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.
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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:
This segmentation will allow you to tailor your messages and define an effective strategy for each group, addressing their specific motivations and needs.
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:
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.
Reactivation campaigns are often more effective when structured in multiple phases, each with a different focus:
This gradual approach naturally and effectively rekindles customer interest without being intrusive.
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:
Personalization should make the customer feel the message was crafted specifically for them, maximizing the chances of reactivation.
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.
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.
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.
Gamification can be a powerful tool to capture the interest of inactive customers. You can use emails that include a fun dynamic, such as:
These gamified campaigns create a unique, fun experience and can attract customers looking for more than just a standard discount offer.
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.