How to craft a win-back campaign

How to craft a win-back campaign

Your mailing list is the cornerstone on which email marketing operates. The best way to maximize your conversions and grow a reliable customer base is by maintaining quality mailing lists. The quality of your mailing list is determined by the percentage of active and inactive contacts it has. When a mailing list has a lot of inactive contacts, the quality of list is considered to be poor. This will negatively affect the performance of your campaigns. Your emails may receive spam markings or unsubscribes, and you may not be able to hit your conversion goals.  When your emails receive negative engagement, the reputation of your sender domain and IP address will be affected.
  
Is it the end of a mailing list if its quality is poor? Should you dump the mailing list and start building a new one from scratch? Definitely not. The best way forward is to revive the mailing list by sending a win-back campaign. These are much more cost-efficient when compared to building a new mailing list. Let's assume that you send a win-back campaign to 20,000 inactive contacts. If you're able to win back 5% of them, you'll have revived 1000 contacts. If they make a minimum purchase of $25, you'll receive $25,000 total. Whereas if you delete the mailing list and start growing a new one, you won't be able to claim $25,000 in sales right away.
 
So, will a generic win-back campaign be suitable for all the inactive contacts? The answer is no. Not all inactive contacts are the same. We recommend you group inactive contacts into these groups and craft dedicated campaigns for each:
  1. Contacts who've been inactive for the last three months
  2. Contacts who've been inactive for more than six months
  3. Contacts who've been inactive since the day they signed up
Let's look at a few different types of win-back campaigns you can send.

Tell your contacts that you miss them 

You can often win back contacts who recently became inactive using just a gentle nudge. In this win-back campaign, you need to let your contacts know that you miss catering to their needs. This will not only make your contacts feel valued but also help you build a loyal customer base. In the campaign, after you tell them you miss them, you can inform them about the progress your product/service has made. 

While crafting the campaign, one thing you can do is use images that depict how much you miss your contacts. When listing progress that your product/service has made, keep the content crisp. Also, you need to have CTAs that will take your contacts to your business's latest product/service or those that your contacts are interested in.
 
Here's an example:

Persuade your contacts by offering incentives  

The best way to win back contacts who have been inactive for more than six months is by offering incentives. As a goodwill gesture, you can perhaps offer a 30% to 50% discount on their next purchase, free shipping for the next five orders, free membership for the next three or six months, or maybe charge only 50% for upgrading to a premium plan. While offering these incentives, ensure that you roll them out for the product/service your contacts are interested in.

If you offer incentives for a product/service that your contacts are not interested in, they might not purchase them and you'll miss the chance to win them back. To understand what your contacts are really interested in, you can analyze their purchase history and the links they clicked in your emails. In the win-back campaign, you can also list the benefits of staying on your mailing list.
 
Here's an example:

Request feedback from your contacts  

Here are a few reasons contacts become inactive and never return:
  1. They may not have found what they're looking for
  2. They might not be happy with your product/service
  3. They might've signed up out of curiosity or just to use the free trial period of your product/service
These contacts likely won't engage with emails you send as they will have moved on to a different product/service. Though the chances of winning them back are less, you can ask for feedback to understand what went wrong and why they moved on. You can also roll out discounts for their next purchase. When contacts list their pain points, you can understand what they expected from your business. After analyzing the feedback you receive, you can and make relevant changes to your marketing strategies.
 
Here's an example:

Remove inactive contacts from your mailing list

Often, inactive contacts may not even respond to the feedback campaign that you send, so you can send one last campaign asking if they are interested in staying on the mailing list or if they are ready to unsubscribe. Some contacts will unsubscribe, while many may not engage with this email either. You can remove any contacts who don't respond to this sunset campaign.
 
Here's an example:

Best practices to craft win-back campaigns 

  1. Keep the content crisp.
  2. Don't design images with heavy graphic content. This will increase the email's size, and your email may get clipped.
  3. Use CTAs that are visible and clickable.
  4. Keep the sender name, sender address, domain name, and footer information consistent. It will help contacts recognize your business easily.
  5. If you're sending a campaign after a long time, re-introduce yourself and remind them that they had subscribed to receive emails.

    Redefine the way you work
    with Zoho Workplace

      Zoho DataPrep Personalized Demo

      If you'd like a personalized walk-through of our data preparation tool, please request a demo and we'll be happy to show you how to get the best out of Zoho DataPrep.

      Zoho CRM Training

        Create, share, and deliver

        beautiful slides from anywhere.

        Get Started Now


          Get started with Zoho Sign

          in a few quick steps!

          Download Help Guide





                       
                      Secure your business
                      communication with Zoho Mail


                      Mail on the move with
                      Zoho Mail mobile application

                        Stay on top of your schedule
                        at all times


                        Carry your calendar with you
                        Anytime, anywhere




                                Zoho Sign Resources

                                  Sign, Paperless!

                                  Sign and send business documents on the go!

                                  Get Started Now


                                      Zoho SalesIQ Resources



                                          Zoho TeamInbox Resources



                                                  Zoho DataPrep Resources



                                                    Zoho DataPrep Demo

                                                    Get a personalized demo or POC

                                                    REGISTER NOW


                                                      Design. Discuss. Deliver.

                                                      Create visually engaging stories with Zoho Show.

                                                      Get Started Now











                                                                            • Related Articles

                                                                            • Getting started with email deliverability

                                                                              Identifying the needs and interests of contacts and conceptualizing email campaigns around those are part and parcel of a marketer's daily routine. Sometimes marketers may assume that crafting a compelling campaign alone will help them hit their ...
                                                                            • Eight common practices that affect email deliverability

                                                                              Email deliverability is the ability to land emails in the inbox of your recipients. If your campaign's deliverability takes a hit, it might be due to certain email marketing practices you follow. Let's dive deep and learn about practices that affect ...
                                                                            • Things to do when your email campaign hasn't performed well

                                                                              Sometimes marketers put painstaking effort into conceptualizing an email campaign only to just move on to the next campaign after it is sent. However, does a marketer's role end right after sending the email campaign? The answer is an astounding ...
                                                                            • A five-point checklist for sending an email campaign

                                                                              At Zoho Campaigns, we've built an efficient anti-spam system that validates every aspect of a campaign before sending it. This system won't send a campaign under the following circumstances: When there are issues with the email message When there are ...
                                                                            • Create an email campaign

                                                                              Email marketing is considered the simple and most effective method to reach out your leads and contacts. The best part is that the return on investment (ROI) is much higher than other marketing channels making it as the most affordable way of ...
                                                                            Wherever you are is as good as
                                                                            your workplace

                                                                              Resources

                                                                              Videos

                                                                              Watch comprehensive videos on features and other important topics that will help you master Zoho CRM.



                                                                              eBooks

                                                                              Download free eBooks and access a range of topics to get deeper insight on successfully using Zoho CRM.



                                                                              Webinars

                                                                              Sign up for our webinars and learn the Zoho CRM basics, from customization to sales force automation and more.



                                                                              CRM Tips

                                                                              Make the most of Zoho CRM with these useful tips.



                                                                                Zoho Show Resources