Brand
Dropbox
Subject line
Regarding your account: Don't forget about your Dropbox files
Use case
Win Back Churned UserAbout this email
This email serves as a re-engagement attempt from Dropbox, reminding the user that it has been some time since their last interaction. The structure is straightforward, likely including a call-to-action link directing the user back to Dropbox. The tone is mild and inviting, designed to gently encourage the recipient to revisit the service without pressure.
Dropbox journey
Why this works
**Why this works.** The subject line triggers dormancy anxiety by naming what the user might lose ("your Dropbox files") rather than what Dropbox wants to sell, making inactivity feel like a personal risk instead of a product pitch. The pattern here is "loss aversion over feature promotion"; you can lift it for any win-back email where reminding users of their own data or progress is more motivating than reminding them of your product's benefits.
