5 Ways to Win Back Lapsed Customers With Email
4. Vary the "we want you back" messaging, and optimize through testing. There are many ways to say that you want customers to renew their relationships with your brand. Marketers frequently acknowledge that "we haven't heard from you in a while" and then follow it up with a special offer or update on significant new developments since the customer lapsed. It's important to vary and test your messaging to give yourself the best chance of hitting the theme that will drive customers back to you.
5. Stream test contact frequency. Determine the optimal contact frequency of lapsed customers by testing different frequency options. Be careful to measure the impact on reactivation rates versus undeliverable email and other operational metrics.
In summary, there are important ways to reactivate lapsed customers. Given the cost of finding and acquiring new customers today, reactivating lapsed customers may be the best way to grow a profitable housefile. Remember: Define, segment, test and target.