Develop a comprehensive strategy for a customer win-back campaign targeting lapsed or churned customers of our <product/service>.
Begin by segmenting the lapsed customer base according to factors such as recency, frequency, monetary value, and reason for churn.
Analyse data to identify patterns and potential win-back opportunities for each segment. Create personalised messaging and offers tailored to each segment, addressing their specific pain points or reasons for leaving.
Design a multi-channel outreach strategy including email, direct mail, retargeting ads, and potentially direct phone calls for high-value customers.
Develop a series of touchpoints and a timeline for the win-back journey, progressively increasing incentives if needed.
Create content that reminds customers of your value proposition, showcases new features or improvements, and addresses common objections.
Propose a special “welcome back” onboarding process for reactivated customers to ensure a positive experience.
Outline a method for tracking and analysing the reasons customers choose to return or remain churned.
Finally, recommend metrics to measure the campaign’s effectiveness, including reactivation rates, cost per win-back, and long-term retention of reactivated customers.