Increasing Repeat Purchase Rates: Win Your Lapsed Customers Back AgainMay 23, 2017 - by Kristine Lowery
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.
Tactics for Winback Messaging
Our best practice guide to Increasing Repeat Purchase Rates includes tactics for reactivating online retail customers who have lapsed. One example of a foundational tactic, which we cover in greater detail in the guide, involves using both email and push notifications to create automated messages based on median repeat purchase times.
We also cover more sophisticated strategies, such as personalizing product pages and targeting lapsed customers with Facebook Custom Audiences. That type of messaging should be specific based on how long the customer has been inactive, particularly if he or she doesn’t typically engage with email.
Another sophisticated tactic is incentivizing people to make repeat purchases, which online food retailer Seamless does particularly well. 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.
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.