The win-back strategy helps you recover customers who have already passed their predicted churn date and have not shown any new purchase signals. For these contacts, in the Lost segment, you can activate targeted communications and relevant incentives while limiting the number of attempts.
The goal is not to contact every customer in the same way, but to focus your investment on contacts who still have a real chance of reactivating. Analysing contacts who do not return also helps you improve offers, messages and churn prevention journeys.
Win-back campaign with a strong offer
Send a win-back communication to contacts who do not make a purchase after their predicted churn date. Offer a significant and personalised incentive, such as a discount, an exclusive benefit or a limited-time offer.
Adapt the offer to the customer’s purchase history and value. You can also adjust the channel and frequency of communications based on engagement: a contact who still opens emails can be reached differently from one who has not interacted for some time.
How to apply it in magnews
Create a recurring automation flow with an audience of contacts who have passed their predicted churn date. Send an offer through a channel the contact still engages with and check which offer drives more reactivations.
If you use A/B testing, compare different messages, incentives or channels. Limit the number of offers sent to each contact to prevent financial incentives from becoming the only conversion driver.
Tip
A few ways to make your win-back campaign more effective:
- Choose the channel based on engagement. For contacts who still open your emails, stick with email. For everyone else, use SMS, WhatsApp, or push notifications.
- Give the offer a short deadline, 48 hours at most. The ideal duration depends on the type of product.
- Send a reminder a few hours before the offer expires. For reminders, use immediate channels such as SMS.
- Use an emotional tone, such as "We miss you", and leverage urgency and exclusivity, such as "An offer just for you".
- Take advantage of high-impact campaigns too, such as holidays, Black Friday, or seasonal sales. Add a block with visibility rules and show a dedicated message to contacts in the Lost segment.
Limit win-back attempts
Not every lost contact can be recovered. Define a maximum number of attempts and a sustainable frequency to avoid repeatedly contacting people who show no sign of interest.
After the planned attempts, exclude contacts who have not reactivated from win-back campaigns for a defined period or permanently. This reduces commercial pressure and protects the quality of the channel.
How to apply it in magnews
Use a contact field to track the number of win-back attempts. In the automation flow, exclude contacts who have reached the defined limit and add them to an audience excluded from subsequent win-back campaigns.
Also consider engagement data: you can reserve further attempts for contacts who still open or click, even if they have not made a purchase yet.
Before excluding high-value customers, consider a more direct channel, such as a phone call or a personal message from your customer service team. To identify them, use magnews RFM Analysis. A human touch can win back customers who no longer respond to automated messages. To organize these follow-ups, add the Send private message node to your workflow. It sends an email to an address other than the contact's, such as your customer service inbox, telling your team who to contact and when.
Analyse contacts who do not return
Analyse contacts who do not reactivate to identify recurring behaviours and characteristics. You can compare data such as purchase history, customer value, purchased products, engagement and response to offers.
This analysis helps you identify groups of contacts with similar needs or reasons for leaving. You can use the results to create new audiences, review messages and incentives, or identify contacts who should not be contacted further.
How to apply it in magnews
Export engagement data and compare the results of your win-back automation flows. In the automation flow, record not only reactivations but also outcomes that are useful for analysis, such as no opens, no clicks or no purchases after an offer.
Use this information to update audiences, improve win-back campaigns and intervene earlier on contacts who show similar churn signals.