Automated Customer Win-Back Email Campaign
A Win-back campaign is a series of emails that you will send to
customers that haven't purchased from you in a specific period of time. Effectively turning an "inactive" customer back into an "active" customer.
Why Should You Have a Win-Back Campaign?
According to a Klaviyo report, it's 50% more likely past customers will buy from you again and repeat customers generate 4x more profit than one-time buyers.
Klaviyo also reports these win-back campaign averages across
all industries:
- Open rate: 28.10%
- CTR: 4.02%
- Conversion: 0.49%
- RPR: $0.37
- AOV: 79.12
The following are industry-specific averages:
(Source:
Ecommerce Email Marketing: Industry Performance Benchmarks | Klaviyo)
If you are not using a win-back campaign you are indeed leaving money on the table. It's free money.
Go get it.
When to Send Your Emails?
That depends. It's important to know your customer buying cycle because that will dictate when your win-back series should trigger.
Are your products consumables? A medium to high-frequency buying cycle may suggest your win-back series triggers at 120-180 days since their last purchase. This is just an example. Again, you need to know your customer buying cycle.
Using the 120-180 day example above you could also set another series to trigger if they don't make a purchase from the first series. Maybe around the 240 days mark? At this time, I only have one series. I will be adding a second and maybe third series this weekend.
I currently have my series set to trigger at 100 days because I know that most of my products are used up in 3-4 months. (Due to a recent campaign not related to Win-Back I'm re-evaluating my current time frame. More info may be forthcoming.)
How Many Emails Should Your Win-Back Series Send Out?
Klaviyo believes the sweet spot is 3 emails. I use 4 and have a lot of success with it. However, when adding a second and possibly third series I may trim that down to only 3 emails per series.
It's important to note that if the customer makes a purchase at any time during the series they will
not get the next email.
What Should Your Emails Contain?
You should use a special discount to bring them back. This could be as simple as a % off discount or something more creative like a store credit.
Email 1 - "We miss you"
Include some or all of the following content:
- Tell them you miss them and want them back.
- Give them a discount of some kind with a deadline. I use a 15% off coupon code.
- Update them on company news and events.
- Showcase new and/or best selling products.
- Call to action
Email 2 - "Reminder and Last chance" - send 1-3 days after email 1.
Include all of the following content:
- Last chance copy.
- Remind them their discount is set to expire in 24 hours.
- Include best sellers.
- Call to action.
Email 3 - "Still on the fence?" - send 5-12 days after email 2.
The original offer has expired so this is a new incentive. I up the discount from 15% to 20% off.
- Explain that you noticed they didn't take you up on the previous offer and that you really want them back so you're offering a new and better special incentive to get them off the fence. Keep it simple by just increasing the % discount or adding in a free gift.
- Offer expires today at midnight.
- Call to action.
Email 4 - "Letter from our founder" - send about 15 days after email 3.
This is my last ditch effort to win back the customer. This email goes out about 130 days after their last purchase and only if they did not make a purchase from the previous emails in the series. (Remember, if at any point a customer makes a purchase they will not receive the next email in the series.)
This is a personal letter from me, the founder. I explain that I appreciate having them so much as a customer and would love to see them make their next purchase using a secret founder issued discount. I offer them 30% off today only.
I mentioned earlier I may drop this email when I add a second/third series. However, I would include it as the third email in the second or third series.
*** Remember to set up your timing according to your customer buying cycle.
Challenge:
If you don't currently have a Win-Back Campaign implemented I challenge you to set it up today. It's free money in your pocket.
That's it for now.
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