Reaching people who stopped buying.
WHO THIS TARGETS
Customers who bought once or regularly and have not returned within a period that is unusual for your business.
That period differs: a month for consumables, a year for something bought rarely.
WHY IT WORKS
They already bought. They know the product and the process.
Reaching them is cheaper than acquiring anyone new.
WHAT TO SEND
An acknowledgement that it has been a while Something new since they last bought Possibly an incentive to return
WHETHER TO DISCOUNT
Sometimes. Be aware that regular win-back discounts train customers to lapse deliberately.
Try without first.
WHAT TO ASK
Sometimes the most useful message asks why they stopped.
Some will tell you, and that information is worth more than the recovered order.
SEGMENTING PROPERLY
This requires knowing purchase history, which means your email platform must be integrated with your shop.
FREQUENCY
Once or twice a year. Not a recurring campaign to the same people.
WHAT TO MEASURE
Orders from the campaign, against the effort.
