{"id":1089,"date":"2025-05-02T20:22:21","date_gmt":"2025-05-02T20:22:21","guid":{"rendered":"http:\/\/www.whatcounts.com\/?p=1089"},"modified":"2025-07-22T13:51:57","modified_gmt":"2025-07-22T13:51:57","slug":"lifecycle-marketing-deep-dive-win-back-campaigns","status":"publish","type":"post","link":"https:\/\/www.whatcounts.com\/?p=1089","title":{"rendered":"Lifecycle Marketing Deep Dive: Win Back Campaigns"},"content":{"rendered":"\t\t
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Lifecycle marketing deep dive: win back campaigns\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Email marketing databases naturally degrade at a rate of about\u00a022.5% a year<\/a>. While the answer to the problem seems like it would be finding more customers, that\u2019s only half the answer.\u00a0 New customers are expensive, costing\u00a04-10x more<\/a>\u00a0than retaining an existing customer. While any viable business will need to attract new customers, they should also focus on keeping existing customers coming back again and again. A win back campaign is a fantastic way to help re-engage wayward customers and subscribers who may have fallen off the map. A recent study by\u00a0ReturnPath<\/a>\u00a0showed that 45% of win back recipients who read the first email, read a subsequent email. Moreover, 75% of re-engaged subscribers read a subsequent email (other than the first win back) within 89 days; 25% were still reading emails 300 days later.\u00a0<\/p>

Bottom line: retaining customers is a smart business decision and win back campaigns will help you achieve that. Here are the 5 things you should keep in mind when creating\u00a0 a win back campaign.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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5 Tips for Creating a Win Back Campaign<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1. Keep it Simple <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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It\u2019s common to receive emails that have clickable links all over the place\u2014this can be confusing and lead to a tough user experience. Since you\u2019re dealing with customers or subscribers who you haven\u2019t seen in a while, make sure that your \u201cask\u201d of them is extremely clear. You\u2019ll want to make sure your message is to the point and keep the options to a minimum. Ideally, strive for one call to action in each email. When planning out your win back campaign think about what steps you want your subscribers to take. Perhaps your first step is simply asking them to say \u201cyes, I\u2019m still interested in getting your emails,\u201d if that\u2019s the case build your first email around that \u201cask.\u201d Map out all of the actions you want taken and you\u2019ll have a clear map of the win back campaign you\u2019re about to build.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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2. Timing is Key <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Before you start firing off win back emails at the first sign of trouble, make sure that you\u2019ve done your due diligence and understand your buying cycles, churn rates, etc. Once you have that information, you can make an informed decision on when to trigger your win back campaign. Standard triggers include\u00a0no email engagement over a set period of time<\/i>\u00a0and\u00a0no purchases in a set period of time<\/i>.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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3. Double Check Your List <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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List attrition can wreak havoc on your mailing list. Before sending a win back campaign to your dis-engaged list, think about using an Email Change of Address (ECOA) Service to make sure you have up to date information. Once that\u2019s done, take your updated list and segment based on new email addresses received from the ECOA and put them into a warm up campaign. Run the remainder of the list through your win back campaign. Note: if people put into the warm up campaign still don\u2019t respond, you can push them over to the win back campaign.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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4. Provide Solutions <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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If, by the third email, people aren\u2019t responding, it may be worth reminding your subscribers that they can update their preferences at any time. For any of your subscribers who still haven\u2019t interacted with your brand during the win-back campaign, carve out a separate email that includes information on how to update preferences.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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5. A\/B Test Your Offers <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Not every customer and subscriber is the same. Different people will react to different types of incentives and offers. Take the time to A\/B test your win-back offers. Over time you\u2019ll figure out what really works for the majority of your customer base and what falls flat. While you\u2019re at it, make sure to A\/B test your subject lines\u2006\u2014we want eyeballs on the actual email, not just on your name in the email inbox.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Happy Customers, Happy Business<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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At the end of the day the job of marketing is not only to bring in new customers and subscribers, but retain existing ones. While email marketers will always have to contend with natural database degradation, you can do your part to save customers with a well-timed, relevant win back campaign. To learn more about win back campaigns or to see how we can help, just\u00a0reach out<\/a>.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Lifecycle marketing deep dive: win back campaigns Email marketing databases naturally degrade at a rate of about\u00a022.5% a year. While […]<\/p>\n","protected":false},"author":1,"featured_media":1091,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1089","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"\nLifecycle Marketing Deep Dive: Win Back Campaigns - Whatcounts<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.whatcounts.com\/?p=1089\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lifecycle Marketing Deep Dive: Win Back Campaigns - Whatcounts\" \/>\n<meta property=\"og:description\" content=\"Lifecycle marketing deep dive: win back campaigns Email marketing databases naturally degrade at a rate of about\u00a022.5% a year. 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