Setting up a Win Back Automator
The Win Back Automator automatically targets previous customers who have not made a purchase recently. You can customize the parameters of the campaign to suit your customer profile and re-engage the target audience with a specially crafted offer.
If you've purchased the Predicted Customer Value module, you'll be presented with 2 options when creating a new Win Back campaign: Standard and Predictive. A Standard campaign utilizes historical customer data and triggers off of the customer's last purchase or the next purchase date. This type is ideal for reaching out to customers who have not made a purchase in a long time, which could be many customers.
A Predictive campaign is data science-driven and looks across all customers, and triggers off their predicted probability of churn i.e. the probability that the customer will not make any more purchases in the future. This type is ideal for when you want to target customers where their predicted probability of churn has passed a certain limit (you can configure this percentage when you create the campaign).
Select your preferred option in order to create a new Win Back campaign.
1 - Assign Recipients
The default recipients for a standard Win Back automator are all buyers that are not in the top 25% of customers who have most recently made an order. The default recipients for a predictive Win Back automator are all buyers. If you choose to segment your audience, be sure to set up additional automators so that all your buyers are covered.
You can customize the audience for your Win Back campaign by clicking the select menu next to “Send this Campaign to” and selecting the option Custom Segment. Use the segment builder to create conditions to narrow your audience. (Read more about how to use the WhatCounts Segment Builder.)
2 - Build & Schedule Emails
For a Standard Win Back campaign, select the trigger you wish to use: customer's last purchase or customer's next purchase date. For a Predictive Win Back campaign, the default trigger is the customer's predicted probability of churn is greater than 50%. You can adjust the percentage value for the probability to meet your needs.
Fill in your campaign’s From Address and From Name. You must use a From Address that has been validated by your email service provider in order for emails, including test emails, to successfully send.
Write the subject line for your emails and schedule when you would like customers to receive them. The default times are set to 4, 8, and 12 months after last purchase, which is based on standard email marketing best practices. You can also add additional emails to your campaign on this page by clicking the Add an Email link.
Select and customize a template for each email in your series. Additional emails will inherit styles from Email 1, but they can also be customized as needed. Read more about customizing email templates in WHatCounts.
We recommend using the Smart Send option so that customers receive emails at the same time of day they made a purchase. If you prefer to send at a specific time, use the Email Optimization page in the Insights section of WhatCounts to determine best sending times.
3 - Review Emails
Review your email content and send conditions one last time. Send test emails to yourself or other stakeholders. Choose whether or not you want want to sync the Campaign's audience to a Facebook Custom Audience. When you are ready to activate the campaign, click the “Activate Your Automator” button. Otherwise, click the “I don’t want to activate this automator yet” link to return to the Campaigns page.
Answers to common Win Back questions
Question: Why would I set different automators for 1x, 2x, and 3x buyers?
Answer: Engage customers based on where they are in their customer lifecycle. Someone who has purchased 1 or 2 times could benefit from a quick reminder of who you are and why you’re great. Someone who has purchased 3 or more times is a loyal customer; communicate with them like a long lost friend and let them know how excited you’d be to see them again.
Qusestion: How can I customize a Win Back series to be more effective?
Answer: Product-based campaigns are a great way to reach out to past customers. For example, select a top-selling product and remind previous purchasers about other items that go well with it or items they may need to care for their purchase. Alternatively, you could identify the products typically purchased by your best customers and promote those to your Win Back audience.