Multi-Channel Win-Back Strategies: Beyond Email
The pursuit of lost customers can be just as crucial as the chase for new ones particularly now, as consumer spending has moderated and marketing budgets need to remain hyper-efficient. Last time, I outlined some data-driven retention strategies to keep the customers you have. But what if your customers have churned out or become inactive? Win-back marketing strategies can reignite their interest. Yet most marketers simply send an email (or several) with a discount code, often falling on deaf ears. By experimenting with different offers and embracing a multi-channel approach, you can amplify your win-back efforts and tailor your messaging to various platforms, increasing the likelihood of reengaging lost customers. You should definitely send emails. But you should also take a more holistic approach to supercharge your win-back campaigns. In this post, we’ll explore different win-back tactics, then learn how to adapt your messaging for maximum impact on non-email channels.
Win-Back Tactics to Try
Deciding which win-back campaigns to test will depend on your specific product or service offering (unit economics, purchase frequency, seasonality) and on your customer base (start segmenting it if you haven’t already.) However, here are some universally effective win-back campaigns that you should consider:
Limited-Time Offers: Don’t just offer a discount code. Create a sense of urgency by offering time-limited discounts or promotions. This encourages customers to take action quickly.
Exclusive Discounts: Reward inactive customers with special discounts or offers that are only available to them. This makes them feel valued and appreciated, increasing the likelihood of them returning. For example, consider segmenting lapsed customers by their purchase history, then reward higher spenders with bigger discount offers.
Personalized Recommendations: Leverage past purchase data and customer preferences to provide personalized product recommendations. Show customers that you remember their preferences and tailor your offer accordingly.
Updates On What’s New: Highlight new features, improvements, or offerings they may have missed since they last engaged with your business. Craft content reminding them why they fell in love with your brand in the first place.
Social Proof and Testimonials: Share success stories and positive experiences of other customers who returned after a period of inactivity. This builds trust and provides social proof that your brand is worth coming back to.
Interactive Content: Engage customers with interactive content such as quizzes, polls, or surveys. This not only grabs their attention but also provides valuable insights into their preferences.
Gamification: Turn the process of re-engagement into a game by offering rewards or points for new interactions and purchases. Run a sweepstakes with a compelling prize, targeted to your lapsed customers.
Mastering Non-Email Win-Back Channels
Social Media: Reward Loyalty and Repeat Customers
Utilize your social media platforms to celebrate loyalty and reward repeat customers. Craft posts that highlight exclusive offers or discounts for those who have engaged with your brand before. For instance, offer a compelling gift with purchase, or a BOGO or discount: only to repeat customers.
Win-Back Retargeting Ads: The True Tip of the Funnel
Most performance marketers merely view the tip of the paid acquisition funnel as a “conversion”. But a more nuanced strategy groups repeat purchase and win-backs into distinct campaigns. Retargeting ads serve as powerful reminders for customers who have shown interest before. But take your ad sets a step further by specifically targeting existing customers by using tracking pixels and first party customer data. Craft distinct visuals and copy for these segments, reminding customers of their abandoned carts or past interactions. Make offers more compelling than those you might want new customers to see, all without cannibalizing your pricing strategy.
SMS: Up The Urgency
Send concise yet impactful text messages to grab their attention. Avoid sounding spammy: use personalization, addressing them by their first name and reminding them of their past interactions. For instance, "Hi [Name], because you’re one of our most loyal customers, please enjoy early access to our Fall drop and a 20% discount not available to the public. Click here before midnight Sunday for exclusive access [Insert Link]."
Direct Mail: Bringing Back the Personal Touch
Don't underestimate the impact of direct mail in a digital age. Send personalized postcards or letters to your inactive customers, sharing your latest offerings or inviting them to an exclusive event. Several providers now allow you to upload your segmented customer lists and will print and send personalized cards on-demand, maximizing the potential of the campaign. Direct mail may sound old school, but new technology allows you to create and track ROI on direct mail campaigns almost as dynamically as email campaigns!
Remember, the effectiveness of a win-back campaign can vary based on your industry, customer behavior, and the uniqueness of your products and brand. It's also important to segment your inactive customer base to tailor various campaigns to different groups. A/B testing is essential. Test one variable at a time (e.g. offer type OR customer segment, but not both). You might also find some channels work better than others for certain campaigns or segments. Regularly analyze and assess the performance of each campaign to refine your approach over time. By experimenting with win-back campaigns and continuously optimizing your strategy through testing, you can effectively re-engage your inactive customers and drive revenue growth. We help clients execute win-back campaigns in every engagement we undertake and would love to discuss how we can help your business harness this effective strategy.
