How to Create Win-Back Emails That Actually Win Customers Back
Creating personalized emails designed to engage recipients' requires detailed analytics and business rules that insure the right message is delivered. How much more effective would the 1800PetSupplies email be if it mentioned the recipient's name and pets before noting that she was missed?
Information in an individual's buying history can be used to create detailed emails designed to bring people back. Win-back campaigns that limit selection criteria to last purchase date can do more harm than good. Customers who leave because of service issues respond negatively to "we want you back" messages that don't acknowledge the problem. The best win-back programs are designed to speak to individual needs. Here are some tips to get you started:
- Start the win-back campaign as soon as the first order is fulfilled or donation is received. Customize the marketing message to include follow-up information from the first transaction. A soft win-back approach keeps people from leaving.
- Separate people who have had issues from everyone else. Winning back an unhappy camper requires special care. The investment in TLC will pay off because people who have negative experiences resolved to their satisfaction are more loyal.
- Build the program from the ground up. Adding some personalization to a generic campaign doesn't deliver results like creating one designed to optimize reactivation. The better the foundation, the higher the return.
- Develop a multi-level program. It is much easier to retain a satisfied customer with a recent transaction than one that has been dormant for months. It also costs less. Save the big incentives for the last resort.
- Continuously test and improve. People are easily trained to wait for the best deal. Include activity patterns and seasonality in your segmentation so the big incentives aren't offered when your customers are already scheduled to buy.