Win back customers who went quiet

Someone bought from you, or booked with you, or signed up. Then nothing. They have not complained and they have not unsubscribed. They have just drifted. If you run a store you would say these customers stopped buying. A clinic would say they stopped coming; a SaaS, that they stopped logging in. Same campaign, and below it is called going quiet. These are the cheapest customers you will ever get back. You already paid to find them, and they already trusted you enough to say yes once.

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What “gone quiet” means for you

The number is the whole campaign, and it is different for every business. Get it wrong in the tight direction and you are nagging people who were coming back anyway. Get it wrong the other way and they have already found someone else. If you are not sure, ask:

How long do my customers usually go between visits?

Hamla reads your actual history and answers from that, rather than guessing.

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How this one differs from recovery

Recovery reacts to something that just happened. Win-back does not wait for an event, because the whole point is that nothing is happening. Instead it runs on a schedule, checks who has gone quiet since last time, and reaches them. Two channels, email and push, with a gap between. That means it keeps working as customers age into it. You set it up once, and someone who is fine today but silent in six weeks gets caught then.

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What you need

• A way for Hamla to know when each person last did something. A connected platform, an imported history, or events you send yourself. Any one of the three is enough
• Email, and optionally push
• Customers with some history. A business with no past yet has nobody to win back — start by importing what you already have, or with recovery

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Set it up

Set up a win-back campaign for customers who haven’t been in touch in 60 days

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Make it worth opening

A win-back email that just says “we miss you” gets ignored, because it is about you. Better angles, in rough order of how well they tend to work:

1. Something new since they left — “three things that changed since your last visit”
2. Their thing specifically — the treatment they had, the plan they were on, the dish they ordered, not a generic catalogue
3. A real offer — meaningful enough to act on, not 5%

Ask for the one you want:

Change the win-back to lead with what’s new instead of a discount

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Launch it

Launch the win-back campaign

Confirmation card, your click, live. From then on it checks on its schedule and reaches whoever has gone quiet.

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Check on it

How is the win-back campaign doing?

Judge it on people who came back, not opens. A win-back with a great open rate and nothing behind it reached the right people with the wrong offer. Give it longer than recovery before deciding. Someone quiet for two months may take a couple of weeks to return.

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