Win-Back Campaign for Churned E-commerce Customers
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Why does this churn problem matter?
E-commerce brands lose 60-70% of first-time buyers. Most never attempt to win them back with personalized offers.
How do we solve it?
Create a 3-email win-back sequence triggered 30/60/90 days after last purchase. Use browsing data, cart abandonment, and purchase history to personalize offers.
How do you implement it step by step?
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1
Segment churned customers by purchase history (1x buyer, repeat buyer, high-value)
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2
Create email sequence with increasing discounts: 30 days (10% off + product recommendations), 60 days (20% off + free shipping), 90 days (25% off + limited time)
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3
Personalize with "We miss you" copy and items they viewed or abandoned
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4
Set up SMS for high-value churned customers
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5
Track win-back rate and LTV of reactivated customers
What outcome should you expect?
Win back 8-15% of churned customers, $40-80 average order value
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Written by Mark Ashworth
Founder of ChurnTools. I spend my time studying how SaaS companies lose customers and building tools to help them stop. I've documented 80+ retention experiments and run the Churn Health Check diagnostic.
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