Five Customer Recovery Campaigns: All You Need to Know
Businesses often run campaigns to recover lost customers. Many times, people purchase a product but don’t interact with your brand again for an extended period.
Therefore, managing recovery campaigns is a fundamental strategy to remind all users that you are there. It is about reactivating customers who have already had contact with the brand through a series of persuasive techniques.
Having invested a lot of time and money in accompanying your customers to the conversion stage, seeing how they leave can be frustrating. But that doesn’t necessarily mean you should give up and consider them lost. There are many strategies for winning back those who have lost interest. You can bring them back and reactivate a relationship with them that will be maintained in the future.
It is easier to keep a customer than to activate it
If you notice that many customers are leaving, it might be a good time to create winning campaigns and make them fall in love again. Many businesses already use campaigns to retrieve customers as an essential part of their digital marketing strategy.
A good recovery campaign starts with knowing what could have gone wrong and why it caused the customer to lose interest in your brand. Keep in mind that this is very important, as it will help you better segment your shipments by adapting the message for each customer.
To recover a customer, you must accept responsibility and be able to provide a solution. After analyzing the reasons for quitting, you can start building your recovery campaigns more effectively. This should include a promise to the user that is so valid that it will seduce him again and allow him to keep your brand in mind.
Five effective recovery campaigns:
The time has come for you to start building payback campaigns to attract runaway customers. Remember that the ability to react quickly is essential – you will prevent many from leaving.
As you will see below, there are many types of recovery campaigns, depending on the goals you want to achieve. You can take a look at these examples that can be inspiring to create your strategies adapting them to your needs:
1. Use the offline channels to contact them again:
When it comes to recovery campaigns, some brands choose to use offline channels to re-engage customers. Sales via email and the Internet are not the only channel for maintaining customer interest. J.Crew created a campaign, where he told his customers that he missed them and offered them a discount code.
To reactivate them, he offered a $25 discount for every $100 spent and free shipping on order. It also provided the customization of a garment to choose from among those available online as a bonus. But the great thing about this offer is that it wasn’t just for online shopping.
The discount could also be used in physical stores. To do this, you just had to show the email. The brand has tried to stand out in terms of design by conveying to the customer the feeling that the brand is essential. Then, they address users by their name: “We miss you (yes, you). “
2. Tell them a story:
Telling your users a story to try to persuade them. It is a very effective strategy because the email is attractive and allows the user to read it thoroughly. The hook of this example is to place the phrase “We miss you” in a larger, highlighted font.
Furthermore, the text shows the brand as empathetic by sending the reader an invitation to stay but without saturating the inbox with emails that do not interest them. So, we talk about the benefits of staying in the database by offering a discount, whatever your decision.
They end up giving you a choice between two options. Users like to feel that they are in control and can decide on the communications they receive. Therefore, it is usually a beneficial technique for gaining readers’ trust and sympathy.
3. Did you forget something?:
Other important recovery campaigns are carried out when a brand detects that someone has abandoned the cart. This is a crucial time and should never be overlooked. The customer had decided to buy, but for some reason, he had doubts: this is your chance to convince him!
In this case, your company can send an email to remind the customer that a purchase process is in progress. But it’s not limited to a simple reminder. To convince the customer, the brand offers a discount on the same purchase. Also, it provides advice to the customer in case of doubts or questions about the product or the purchasing process.
4. Customization for birthdays:
Personalized emails based on select dates are typically very effective in reactivating and retaining customers. This means letting the customer know that it’s important to you and not just a number on your list. This type of email personalization is beneficial because it creates a personal and personalized dialogue with the customer.
In this case, your company can take advantage of users’ birthdays to offer a discount on their next purchase. All users are happy to receive a personal email. Furthermore, the promise of a gift arouses curiosity and stimulates conversion. This message automatically captures the attention and causes the user to continue reading.
5. Make an offer in the reactivation campaigns:
An excellent way to attract your customers’ attention and encourage them to come back is to make them a compelling offer. By doing this, you are remembering that you are still thinking about them. And give them a head start to buyback. Who doesn’t like a gift?
You can take the approach with her customers to another level. Through the message, he positions himself as a friend of the customer and offers him a £ 5 discount to buy “that little model you noticed”. Visually, the offer stands out from the rest of the email and is useful in keeping the user’s attention.
On the other hand, the email also tries to get feedback by asking the reader to comment on Facebook. It is a new strategy for gathering relevant information on user preferences. Plus, gaining customer insights will allow you to better segment shipments and create more personalized experiences.