Win-Back Automation 101
The win-back flow: one of the Six eCommerce Core Email Marketing Pillars. Basically, this sequence is similar in nature to how it sounds. It’s your strategic attempt to win back customers who haven’t made a purchase from you in a certain period of time.
The purpose: Win back past customers to get them to come back and buy from you again.
The strategy: Triggered based on how long ago someone made an initial purchase for a consumable product. Typically, that’s within a 30-day period. However, the window can expand to up to 120 days, depending on how fast the customer consumes your product, how many different products skews you have, what your product offering is, and the likelihood of somebody coming back to make a repeat purchase.
What about one-off purchases?
If you have a product that’s usually a one-time purchase, like a really high-end product that people won’t need to buy again, a win-back campaign probably isn’t going to be worthwhile for your business.
But if you have accessories and additional service offerings that might tie into that product, you can leverage a win-back campaign is to provide product recommendations based on what they previously purchased. It can also remind them what they purchased and that they’re likely to run out soon, encouraging another order to avoid a lapse in product use. Think of it as a gentle, friendly nudge to get them to come back to the site and hit that “Check Out” button again.
It is so much easier to sell to somebody who has already previously purchased from you than it is to try and acquire a new customer. These customers have already been sold on your brand – which is exactly why a win-back flow is so important.