SmartSites Featured In Klaviyo’s Article On Winning Back Fading Customer Relationships

Win-back email automations: how to rekindle fading customer relationships was published on Klaviyo in October 2022. Ashley Ismailovski, Director of Email Marketing at SmartSites, was quoted on the best way to win back fading customers. SmartSites is a highly acclaimed marketing agency based in New Jersey.

Why Win-Back Emails Are Important

Did you know that 82% of businesses are in agreement that acquisition costs more than retention? In every business, you are sure to come across a group of customers who have previously engaged but have stopped doing so for some time. 

Sending win-back emails will help to bring these customers back to the fold and position your brand at the forefront of their minds. This can be particularly true for businesses that sell products with a longer life cycle, such as mattresses and furniture.  

It’s All About the Timing

So, when is the best time to send a win-back email? This depends on the type of product or service you are selling. As mentioned previously, purchases that tend to be viewed as “investments” come with a longer life cycle, and customers may take a longer time to make a purchase decision. However, if your business sells something that needs to be restocked often, such as tea and coffee, you may be working with a shorter time frame.

With 45% of customers who receive a win-back message eventually reading a subsequent message, there are many good reasons you should start planning this campaign in advance. Typically, a customer can be marked as inactive after 3 to 6 months of no engagement. There are exceptions to the rule, however, which you may have to take into account based on what your company specializes in. For instance, a car dealership may not consider a customer inactive if they have failed to engage 6 months after purchasing a new car.

What Are Some Strategies to Win Back Customers?

Now that you know why you should start a win-back email campaign, it’s time to get started. You may be wondering how you can entice customers back, and the first thing to pop into mind may be a discount code. While that may work for a specific group of customers, it may not always be your best bet. 

Some other ways you can entice customers is to offer them an alternative platform where they can purchase your products, such as Amazon. Customers who shop on these platforms frequently may see it as an opportunity to earn points or use existing discount codes they have. You may also want to promote a seasonal campaign that may be of interest to them in your email.

Klaviyo’s article covers some best strategies for drawing a customer back into the fold. According to Ashley, buyers have many reasons for not coming back besides the price of your product or service:

Want to know more? Read Win-back email automations: how to rekindle fading customer relationships today.