Winning back.
WHO TO CONTACT
Customers who bought once and never returned Customers who used to buy regularly and stopped
WHY IT WORKS
They already know you and bought before.
Far easier than finding someone new.
WHEN TO CONTACT
Once you notice. Not years later.
WHAT TO SAY
Acknowledge the gap without making it awkward Give a reason to return Make it easy
WHAT NOT TO SAY
"We miss you" Anything guilt-inducing
A BETTER APPROACH
"We have something you might find useful" or a genuine reason.
Or simply ask whether anything went wrong.
THAT LAST ONE
Frequently produces an answer you can fix, and sometimes the customer back.
WHAT TO EXPECT
A proportion will return. Most will not.
The proportion is still cheaper than new acquisition.
WHAT TO LEARN
Why they stopped.
That tells you what to fix for everyone else.
HOW OFTEN
Review lapsed customers quarterly.
