Brand
Canva
Subject line
Hey Jonathan, we miss you...
Use case
Win Back Churned UserAbout this email
This is a re-engagement email from Canva aimed at users who haven't been active for a while. The email is structured with a personalized greeting followed by highlights of new features like Bar Chart Data Labels, BrandFetch, and Custom Page Embeds, each accompanied by visuals and links to try or learn more. The tone is friendly and inviting, using casual language to encourage users to explore updates and resume using the product, supported by well-organized call-to-action buttons and app download links.
Canva journey
Why this works
**Why this works.** The subject line leads with emotional language ("we miss you") instead of leading with a feature or discount, which reframes the ask from transactional to relational and reduces the psychological friction of returning to an abandoned product. The pattern here is "vulnerability before value"; you can lift it for any win-back email where you want lapsed users to feel missed rather than sold to.
