Win-back: ask why they left
Asks a former customer for honest feedback, without trying to sell anything.
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Not a cold email. This one is for people who already know you: customers, past prospects or contacts who asked to hear from you.
Subject lines
- Could I ask why you left?(used in the template)
- A question about why you left
- Could I ask what went wrong?
The email
Email 1 · day 1
Could I ask why you left?
Hi {{first_name}}, I saw that {{company}} cancelled its account recently. I'm not writing to change your mind, just to learn. If you have ten seconds, which comes closest? 1. It cost more than it was worth 2. A feature we needed was missing 3. We moved to another tool 4. Something else Any detail you're willing to share helps us improve. {{sender_first_name}}
{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. Written for a software company asking churned customers for feedback.
When to use it
Two to six weeks after a customer cancels. The goal is learning, and sometimes a second chance.
Why it works
- Asking for feedback without a pitch is rare, and people respond to it.
- Multiple-choice reasons make replying quick.
- Learning why customers leave is valuable even if no one comes back.
How to adapt it
- List the reasons customers actually give. Include 'something else'.
- Make sure the reply goes to someone who will read it and act.
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