The last thing any business wants are customers churning. A recurring customer is a huge win for businesses. With a well executed customer win back series, recovering lost customers can have a positively huge impact on sales.
RIght now, you’ll learn how to craft an effective and personalized win-back series by segmenting your audience.
What is a Customer Win Back Series?
A Customer Win Back Series is a campaign to recover customers who haven’t engaged with your brand for a long time.
Majority of the time, customers will actually want to buy your products, but they may get busy in life and forget that fact. Sometimes all they need is a little nudge to come back.
A successful win back series consists of many components such as:
- Proper segmentation
- Personalization
- Compelling Content
- Feedback
Why are Win-Back Customer Campaigns Important?
Win-back campaigns are important for different reasons.
The first one is that they help extend customer LTV.
When they come back, not only you regain lost revenue, but also their loyalty to the brand increases, which results in increased future spending.
The second one is that they offer insights on why customers churn.
If you use them to find areas of improvement, future churn will reduce.
By the Numbers
Empower your business with our Shopify Data Driven App
- ✔ Know Your Audience Behavior
- ✔ Deep Customer Segmentation
- ✔ Retarget With Integrations
- ✔ All The KPIs & Reports You Need
How to Create the Best Win-Back Series Using Segmentation
Step 1 - Analysis of Data
To do a proper series that involves segmentation and personalization, an analysis known as the RFM analysis should be done to find out three things:
- When was the last time a customer purchased your goods or services?
- How often did they purchased before churning?
- How much money have they spent?
When they have finished the analysis, they tailor the win-back campaign according to these metrics.
Step 2 - Segmentation of Inactive Customers
Now you need to craft the right message for the right customer. Segmentation is a tricky topic to grasp sometimes but once you understand segmentation, many things become smooth sailing
Check how long it has been since your customers’ last purchase. Understand what products or services they bought which might have led them to churn.
Study demographics such as location or age before writing your messages and take them into consideration. Also, analyze past engagements with your social networks, website or emails.
Imagine all of those customers who bought children clothes in March from a clothing brand.
The brand might contact them in September with customized back to school offers which will certainly result in a sales increase.
Step 3 - Set Up a Win-Back Campaign
Once you have segmented your customers, it is time to craft your email series.
If you have segmented them according to their past purchases, you might offer them a complementary product or service to something they have already purchased.
If they are not buying that complementary product from you, they are buying it from your competitors.
Some brands use only one email while others go for series of emails.
Here’s a basic structure of a win-back email series:
Email 1: Inform your customers about those complementary products or services that would solve a problem you know they certainly have.
Email 2: Give them an appealing discount if they try your products or services.
Email 3: Send them a reminder email highlighting the products and the discount.
Email 4: If your customers haven’t interacted with any of your previous emails, just send them the last one letting them know that they can come back any time they feel like it.
Personalize your Campaign
Make sure your personalize your messages and your subject lines.
Call your customers by their name and address the specific problems they have and the solutions they need. In the same way, keep in mind other factors such as age or location.
Nobody wants to be talked about things they don’t need.
Once you’ve gone through the data analysis you will find all the information you need about your customers.
Automate your Campaign
You need to ensure that your campaign is sent to the right customers at the right time.
That’s when automation kicks in.
Set up an automated flow triggered by customer interactions. You could schedule this series to be sent 6 months after your customers’ last purchase.
How to Leverage By the Numbers to Boost your Win-Back Campaign
By the Numbers can help you boost your win-back strategies providing you with insightful reports of your store and customers’ data.
It’s a tool specifically designed to track payment, behavioral and demographic data of your customers and show it to you in the form of easy-to-understand reports.
It has superb segmentation capabilities and the possibilities to apply them to your win-back strategies are endless.
Also, it allows you to retarget all of those lost customers through app integrations, such as Klaviyo, Google Ads, Meta and Titkok Ads.
This means that you only need a few clicks to find them, talk to them and win them back.
Conclusion
Efficient win-back campaigns are based on data analysis and customer segmentation.
This leads to understanding why customers churn. If you get to this point, you’ll find it easier to craft a message that is relevant and can re-engage a lost customer, which will also extend LTV.
By the Numbers help you comprehend why your customers do what they do. It brings to the table data to drive your decisions.
Ready to craft your campaigns with extreme accuracy? Try By the Numbers today!
By the Numbers
Empower your business with our Shopify Data Driven App
- ✔ Know Your Audience Behavior
- ✔ Deep Customer Segmentation
- ✔ Retarget With Integrations
- ✔ All The KPIs & Reports You Need
