Email marketing strategies to reactivate inactive customers

In any eCommerce business, there’s a segment of customers who, for various reasons, stop interacting and making purchases. However, these customers represent a great opportunity for reactivation and retention through email marketing strategies designed specifically to capture their attention and bring them back to the buying process.

Below, we explore key strategies to reactivate your inactive customers and strengthen their relationship with your brand.

Segment and understand your inactive customers

The first step in any reactivation strategy is to segment customers according to their level of inactivity and the time elapsed since their last purchase or interaction. Common categories can include:

• Customers who purchased once but did not return.
• Repeat customers who haven’t purchased in the last 3, 6, or 12 months.
• Customers who interacted but never made a purchase.

This segmentation will allow you to tailor your messages and define an effective strategy for each group, addressing their specific motivations and needs.

Offer attractive incentives

A well-designed incentive can be the nudge inactive customers need to return. You can offer exclusive discounts, free shipping, or extra loyalty points on their next purchase. Some effective incentives include:

• “Welcome back” discounts: Offer a special discount, such as 15% off or an extra benefit, exclusively for returning customers.
• Limited-time free shipping: Make their buying decision easier by removing the shipping cost barrier.
• Combo deals or cross-selling offers: Bundle complementary products at an attractive price to motivate a purchase.

These incentives should include a clear and urgent call to action to create a sense of opportunity and prevent customers from putting off their purchase.

Create a multi-phase reactivation email campaign

Reactivation campaigns are often more effective when structured in multiple phases, each with a different focus:

• First email re-connection: Send a friendly message to reconnect, reminding customers of your store’s benefits and their past experience. You can mention previous purchases and remind them why they chose your brand.
• Second email incentive: Send a specific incentive, like a discount or promotion. Highlight the value they’ll get from returning, using an attention-grabbing subject line such as: “We Miss You! Here’s 20% Off Your Next Purchase.”
• Third email urgency: If the customer still hasn’t responded, create urgency by indicating that the offer or incentive is about to expire. This can help turn inactivity into a purchase by giving it priority.

This gradual approach naturally and effectively rekindles customer interest without being intrusive.

Personalization and relevant content

For customers who haven’t interacted for some time, a personal touch can make a big difference. Personalize the email with their name, include product recommendations based on their past purchases, and highlight items or categories they might be interested in.

Additionally, show relevant content, such as:

• New or related products based on their previous purchases.
• Blog articles on topics that might catch their attention.
• Product testimonials and reviews of items they’ve purchased.

Personalization should make the customer feel the message was crafted specifically for them, maximizing the chances of reactivation.

Value-added emails

Offer valuable content that interests the customer, such as usage guides, tutorials, or product recommendations that complement their previous purchases. For instance, if they bought clothing, you could send them tips on how to style their items or care instructions.

Value-added emails help build a relationship of trust and show that you care about the customer’s satisfaction beyond the sale.

Survey emails for feedback

Sometimes, customers stop buying because something about their experience was unsatisfactory. A brief survey email can help you understand their reasons for inactivity.

Consider offering a small incentive, like a discount or loyalty points, to motivate them to share their opinion. The feedback you collect will be very important for refining your strategy and improving the experience of other customers.

Re-engagement with seasonal content or special events

Reactivation campaigns can be even more effective if aligned with special events or high-demand seasons like Black Friday, Christmas, or end-of-season sales.

Attract inactive customers with an email that highlights the benefits of shopping during these dates and emphasizes exclusive offers for returning customers.

Implement gamification strategies

Gamification can be a powerful tool to capture the interest of inactive customers. You can use emails that include a fun dynamic, such as:

• Spin-the-wheel or scratch-off games that offer a small incentive.
• Extra reward points for making a purchase within the next 48 hours.
• Surprise discounts based on the purchase amount.

These gamified campaigns create a unique, fun experience and can attract customers looking for more than just a standard discount offer.

Test different send times and frequency

The timing and frequency of emails can make a difference. Perform A/B testing to identify the times when your inactive customers are most likely to open your emails.

You may find that certain segments respond better on specific days or at certain times.