How to Write a Win-Back Email the Hubspot Way

Using a Hubspot-inspired framework, you can write powerful “we want your business back” emails that recover lost customers, rebuild trust, and increase revenue without resorting to pushy tactics.

This guide distills best practices from the original Hubspot article on win-back letters and turns them into a practical, step-by-step process you can follow for your own customer outreach.

Why Win-Back Emails Matter in a Hubspot-Style Strategy

Customer churn is inevitable, but letting former clients disappear without a thoughtful follow-up is a missed opportunity. A structured win-back campaign can:

• Revive relationships with lapsed customers
• Uncover why people stopped buying from you
• Improve your product or service using real feedback
• Increase lifetime value with a lower acquisition cost

The Hubspot article on “we want your business back” letters emphasizes empathy, clarity, and value — three pillars you should carry into your own campaigns.

Core Principles of a Hubspot-Style Win-Back Letter

Before drafting your first message, align your strategy with these principles modeled after the Hubspot approach:

• Customer-centric tone: Focus on their needs, not your losses.
• Specific reason for writing: Make it clear why you are reaching out now.
• Respectful acknowledgment: Admit they left and that you understand they had reasons.
• Clear value offer: Provide a compelling reason to reconsider you.
• Simple next step: One obvious action, not a list of demands.

Step-by-Step Process to Create a “We Want Your Business Back” Email

Use this step-by-step framework, adapted from the Hubspot win-back methodology, to build your own email or letter.

1. Define Who You Want to Win Back

Start by segmenting your inactive or former customers rather than sending one generic message to everyone.

• Customers who canceled a subscription
• Buyers who have not purchased again in a set timeframe
• Leads who went dark after an initial conversation

Create clear rules for inclusion. For instance, you might target customers who have been inactive for 90–180 days but had previously engaged frequently.

2. Research Why They Left

The original Hubspot guidance highlights the importance of listening. Use your CRM notes, past support tickets, and feedback surveys to identify common reasons for churn:

• Price concerns
• Product fit issues
• Customer support experiences
• Competition offering more relevant features

When you understand why they left, you can tailor your message and your offer.

3. Craft a Clear, Honest Subject Line

Your subject line should be sincere and direct. A Hubspot-style subject line might look like:

• “We’d Love Another Chance to Work With You”
• “Can We Make Things Right?”
• “We Miss You — Here’s What’s New”

Avoid clickbait. Your subject line should match the content inside the email.

4. Open With Empathy and Acknowledgment

In the first two or three sentences, acknowledge that the customer chose to leave and that you respect that decision. For example:

“We noticed you haven’t used our services in a while, and we understand that priorities and needs change. Still, we truly appreciated the chance to work with you and wanted to reach out personally.”

This technique, highlighted in the Hubspot article, sets a respectful tone and avoids pressure.

5. Take Responsibility Where Appropriate

If your data or feedback shows that you contributed to their decision to leave, address it honestly:

• Own any past missteps
• Briefly explain what has changed
• Reassure them that you have learned from the experience

For instance, you might say, “You mentioned our onboarding process felt confusing. Since then, we’ve simplified it and added live walkthroughs for new customers.”

6. Present a Compelling Reason to Come Back

The heart of your win-back letter is the value proposition. The Hubspot article demonstrates this with examples like improved products, new features, or exclusive incentives.

Potential offers include:

• A limited-time discount or credit
• Access to a new feature or service tier
• Priority support or onboarding help
• A strategic review or consultation

Be specific, time-bound, and clear about exactly what they gain.

7. Ask for Feedback, Not Just a Sale

Another key takeaway from the Hubspot approach is to treat the outreach as a learning opportunity. Invite honest feedback, even if they never return as a customer.

You can say something like:

“Even if you decide not to come back, we’d be grateful if you could share what we could have done better. Your perspective will help us improve for others.”

This shows humility and often leads to insights that shape your future product and customer experience.

8. End With a Simple, Single Call to Action

Do not overwhelm the reader with options. Close with one clear next step, such as:

• Click a link to reactivate or book a call
• Reply to the email with feedback
• Use a specific coupon code by a deadline

Make the call to action visually and verbally obvious so the reader knows exactly what to do next.

Hubspot-Inspired Templates You Can Adapt

To get started quickly, adapt structures like those shown in the original Hubspot article at this win-back email guide. When customizing a template, always:

• Insert concrete details about your relationship with the customer
• Reference any known issues they faced
• Tailor the offer to their segment and history

The more specific your letter feels, the more likely it is to resonate.

Best Practices for Sending and Following Up

Once your message is written, operational details matter as much as the copy.

Choose the Right Timing

Send your first win-back message after a reasonable period of inactivity, such as 60–120 days, depending on your sales cycle. Then plan a limited sequence:

1. Initial empathetic win-back email
2. Reminder with a shortened version of the message
3. Final “no hard feelings” check-in

Each touch should be respectful and easy to opt out of.

Measure and Optimize Your Campaign

Track performance of each win-back variation:

• Open rates by subject line
• Click-through rates by offer
• Reactivation or repurchase rate
• Feedback received about why customers left

Use these insights to refine future campaigns. This testing and optimization mindset is central to the kind of iterative approach associated with Hubspot and modern lifecycle marketing.

Elevate Your Strategy Beyond a Single Email

A “we want your business back” letter should not exist in isolation. Build a broader retention framework around it:

• Onboarding that prevents early churn
• Regular value-focused communication
• Proactive check-ins with high-risk accounts
• Exit surveys to understand departures

If you need help structuring a full lifecycle and CRM-based strategy, you can explore consulting resources such as Consultevo, which focuses on data-driven marketing and retention systems.

Putting a Hubspot-Style Win-Back Plan Into Action

By applying the principles illustrated in the Hubspot article and following the process above, you can create win-back letters that feel personal, respectful, and genuinely helpful.

Start by identifying your lapsed customers, clarify why they left, then craft empathetic outreach that offers real value and a simple path back. With careful testing and iteration, your win-back sequence will become a reliable part of your overall revenue and retention strategy.