Strategic guide for Winback
Winback: Give the customer a reason to come back
Just because a customer hasn't shopped or shown interest in your business for a while, it doesn't mean the customer is lost. The previous customer may still want to buy your product or service, it's just a matter of giving them a reason to come back. Using personalized win back emails as part of your Marketing Automation strategy, you can do just that. Instead of removing these inactive subscribers or customers from your customer base, a series of Win back campaign emails is a great strategy to use as a last ditch effort to re-engage customers.
Why send win-back emails?
It is easier to sell to existing customers than to new ones. This is because the company has already established a foundation with the customer. Convincing the customer to buy again does not require much effort.
It is cheaper. It costs 4-10 times more to acquire new customers than to keep existing ones. Companies therefore benefit more from setting up a good win-back strategy to avoid losing hard-won customers.
By winning back customers you thought were lost, you can increase your sales. Strategic win-back marketing increases the chances of attracting back a customer's interest.
Tips for effective Win back Emails:
Your customers will appreciate your emails much more if they are directly related to them. You can easily segmentera by creating sub-categories. These could include:
- How long ago their last purchase was
- Low, medium or high value customers (based on average purchase value)
- Customers who have had negative experiences
- Number of purchases per year
Providing the customer with a solution
There are many reasons why the customer has not made a purchase for a while. Instead of trying to guess what the reason is, you can ask the customer for the answer directly. Provide the customer with the ability to decide what kind of emails they want to receive and how often. Include a feedback form to gather valuable insights, which can then be used to customize future communication with the customer.
Highlight the benefits
Win back your customers by highlighting the value and benefits of your product. For example, if the company offers a software service where you can upload images and the customer hasn't uploaded any images yet, you can highlight the benefits of using your service to store images. Or, if your company offers a product that has particularly clear advantages over competitors in the market, you can highlight these advantages in your winback email.
Personalisering is a must for e-postmarknadsföring. It improves engagement such as clicks and also conversion. Customers will appreciate that you use their name in a mailing to them, instead of "Hey you". It creates a more personal bond with the customer.
- Address the customer by name
- View purchase history
- Using personalized product recommendations
Send more than one email
There is no magic email that can engage every unengaged customer. Therefore, you should not send only one email, but create a series of several emails. Send several different emails over a period of time to try to re-engage customers. Create a win-back flow with the help of the advanced Marketing Automation i Rule.
Offer those customers who haven't shopped for a while good discount offers that are limited in time. Or why not give a gift? A good tactic is to make the discount clear by specifying it in the subject line. Use the discount as a final step in your win-back strategy, as some customers may want to reactivate even without a discount. When communicating a time-limited offer, the best way to proceed is to SMS an excellent channel to do so.
How to set up Winback flows in Rule
Klicka här för att se hur man sätter ett Winback-flöde i Automationer.
Klicka här för att se hur man sätter ett Winback-flöde i Journey builder.