The term “win-back campaign” is used to define a campaign (usually centered on email marketing activities) aimed at soliciting all users and customers who have not interacted with the company and the brand for some time (lost users/customers).
Win-back campaigns precisely because of their objective, often, in the eCommerce environment can include the sending of discount codes as well as the preparation of offers and ad hoc promotional initiatives.
As we can imagine, for an effective Win Back Campaign it is important to start with a careful profiling and segmentation strategy of one’s audience.
In this context, in addition to defining the criteria by which to judge users/customers as inactive and lost (time of inactivity, last access to the site, last purchase), it is interesting to be able to further subdivide this cluster, designing for each segment the most effective activities to put in place.
Again, the watchword for a successful campaign is personalisation: whether it is text content, rather than product recommendations, it is important that these are perceived by the user as being created ad hoc based on their specific needs and interests. The more the user feels re-engaged, the more easily they will return to the site and complete new purchases
