Setting up a proper winback flow for your segmentations involves targeting customers who haven’t engaged with your brand for a certain period. Here’s a step-by-step guide tailored to your email marketing focus, especially for e-commerce clients:
1. Identify Segments for Winback
- Lapsed Customers: Customers who haven’t purchased or interacted with your brand in 60, 90, or 120 days.
- High-Value Customers: Customers who previously made high-value purchases but haven’t returned in a while.
- One-Time Purchasers: Customers who purchased only once and never returned.
2. Define the Goals
- Re-engagement: Encourage customers to return and make a purchase.
- Feedback: Understand why they stopped engaging with your brand.
- Customer Retention: Build loyalty through special offers or personalized experiences.
3. Craft Engaging Content
- Subject Line: Make it compelling to increase open rates. Examples:
- “We Miss You! Here’s 20% Off Your Next Purchase.”
- “Come Back and Enjoy an Exclusive Offer!”
- Personalized Message: Use their name and reference past purchases or interactions.
- Special Offer: Provide an incentive like a discount, free shipping, or a gift with the next purchase.
- Feedback Request: Ask them why they haven’t returned and how you can improve.
4. Timing and Frequency
- First Email: Send an initial reminder 60 days after their last purchase or interaction.
- Follow-Up Email: If there’s no response, send a follow-up in 7-10 days with a stronger offer or a different incentive.
- Final Email: Send a last attempt email, perhaps with a survey or a “last chance” offer.
5. Automation Setup
- Trigger-Based Flow: Use your email platform (e.g., Klaviyo, Mailchimp) to set up automation based on customer inactivity.
- Conditional Logic: Segment your audience based on their behavior after each email—openers, clickers, and non-responders.
- Dynamic Content: Personalize emails based on customer segments and past interactions.
6. Monitor and Optimize
- Analyze Open and Click Rates: See which subject lines and offers are most effective.
- A/B Testing: Experiment with different subject lines, email content, and offers.
- Refine Segmentation: Adjust your segments based on customer response to improve effectiveness.
7. Re-engagement or Removal
- Re-engaged Customers: Move them back into regular marketing flows or special segments.
- Non-Responders: After several attempts, consider moving them to a low-priority segment or even removing them from your active list to maintain list health.
This approach will help you craft a winback flow that is strategic and personalized, increasing your chances of re-engaging lapsed customers and boosting your e-commerce clients’ revenue.