Of course, some customers will choose to unsubscribe from your email list, so it can be worth encouraging them to return without being intrusive. Companies often take the approach of sending re-engagement emails to unsubscribed customers, effectively starting over with them and enticing them back as if they were starting the customer lifecycle all over again.
The following example from Amazon's audiobook platform Audible shows the kind of special offer that could entice a lapsed customer to return. The audiobooks offered here can be customized to the customer's taste, making them even more attractive.
Screenshot from Reddit
Replenishing subscriptions
Replenishment is relevant for any product or service that tends to run out, expire, or bank email list have other time constraints. For example, food and other consumables, subscriptions to services or publications, or appointments on health and beauty.
An automatic reminder in advance of the product's expiration date can refresh the customer's memory and encourage them to reorder. As with any such message, the language should be encouraging and friendly and should highlight the quality and desirability of the goods or services.
Upselling is encouraging customers to buy a similar but upgraded and more expensive version of a product they have already purchased. Cross-selling, on the other hand, is convincing them to buy a related product, such as garden tools, if they have just purchased a lawnmower.
Both upselling and cross-selling can be encouraged very effectively with an automated workflow, allowing your sales team to focus on the highest value buyers. With an existing customer who has made a recent purchase, your business already has a head start. All it takes is a pop-up or email pointing them to similar or higher-end items to encourage another sale.