In an ideal world, your business would be top of mind for customers when they’re ready to purchase something. Unfortunately, the reality of 21st-century economics means that we have to fight for each customer’s attention. And, once we’ve got it, we should do everything we can to keep it.
That’s why reactivation email campaigns are essential to success. Our friends at Omnisend have provided us with 3 great examples of how to make the most of them:
1. Appeal to emotion.
2. Acknowledge the customer’s absence.
3. Put the focus on discounts.
Using these strategies, you can ensure that you’re making the most of every customer’s attention and have them return to your ecommerce store repeatedly.
Why customer reactivation emails are beneficial
Increased brand loyalty
Customer reactivation emails can be a powerful tool for improving brand loyalty. When implemented correctly, they can create a natural affinity between the brand and customer, resulting in increased customer lifetime value (CLV) and helping to negate acquisition costs.
By engaging customers who have become inactive, customer reactivation emails can help to build and maintain customer loyalty. They provide an opportunity to remind customers of the brand’s value, helping to connect with the customer and keep them engaged.
For example, customer reactivation emails can include offers specifically tailored to the customer’s interests. This not only incentivizes them to stay engaged with the brand but also helps to establish a personal connection between the customer and the brand.
By offering personalized offers and discounts, brands can make customers feel valued and appreciated, creating a long-lasting connection and helping to build brand loyalty. Additionally, customer reactivation emails can also be used to provide customers with helpful information, such as tips and advice, helping to establish the brand as a source of valuable content.
Improved understanding of customer behavior
Customer reactivation emails are an excellent way for companies to understand their customer’s behavior better. Brands can gain valuable insights into customers’ preferences by analyzing customer click-through rates, open rates, and other metrics associated with customer reactivation emails. This data can then be used to tailor their marketing strategies and tactics to meet customer expectations better.
Companies can better understand how customers interact with their products and services by tracking customer behaviors. For example, they can track which reactivation emails customers respond to and which they ignore, as well as the most successful offers. This information can then be used to create more effective campaigns, resulting in increased customer engagement.
Companies can also use customer reactivation emails to build relationships with customers. Brands can easily increase customer loyalty and satisfaction by creating personalized content that appeals to their specific needs.
Customer reactivation emails can be an effective tool for improving personalization in marketing efforts. By leveraging data from past customer purchases and interactions, companies can tailor emails to customers’ interests. This data can be used to create more engaging content that is likelier to be clicked on and read, resulting in higher click-through and conversion rates.
For example, if a customer has previously purchased a particular item, they can be sent an email with a discount code or special offer for this item. This shows the customer that the brand remembers their purchase and encourages them to purchase from the brand again. Similarly, if a customer has interacted with the brand’s website or social media pages, they can be sent an email with content related to those topics. This helps keep the customer engaged with the brand and highlights content that interests the individual.
In addition to using data from past purchases and interactions, companies can also use customer reactivation emails to ask customers to update their profile information. This allows companies to gain more customer data and helps them personalize future emails even further. For example, if customers update their profile information to include their age or gender, companies can send more targeted emails with content that appeals to that demographic.
Overall, customer reactivation emails can be an effective tool for improving personalization in marketing efforts. By leveraging data from past customer purchases, interactions, and profile updates, companies can create more engaging and targeted emails that will result in higher click-through and conversion rates.
More cost-effective compared to other marketing campaigns
Reactivation emails provide an easy and affordable way to reach out to customers who may have forgotten about a brand or stopped using a product. They are usually sent at predetermined intervals and offer customers an incentive to return and make a purchase.
Moreover, customer reactivation emails are a great low-cost way to build customer relationships. By creating personalized emails that remind customers of their past experiences with a brand, customers are more likely to engage and make a purchase.
Overall, customer reactivation emails are a cost-effective way to reach out to customers who may have been forgotten or lost. With lower costs, higher conversion rates, and great potential to build customer relationships, customer reactivation emails effectively increase sales and customer loyalty.
Types of Reactivation Emails
Reactivation emails can and should go beyond a simple “come back” email. Here are some of the reactivation emails you can leverage for your store.
Welcome back emails are a great way to re-engage customers and shift attention to their loyalty program. These emails are designed to welcome customers back after inactivity, often displaying their activity history and any rewards they may have earned.
Reward emails remind customers of their rewards and encourage them to return to the loyalty program. This type of email is often used to remind customers of the rewards they’ve earned and to provide them with a sense of accomplishment.
Discount/special offer emails are an effective way to entice customers to return to a loyalty program. These emails can offer customers exclusive discounts and promotions only available to loyalty program members.
Targeted campaign emails are tailored to specific customers based on their interests and purchase history. These emails can encourage customers to return to the loyalty program by offering tailored product recommendations and special offers.
Points balance update emails are a great way to keep customers engaged with the loyalty program. These emails can remind customers of their current points balance and provide them with personalized product recommendations for which they may be interested in redeeming their points.
Double or triple points events emails are an excellent way to drive customer engagement and reward customers for their loyalty. These emails can be used to promote special events where customers can earn double or triple the usual amount of points for their purchases.
Examples of effective reactivation email campaigns
Seeing is believing. Here are some examples of how brands leverage reactivation email campaigns.
Pacifica is a beauty brand that utilizes a members-only early access to their biggest sale of the year. This rewards customers for being loyal by providing them access to exclusive discounts.
Sometimes, customers need a reminder that their points are about to expire. Brochu Walker leverages this by sending their customers an email mentioning that their points will expire soon and when they need to use them by.
Rewards points can be a powerful incentive to keep customers coming back. Lively takes advantage of this by offering a limited-time 2x rewards event.
Best practices for crafting successful reactivation email campaigns
Creating a successful reactivation email campaign requires careful thought and planning. Personalizing your emails is a great way to grab attention and create a unique experience for each customer. Tell them exactly how many points they have so they know how to take advantage of the offer. Additionally, you can recommend products to customers based on their previous behavior or interests to make the message more relevant.
Optimizing your emails for mobile viewing is also important, as most people will access them on their phones or tablets. Incorporating engaging visuals, such as images or videos, is a great way to draw readers in and keep them interested. Make sure to have a clear goal in mind when crafting your messages – what do you want your customers to do? Make sure it’s obvious!
Finally, testing different strategies and tracking the results is crucial to see what works best for your customers. This will help you to improve and optimize your campaigns continually. By following these tips, you’ll be well on your way to creating successful reactivation email campaigns.
Keep your customers loyal with LoyaltyLion
LoyaltyLion is a loyalty and rewards platform for ecommerce stores. With LoyaltyLion, your brand can:
- Reward positive onsite behavior with customizable points and gifts
- Encourage advocacy by rewarding customer referrals via social, email, or links
- Deliver points and rewards through email and on-site notifications
- Customize your loyalty program and tailor how you want it to appear on the page
- Integrate with ESPs, subscription partners, review platforms, and helpdesks