Are your customers at-risk?

You may not think so, but if a group of buyers hasn’t engaged with your brand at all in more than 30 days, they may be. If a customer ignores all your emails, hasn’t visited your site, and hasn’t made another purchase, it’s clearly time to intervene.

As a B2C marketer, it’s your job to keep all of your buyers happy and excited about your newest products. That means keeping them engaged with your brand at all times. You can quantitatively measure that engagement in terms of clicks and opens in emails, website visits, new product orders, and more.

But if you’re seeing no engagement at all, those customers are definitely at-risk. Luckily, there are specific ecommerce marketing strategies that can help improve your chances of engaging at-risk buyers, such as Winback campaigns.

Here are the steps you can take to reach your most at-risk customers and turn them into your most loyal customers.

Track engagement over time

First, you have to actually identify which of your buyers are at-risk. To do that, you have to track all of your customer data and understand exactly when and where buyers interact with your brand. Since unengaged customers have exactly zero engagement with your brand, you have to measure engagement across all possible channels. Zero engagement means zero website visits, no email opens or clicks, and not even a single click on one of your targeted ads online.

This level of deep data collection requires you to be able to accurately identify your customers across channels and unify that data in a single place. If your data is inaccurate or incomplete, you could be sending the wrong message to the wrong buyers. But with the right technology, you can create a specific segment of buyers that are completely unengaged in the past 30 days. Then, you can start the process of marketing to this unengaged group of buyers.

Try a personalized Winback campaign

Now that you’ve carefully segmented out your unengaged buyers, it’s time to send them the right message to win them back. A generic marketing campaign probably won’t entice your buyers to try your products one more time. If a buyer is already unengaged, they’re likely ignoring many of the usual marketing emails you send out. That means you have to shake things up a bit to get their attention with a Winback campaign.

The best Winback campaigns use more dramatic and aggressive offers with enticing subject lines. Send out a personalized campaign based on their past purchasing behavior, along with a coupon to try to drive a new purchase.


Image via Really Good Emails

This Blue Apron offer is a great example of a Winback campaign. It offers a personalized recipe based on past selections along with an impressive 50% off coupon. Ideally, this offer will spark the buyer to give Blue Apron another chance and remind them of how much they enjoy the product itself.  

Use a new channel to reach out

If your customers aren’t responding to your Winback campaign through email, try expanding the campaign across multiple channels. A buyer who gets thousands of emails a day may miss your message, but they may respond to:

Using the data you’ve collected across channels to identify your buyer behavior, you can personalize the campaign no matter the platform. Ideally, you should coordinate the Winback campaign across every channel, building a true omnichannel strategy for your brand. You want this buyer to see your brand everywhere they look, so your company is always top-of-mind. Then, if they’re still interested in buying, they will. If not, it’s officially time to remove them from your list.

Re-engaging at-risk customers can be a time-consuming process, but it can work wonders. Some of your customers may have just forgotten how much they love your brand and are completely willing to come back and buy again. Driving a purchase by previously unengaged customers can be a huge win for your brand. You can quickly drive unthought-of revenue by engaging your at-risk customers in the right way, on the right channels, at the right time.

 

Cara Hogan is the Content Strategist at Zaius, where she focuses on how technology can drive business growth. She is a grammar perfectionist, a data enthusiast, and a rock climber.

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