Winback campaigns are a staple of email marketing programs. Most brands have one, and many even A/B tested a couple of options — something like ‘90 days since last click’ or ‘120 days since last purchase’ — to arrive at a winning job function email database version that has been automated ever since. Unfortunately, most winback campaigns don’t provide much, offering a rather pitiful level of engagement (and conversions).
It’s time to ask more from your winback campaign
One Size Fits None
The problem with most winbacks is that they are ‘one-size -fits-all.’ We draw one line for segmentation – days since engagement or purchase – and broadcast an offer to those shoppers. We’ve been treating disengaged shoppers like they are all the same. They are NOT the same.
Specifically when they disengage is different
it depends on the shopper! Shoppers that visit daily or weekly will not having to repeat yourself several times; fade faster than those that visit less frequently. The point at which each shopper fades depends on when the be numbers shopper breaks their individual cadence of engagement with you.
