Win-back campaigns

Win-back campaigns are campaigns to bring back departed/long-inactive clients: segmentation of the departed by reasons/recency/value, a win-back email chain (we miss you/what's new, a return special offer, a departure reasons survey, a final email), careful sending with complaint control, return analytics. The work: segmentation, chain, offer, risk control. Honestly about 'it brings back part, not all', this is key: win-back brings back to purchases/activity part of the departed (usually a small share) — bringing back everyone is impossible, and this is normal. 'We will bring back everyone who left' = a lie. Honestly about 'the departure cause must be solved', this is critical: if a client left due to a real problem (a bad product/service, a high price, a competitor), an email with a discount will not bring them back for long — the cause must be eliminated, otherwise they will leave again. A reasons survey helps understand what to fix. Honestly about 'a risk to deliverability': mailing to the long-inactive increases complaints/bounces; we do it carefully, by segments, clean out the definitively dead. Honestly about 'an offer ≠ a guarantee of return': even a good offer does not guarantee a return if there is no value. Honestly about 'opens/clicks ≠ a sale': returned attention does not equal a purchase. Honestly about 'only a legal base': we bring back your clients (with consent), not revive a bought one. Honestly about the effect: it launches win-back campaigns (segmentation, chain, offer, control) to bring back part of the departed and understand the causes, but bringing back everyone is impossible; the departure cause must be solved (an email will not replace fixing the product); a risk to deliverability (carefully); an offer ≠ a guarantee; only a legal base. Honestly about access: a legal base of the departed/history, an ESP, a return offer are needed. An important boundary: this is win-back (departed clients); reactivation of dormant subscribers — 545; VIP/loyalty (active valuable) — 548; triggers — 546. The base price starts from 18,000 ₽ for a win-back campaign.

• Clients left/stopped buying, no systematic return.
• A misconception that win-back will bring back everyone who left.
• Ignoring the real departure cause (an email with a discount will not bring them back for long).
• Mailing to the long-inactive head-on (complaints/deliverability); an attempt to bring back a bought base.

• Segmentation of the departed by reasons/recency/value
• A win-back chain (what's new, a return offer, a reasons survey, a final email)
• Careful sending with complaint control, cleaning out the definitively dead
• Return analytics and collecting departure reasons (what to fix)
• An honest assessment: what share can realistically be returned and what requires solving the cause
• Honest boundaries (brings back part, not all; the departure cause must be solved; a deliverability risk; an offer ≠ a guarantee; opens/clicks ≠ a sale; only a legal base)
• Documentation and handover
• Review with you

• Conducted win-back campaigns: part of the departed returned
• An understanding of the departure causes (what to fix) and base healing
• An honest assessment: what was returned and what requires solving the cause/product
• Honest boundaries (not everyone can be returned; the cause must be solved; an offer ≠ a guarantee of return)

• We segment the departed, build a win-back chain and offer
• We send carefully, collect departure reasons, clean out the dead
• We honestly set boundaries (we will return part; solve the cause; opens/clicks ≠ a sale) and report

• Will win-back bring back all departed clients?

  No, honestly: win-back brings back part of the departed (usually a small share) — bringing back everyone is impossible, and this is normal. 'We will bring back everyone' is a deception. We honestly bring back part of the engageable and help understand the departure reasons of the rest.

• Will a discount bring a client back?

  Not always and not for long, honestly: if a client left due to a real problem (product/service/price/a competitor), an email with a discount will not bring them back for long — the cause must be solved, otherwise they will leave again. A reasons survey helps understand what to fix. An offer increases the chance but does not guarantee a return.

• Can win-back be sent to the whole old base at once?

  Risky, honestly: mailing to the long-inactive increases complaints and bounces, which hits deliverability. We do it carefully, by segments, with complaint control, and clean out the definitively dead. And we bring back only your clients with consent, not a bought base.