
- Showcase testimonials from subscribers who love the discovery and convenience of your curated selections.
Replenishment Box Owners
- Focus on the sheer convenience of never running out of their essential items and the time it saves them.
- Highlight any recent improvements in product quality, sourcing, or sustainability of the items they rely on.
- Use a 'set it and forget it' angle, reminding them how your box simplifies their life and reduces mental load.
Discovery Box Owners
- Reignite the excitement of surprise and the joy of unboxing new, unexpected delights.
- Showcase how your box keeps them adventurous and introduces them to new brands or experiences they wouldn't find otherwise.
- Emphasize the 'first to know' or 'exclusive access' aspect to new and exciting products on the market.
Ready to Save Hours?
You now have everything: 4 complete email templates, the psychology behind each one, when to send them, common mistakes to avoid, and how to customize for your niche. Writing this from scratch would take you 4-6 hours. Or...
Get Your Subscription Box Owners Emails Written In Under 5 Minutes.
You've got the blueprints. Now get them built. Answer a few questions about your subscription box owners offer and get all 7 emails written for you. Your voice. Your offer. Ready to send.
Stop guessing what to write. These are the emails that sell subscription box owners offers.
One-time payment. No subscription. Credits valid 12 months.