6 easy automation strategies to reactivate customers
3 Minute Read
Reactivating disengaged customers presents a major growth opportunity for retailers. With the right lifecycle automation strategies, you can re-ignite customer relationships and inspire lasting brand loyalty.
The goal is to reignite interest and recapture the attention of customers who are showing little-to-no engagement with your brand. When you understand customers as individuals, sales become easier and affinity grows. Lifecycle automation is the key to retention, referrals, and organic revenue growth over time.
We’ve compiled 6 proven lifecycle automation strategies into an actionable ebook designed to reactivate each customer. From seasonal campaigns to targeted win-back offers, read on for actionable tips to recapture attention and drive repeat purchases.
1. Remind customers to buy again
Similar to a replenishment campaign, this doesn’t require a product to be a consumable (e.g., food, cosmetics). Instead, you can suggest a customer repurchase a product based on numerous factors. For instance, if they bought one chair, you could suggest they buy another to complete a set. Repurchase reminders demonstrate you understand their tastes and nudge repeat buys.
2. Nudge customers to complete the set
Emails with personalized product recommendations have higher click-to-open rates versus generic messaging. Include a “complete the set” call-to-action with product recommendations that complement a previous purchase. For example, furnishings that match a customer’s new sofa, or winter accessories to go with their latest jacket purchase. Matching items keep customers engaged after initial purchases and inspires return visits.
3. Re-engage customers with exclusive offers
Re-engage customers who are lapsing— meaning they haven’t clicked or made a purchase over a predefined period of time. This could include a special offer, a contest to spark their interest, a loyalty rewards balance, or an exclusive experience to make them engage again. Limited-time exclusives add urgency to take action. Special deals and contests help re-engage subscribers who haven’t interacted with your brand in a while. Tailor the offers to customers’ interests based on past behaviors.
4. Send timely replenishment reminders
Triggered replenishment campaigns can earn some of the highest engagement. The key is sending timely reminders when a previously purchased consumable item is likely running low. Follow up based on past purchase history and product usage data. You can also use replenishment touchpoints to upsell the next purchase or provide complementary product recommendations. The reminders demonstrate you understand the customer’s needs and offer convenient re-ordering.
5. Deliver seasonal relevance
As seasons change, so do your customers’ needs and wants. Personalize product recommendations and offers based on the season, past purchases, customer location, and weather patterns. For example, promote warm weather apparel as temperatures rise in your customer’s geographic areas. Localized, seasonal relevance boosts interest and conversion.
6. Win back lost customers
Aimed at subscribers who are “lost” and are no longer considered active. There are several approaches including preference updates, a compelling offer, or something outside the box. Protect your deliverability reputation by automatically including a small portion of lost users back into daily send segments. Win-back outreach demonstrates your commitment to ongoing relationships beyond initial purchases.
With the right lifecycle automation strategies, you can reactivate customer relationships and inspire lasting loyalty. Download the full ebook for expanded tips, real brand examples, and stats on each customer reactivation technique. Investing in lifecycle automation now will pay through through retention, referrals, and repeat purchases. Read more about how to activate and convert customers.
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