Most subscribers and leads who don't buy aren't dead.
They just need the right messaging, reminder, or follow-up. A single great email can pull them back into your marketing process and close them fast.
Here are 3 emails I've used to sell leads most people would have given up on:
1) The 9-word email
Purpose: Revive dead leads
When to send: 60-90 days after a subscriber or lead opts in
Who to send it to: Subscribers or leads who have not purchased
Source: Dean Jackson
Do you have a list of leads, prospects, or email subscribers that signed up for something but haven't taken any action?
Try the 9-word email:
A) Get all the leads you’ve generated who are at least 90 days old.
B) Use a short subject line, like: “Hey” or “[First Name]”
C) Send an email with something similar to these 9 words:
“Are you still looking for a house in Greensboro?”
“Do you still want to launch a newsletter?”
“Are you still planning a trip to Cancun?”
The question should be open-ended. DON’T add a CTA or any links. Keep the email 9-12 words long.
This feels personal and prompts people to reply.
After you get replies, share the next step: Book a sales call, register for a webinar, go to a sales page, etc.
2) Refund transparency
I've used this email template at the end of multiple launch sequences to drive tens of thousands of dollars in sales.
Typically, it will get a 60%-70%+ open rate.
Purpose: Increase trust to sell your offer
When to send: In the final three days of a launch sequence OR in the last three emails of an automated sales sequence
Who to send it to: All subscribers you're marketing to
Email Example
Subject line: Refund
Preview text: Notice: I’ll be 100% transparent: This is not for everyone
Body text:
Hey — Matt here.
I’ll be 100% transparent:
I’ve refunded 55+ people who joined Write, Grow, Sell. It’s not for everyone.
Still, I'm proud to have a 14-day “no questions asked” money-back guarantee.
I'm even more proud that 1,500+ people who took the program got results.
Like [NAME] who said: [testimonial image here]
The reason Write, Grow, Sell has 400+ testimonials and an unheard of 91 NPS score is because IF you’re ready to take action, the system works.
Everything you need to build a successful newsletter from scratch is inside.
AI tools and workflows, the world's best training curriculum, 100+ templates and swipefiles, online community for support — and so much more!
[Product CTA Here]
[Sign off]
P.S. Enrollment ENDS [on date and time]
This is your last chance to get in.
Don't miss out.
Join here.
To make this work even better: Include your refund rate and dispute rate, or how many.
Like, “Out of 1,500+ customers, only 56 have ever requested a refund, and we've only received 1 payment dispute”
3) “Where did we lose you?” Follow up email
This is the most powerful email you can send to sell leads who have already gone through your marketing campaign or sales process but have not purchased yet.
You'll also get helpful feedback from the responses.
Send this before you use the 9-word email.
Ideally, 1-5 days after the subscriber has gone through your sales or marketing process. Then use the 9-word email ~30 days after that.
Purpose: Sell “lost” leads, and/or get customer feedback
When to send: After a subscriber/lead has gone through a sales sequence, marketing campaign, or watched a VSL/webinar AND has not purchased
Who to send it to: Subscribers/leads who have gone through some type of sales or marketing campaign, engaged with the campaign, clicked the sales page but have not purchased
Email Example
Subject line: feedback?
Preview text: Wonder if you can send me 1-2sentences on where we lost you.
Body text:
Hey [name],
I saw you checked out [offer], but didn't move forward.
Could you send me 1-2 sentences on where we lost you?
Would appreciate anything you can tell me so I can improve.
Thank you
How to format this email:
Keep it short — 2-3 sentences
Lowercase subject line
Make it look like it was quickly typed
If you want, it could be dramatically sloppy with inconsistent punctuation
The email gets two types of responses. Both are valuable.
A) Actual feedback on why they didn't buy.
Gold for improving your marketing and sales messaging.
B) More common: "You didn't lose me" replies.
Often, the lead explains where they're actually in the sales process, what's holding them back, or what's going on in their business or life.
Next step: Respond and put them back into the sales process — ask them to:
Book a call
Go to the sales page
Attend the next webinar
Or give them an exclusive discount
The result: You close more leads you would have lost without sending this. Plus, get feedback to improve.