The sixth segment includes contacts whose predicted churn date has passed without any further purchases. Without targeted win-back actions, these contacts are unlikely to make another purchase.
Avoid sending them the same communications intended for contacts that are still at risk of churning. Instead, run a limited number of win-back campaigns and evaluate the results to decide whether it is worth continuing to invest in this segment.
A typical approach is to:
- Launch a win-back campaign with a compelling offer that differs from your usual communications.
- Limit your attempts—for example, to two or three communications—to avoid over-contacting unresponsive contacts.
- Exclude contacts who do not re-engage from your regular communication flows.
- Analyze contacts who were not recovered to identify recurring behaviors or common reasons for churn.
Combine this segment with engagement data. Contacts who still open or click your communications may be easier to win back than those who have not interacted for months.