What is a win-back campaign?
A win-back campaign is a strategy designed to get your customers excited about you again.
This is easily most often done through email marketing, though I do want to note that it can be done through direct mail, or simply picking up the phone. For our purposes we’re going to focus on using emails to get a customer to make another purchase, or simply reengage with us.
In a resale campaign, you want to identify customers who have purchased from you in the past, but are now radio silent. Your campaign should remind them of how awesome it is to work with you (or use your products) and tempt them to purchase again.
Win-back campaigns are an important part of email marketing maintenance. It’s important to keep a clean, engaged lists so if someone hasn’t opened your emails in a while a win-back campaign can help get them involved again.
If you are selling products, your resale and reengagement campaigns may be combined:
If your sales don’t happen through ecommerce, your reengagement campaigns may be more about giving a user options to find the best content for them.
What kind of results can you expect?
Return Path studied the win-back campaigns of 33 companies to learn how effective they were. Here’s what they found out:
- 45% of recipients who received the win-back campaigns read subsequent emails from the retailers
- 57 days was the average length of time between when recipients received a win-back email and when they read a subsequent email from the retailer
- Emails that simply tried to get inactive customers to opt in to receive emails again had a low 1.8% read rate; however, for win-back emails with the phrases “miss you” or “come back” in the subject line, the read rate jumped to 13%.
Harvard Business Review covered the results of win back campaigns for a telecom company, who saw ROI as high as 793%!
What happens if you don’t win your customers back?
Win-back campaigns can bring tremendous results, but we know that not everyone will bite. If that’s the case, you might try making a last ditch effort to save the relationship, and then cut the user free.
Excited to get started winning your customer back, but not sure where to start? Give us a shout!