What Is a Win-Back Campaign?
Have you ever tried using a win-back campaign before? If not, then you’re missing out on a great opportunity to regain potential customers and ensure that your email list isn’t being filled up by subscribers who aren’t interested in the content. A win-back campaign—also known as a re-engagement or reactivation campaign—is a series of emails sent to try and re-engage them. This campaign usually uses an automation sequence beginning with a gentle “nudge,” with incentives and beyond.
As a marketer, learning how to use a win-back campaign can help you in so many ways. Not only will it help you regain potential customers, but it will also help ensure that your email list is filled with subscribers who are interested in what you have to say. So if you’re looking for a way to boost your marketing efforts, then consider using a win-back campaign the next time you need to reactivate your email list.
How do measure the success of a win-back campaign?
There are a few key metrics you can use to measure the success of your win-back campaign. First, track the number of people who return to your site or purchase from you again after receiving the campaign offer. Second, measure how much revenue is generated from the campaign. Finally, track how long it takes for people to take advantage of the offer. By tracking these key metrics, you’ll be able to see how successful your win-back campaign is and make necessary adjustments to improve results.
Does win-back matter?
It’s important to remember that even if a customer has lapsed, it doesn’t mean they are of no value to the company anymore. If they can be reminded of a previous good experience they had, or be persuaded to give the company another try, it’s worth it. The main reason for this is that they’re still an existing customer, even if they haven’t purchased in a while.
Existing customers, even if they’ve been inactive, are often easier to sell to than new prospects. New prospects have a profitability range somewhere between 5-20%—far lower than the number of previous customers. So even though reactivating an old customer may take some effort, it’s worth it because there’s a greater chance of making a sale.
Win-back campaigns are important for long-term success because lapsed customers can make up a large portion of your market. If you have dozens or even hundreds of customers who have stopped engaging with your emails, that’s a lot of sales you could potentially recover. By sending them win-back campaigns, you can also reengage them with your emails, which strengthens your list as a whole.