On win-back emails that appeal to a lapsed user's sense of identity

A writer of the Marketing Ideas newsletter at Marketing Ideas raises how a win-back email built around the lapsed user's self-image, rather than the product, might pull churned customers and dead leads back. The piece describes an email that flatters who someone used to be, offers a button phrased as agreeing with that picture, and places any discount at the bottom so the visit is not framed as a deal. A reader can try this on a churned list for a product with a clear user identity, such as a community, a creative tool or a habit app, and test the button wording and offer placement separately. The support is one example email, a few behavioural findings from other settings, and a single account of pre-created accounts, so it is untested here. It would transfer poorly to transactional or low-attachment products where users never saw themselves as a certain kind of person.

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