It works best on customers who are slipping rather than gone: regulars past their usual reorder date respond far better than people who last bought a year ago. Lead with what is new or what they liked, before reaching for a discount.
Measure win-back on profit, not just orders: a deep discount that wins back customers who would have returned anyway destroys margin.
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Related terms
- Customer segmentationCustomer segmentation is grouping customers by behaviour, such as how recently and…
- Churn rateChurn rate is the share of customers who stop buying in a period; for…
- RFM analysisRFM analysis scores customers on recency, frequency and monetary value: how…
Part of the growth marketing glossary by Shiva Sharma.