While marketers often put the majority of their focus on getting consumers engaged with their products or services, they sometimes neglect win-back strategies if a potential customer walks away from a sale. Take a new approach to your digital marketing by considering those who left the purchase as potential customers still.
Marketing to your customers and target audience takes investment in time, research, and energy, and it can be deeply frustrating to see those efforts go to waste. There are win-back strategies to bring back your lost customers and increase your revenue. Try these six proven customer win-back strategies to avoid ever losing a customer again.
Learning about a Customer Win-Back Strategy
Win-back strategies are calculated marketing plans that attract daily active users, otherwise known as DAUs, back on your website and considering your products or services. Keeping customers as active users is critical to business success as, even if they don’t make the sale themselves, they promote your business or brand to their network, bringing more potential sales in.
Keeping your DAUs also keeps your churn rate low, which simply refers to the number of users who have left your website or app for a given time period. The number of new users in comparison to your churn rate has to be higher to ensure success.
An HBR report confirmed that gaining new customers costs 25 times more than retaining a current customer. If you are able to reengage a non-active customer, you have the potential to save money and time. With a range of win-back strategies available, investing time into these processes will save you money in the long run.
The Best Customer Win-Back Strategies
Once you have established why a customer has avoided using your website or app, you can employ a strategy to entice them back to your brand. This can recapture the attention of inactive customers and see them re-engage with your offers, bringing in sales for your business. Here are six of our proven win-back strategies:
1. Be Selective and Specific as Well as Personal
Selecting customers that you are going to invest in pursuing is crucial to ensure that you don’t waste any time. By looking into your site’s customer success platform data, you will be able to see who is worth pursuing and what churned customers should remain dormant.
If a user hasn’t gone beyond the 20 to 25% utilisation rate or the data confirms that they have had a low product feature adoption, then you probably won’t be able to win them back. Equally, if they have made complaints or taken issue with your product or service, chances are they won’t be returning as a customer.
Assessing this data ensures that you invest your time in customers that you can win back. Take for instance that a customer has a high utilisation rate or feature adoption, you know that they can be easily engaged again and you have invested your time wisely.
Another method that encourages a customer to come back as an active user is to use personalisation. Customers want to have a voice and feel seen. Using email marketing with personalised techniques, like addressing them by name in the email body and subject line can make them feel valued.
This encourages the customer to return to the site, reverting them to quick purchases. Ensuring your site has multiple communication channels is also key to encouraging a customer to continue engaging with your platform.
2. Email and Push Notifications
While considering personalised emails, it is important to think about email campaigns as a means of a win-back strategy. Being specific with the message content is crucial as well, as it can be tailored towards certain audiences or segments to yield better results. Customers appreciate this technique as it ensures them that you are still interested in them.
Technology has come on leaps and bounds, and now push notifications can be enabled for browsers and phones. This means that you can have developers enable push notifications for customers that have custom messages within them that could incorporate content that had been received from previous purchases.
Push notifications give you the ability to gift your audience with an offer or discount code, encouraging them to your site again to make a purchase and thus retaining their business.
3. Using Social Media
Social media provides a great tool for engaging with prospects and your current customers. Using your social platforms to engage in conversation with your customers is a great way of winning back customers.
This can be done through posting blogs, videos, and other social posts for customers to react with. From here, you are able to chat with them, answer inquiries, and find out more about what they enjoy and what they don’t like.
This type of engagement also helps improve customer experience as you can garner what needs to be done to retain a particular customer or segment and employ it in the future.
4. Abandoned Cart Recovery
Another great method of retention is employing abandoned cart recovery. This can be toggled on the backend of your website and is used to automatically remind customers who add products to their cart and leave without purchasing their orders, to return to make those purchases.
Done around 24 hours after the cart or checkout is abandoned, sending these out refreshes the buyer’s memory and can persuade them to revert and make their purchase. Every CMS has a different method of setting their abandoned cart recovery up, so make sure that you read the FAQ before enabling it. Of course, you need to ensure that you can meet demand if you do manage to bring would-be buyers back to abandoned carts, which means keeping track of your inventory. This applies in lots of different industries, from e-commerce to brewing. In fact, there are good examples of brewers that have reaped the benefits of an easy-to-use platform like Ollie when it comes to inventory tracking, leading to improved sales.
5. Acknowledge Your Audience
We’ve mentioned previously that your audience just wants to be seen and one way of doing this is actively listening to their grievances and concerns. Letting customers talk about their issues or apprehensions with buying from you can help them see that you are willing to solve their problems.
This tactic is a great way to revert customers as they see a company willing to go above and beyond for their customer.
6. Feedback on Your Site
Everything can be improved and having a space on your site dedicated to customer feedback ensures that you have access to relevant insights and suggestions made by users that could transform your user experience, increasing your sales along with it.
It is important to harness that feedback as well and not act on suggestions given to you by the customer. This shows customers that you are willing to change aspects of your business practices to ensure a smoother experience for them and demonstrates that you do care.
Re-Engage Your Audience
No one wants to lose customers and while a single customer isn’t a huge loss to your revenue, it demonstrates that there is room for improvement on your site or processes. Cultivating and nurturing your customer relationships are critical for win-back strategies and can help you revert client’s who had once dropped away.
For a successful business you not only have to gain new customers and clients but you also have to retain them by utilising data and using personalised win-back strategies. Setting out marketing strategies can be complex and if you need a hand with implementing one, get in touch with ProfileTree today.