Reactivation campaigns

Reactivation campaigns are a series of emails/messages to bring back inactive subscribers/clients: a reminder of value, 'we missed you', a special occasion/bonus, a 'why did you leave' survey, and a final 'stay or say goodbye' (re-permission). The goal is to bring back part of the audience and clean the base of dead contacts. The work: analyzing the inactive segment, hypotheses about the reasons for leaving, writing the series for the goal and tone. Honestly about 'brings back part, not everyone', this is key: reactivation can bring back PART of those who left — those who simply forgot or got distracted. But many left for real reasons (the product did not fit, the need is gone, found an alternative) — text will not bring them back, and that is normal. Bringing back everyone is impossible. We honestly do not promise a mass return. Honestly about 'the return rate cannot be guaranteed': the share of the reactivated depends on the reason for leaving, how long ago, the product's value and the offer. A specific return rate cannot be guaranteed. We honestly increase the chances with strong text but give no guarantees on numbers. Honestly about 'the reason for leaving matters more than text': if people leave because of the product/service, reactivation will only temporarily bring back part, while the root is in the product. Text will not replace solving the real problem. We will honestly point this out. Honestly about 'respect for those not wanting to return': reactivation includes an honest finale — letting those who do not want easily opt out/say goodbye. Retaining by force (hidden opt-out) is harmful and against the rules. Cleaning the dead base is also useful (improves deliverability). Honestly about 'only opt-in': we write to our legal base, not spam. Honestly about the effect: it gives a strong win-back series bringing back PART of the inactive audience and helping clean the base, but not everyone (many left for real reasons), the return rate is not guaranteed, the reason for leaving matters more than text, with respect for those not wanting to return. Honestly about access: a legal base of the inactive and hypotheses about the reasons are needed. An important boundary: this is reactivation; email copywriting — 316; cart-abandonment — 340; CRM — separate. The base price starts from 8,000 ₽ per series (depends on the number of emails).

• A large part of the base is 'dormant': subscribers/clients are inactive, the value of contacts is lost.
• A misconception that reactivation will bring back everyone who left (many left for real reasons).
• An expectation of a guaranteed return rate (depends on the reason/value/offer).
• Ignoring that the reason for leaving may be in the product, not the absence of emails.

• Analyzing the inactive segment and hypotheses about the reasons for leaving
• Writing a win-back series (value reminder, occasion/bonus, survey, re-permission)
• An honest finale: easy opt-out/goodbye for those not wanting to return
• Cleaning the dead base (improves deliverability) via re-permission
• An honest assessment: is the problem in communication or in the product/value
• Honest boundaries (brings back PART, not everyone; the return rate is not guaranteed; the reason for leaving matters more than text; only opt-in; respect for those not wanting)
• Documentation and handover
• Review with you

• A strong win-back series bringing back part of the inactive audience
• A cleaned base (dead contacts filtered out) and better deliverability
• An honest assessment: what text will bring back and what depends on the product/reason for leaving
• Honest boundaries (not everyone will return; the rate is not guaranteed; respect for those who left)

• We analyze the inactive segment and hypotheses about the reasons for leaving
• We write a win-back series with an honest finale (re-permission)
• We honestly set boundaries (part, not everyone; not a guarantee of a rate) and hand over to you

• Will reactivation bring back all the clients who left?

  No, honestly: reactivation brings back PART — those who simply forgot or got distracted. But many left for real reasons (the product did not fit, the need is gone, found an alternative) — text will not bring them back, and that is normal. Bringing back everyone is impossible. We make a strong series and bring back part but do not promise a mass return.

• What return rate do you guarantee?

  A rate cannot be guaranteed, honestly: the share of the reactivated depends on the reason for leaving, how long ago, the product's value and the offer. We increase the chances with strong text and the right series but do not promise specific return numbers — it depends on factors beyond the text.

• If clients leave because of the product — will reactivation help?

  Only temporarily and partially, honestly: if people leave because of the product/service, reactivation will bring back part for a while, but the root of the problem is in the product, and text will not solve it. We will honestly say if the reason is in the product, and the 'why did you leave' survey in the series will help understand this. It is better to solve the cause than to reactivate endlessly.