Increasing Repeat Purchase Rates: Win Your Lapsed Customers Back Again

When it comes to customers and email lists, every online retailer has to deal with on-going attrition and inactivity. According to research from Email Monks, emails lists degrade by 25% annually and marketing research firm MarketingSherpa says at any given time 75% of a marketing list is inactive.

What’s an online retailer to do? Reach out to those inactive customers with a winback message to get them back and ultimately increase repeat purchase rates. After all, if they bought once research from SumAll says there’s a 27% chance that a customer will buy again.

Even if you don’t “win” your customer back with your messaging, you may end up with valuable data on why your lost customers are not coming back.

sephora repeat purchase winback email

Online food retailer Seamless offers lapsed customers a $10 coupon to fill out a survey. This strategy achieves two purposes: it brings customers back and gathers data on why they left in the first place, which Seamless uses to improve its customer retention efforts.

Tactics for Winback Messaging

Our best practice guide to Increasing Repeat Purchase Rates includes tactics for reactivating online retail customers who have lapsed. These tactics, available in greater detail in our guide, are described briefly below.

  • Foundational Winback Messaging Tactics
    • Create automated messages based on a median repeat purchase times.
  • Sophisticated Winback Messaging Tactics
    • Trigger a campaign for lapsed customers with incentives based on threshold for making a repeat purchase.
    • Personalize home and product pages with re-engagement promotions and discounts.
    • Implement a reactivation campaign for customers with a low likelihood of making a repeat purchase.
    • Segment customers based on time since their last purchase and retarget them with Facebook custom audiences.

Download your guide today and discover ways to start increasing your repeat purchases and winback rates, as well as best practices for post-purchase messaging, personalization and more.

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