The fourth segment includes contacts whose behavior is typical of occasional customers or customers at risk of churning, even though their predicted churn date is still some time away.
Their behavior suggests they may be disengaging, but there is still time to understand what could encourage them to make another purchase. This is the segment where a well-designed retention journey can deliver the best results.
You can combine several actions, such as:
- A nurturing sequence with progressively stronger incentives.
- A survey to collect feedback and understand the reasons behind the decline.
- Reminders about categories they have purchased from in the past.
- Restock, refill, or relevant new product offers.
- Personalized communications without financial incentives.
Tip
Use an A/B test with a control group to find out whether the progressive incentive actually reactivates customers. Send the incentive to part of the segment and a message without it to the control group, then compare repurchase rates. This shows you whether the discount is necessary or whether a personalized message is enough.
Use an A/B test with a control group to find out whether the progressive incentive actually reactivates customers. Send the incentive to part of the segment and a message without it to the control group, then compare repurchase rates. This shows you whether the discount is necessary or whether a personalized message is enough.
Tip
You can collect feedback without a dedicated campaign: add the survey to your editorial calendar messages using a block with visibility rules, so only at-risk customers see it.
You can collect feedback without a dedicated campaign: add the survey to your editorial calendar messages using a block with visibility rules, so only at-risk customers see it.