What Is a Reactivation Campaign and How You Can Implement One (With Examples)

What Is a Reactivation Campaign and How You Can Implement One (With Examples)
How to build reactivation campaigns that win.

Just because you’ve lost a customer doesn’t mean they’re gone forever. There are specific strategies you can use to win back customers who have already churned.

That’s where reactivation campaigns come into play. They’re too easily overlooked by marketing and retention teams, but can increase revenue seemingly overnight.

Let’s talk about what a reactivation campaign is, the process of implementing one, and close by looking at examples of standout reactivation campaigns.

What is a reactivation campaign?

A reactivation campaign is a messaging initiative designed to win back customers who have cancelled, disengaged, or stopped using your subscription or SaaS product. It’s a proactive approach to address they they churned, rekindle interest, and bring inactive users back into the fold. by reminding them of their value. The key to a successful reactivation campaign lies in identifying and understanding the reasons behind customer disengagement and cancellation.

Why do reactivation campaigns matter?

Customer acquisition can be costly, which makes customer retention a more cost-effective strategy for sustainable growth. Reactivation campaigns capitalize on the initial investment made in acquiring customers who have since churned. By targeting inactive users, you have the chance to revive their interest, prevent churn, and potentially turn them into loyal, long-term customers.

An effective reactivation campaign can mean the difference between re-engaging a previous customer (and maybe even keeping them long-term) and losing any chance of them purchasing from your company again. And the statistics back up the importance of reactivation campaigns. Research has shown that 45% of customers who receive a reactivation campaign will open subsequent emails from your company.

How can you implement an effective reactivation campaign?

Use segmentation and targeting

The first step in any successful reactivation campaign is identifying the right audience. Not all inactive users are created equal, and understanding the specific reasons for behind their churn is crucial. That’s why you should start by segmenting your inactive users based on their usage patterns, interactions, and feedback.

For example, if a user stopped using your SaaS tool after the trial period, you might want to offer them an extended trial or a discount to encourage them to return. On the other hand, if a customer churned due to dissatisfaction with a specific feature, addressing that concern in your reactivation message can be highly effective.

Make it personal

Once you've segmented your audience, it’s time to craft personalized messages tailored to each group's specific needs and concerns. Generic, one-size-fits-all messages are unlikely to resonate with users who have churned. Instead, you should try to use data-driven insights to create targeted, compelling, personalized messages.

For instance, if a user left because they found the product too complex, your reactivation message could highlight recent updates that simplify the user experience. On the other hand, if a customer cited budget constraints as the reason for leaving, offering a limited-time discount or a more cost-effective subscription plan might reignite their interest.

Leverage a multi-channel approach

Reaching out to your inactive users through various channels can help maximize the chances that your reactivation campaign will be a success. You can utilize email, in-app notifications, and even social media to ensure your message doesn’t go unnoticed. A well-coordinated, multi-channel approach reinforces the importance of your reactivation campaign and increases the likelihood of reaching your audience where they are most active.

Consider a situation where a user initially signed up for your SaaS product through a mobile app but has since stopped using it. Sending a push notification or an in-app message may be more effective than relying solely on email, as it directly engages them within a platform they’re already familiar with.

Provide incentives and offers

This is where your research and segmentation from earlier really comes in handy. When you have a detailed understanding of why your customer churned, it makes it easier to provide targeted, personalized incentives and offers. When you sweeten the deal for returning customers with discounts, you increase the chances that your reactivation campaign will stand out and that coming back to your product becomes an enticing idea for lapsed customers. 

What are some examples of great reactivation campaigns?

There are many different types of emails that can go into a reactivation campaign. To help give you a better idea of what a successful reactivation campaign actually looks like and some different strategies and email types you can consider, we’ve rounded up some examples.

Discount code or offer

As we mentioned earlier, including a targeted offer can be a great way to bring churned customers back into the fold. Reactivation emails like the ones below are great examples of using a discount code or offer to provide an incentive for a customer to log back in and potentially become an active customer again.

Event invite

Another great way to interest churned customers is by inviting them to attend an exclusive event or summit (live or virtual). You can use the event itself to promote new features and provide educational information that could give attendees the push they need to re-subscribe. 

Expiration reminder

If you offer points or credits to your subscribers, then these types of emails can be a great way to establish a sense of urgency and re-engage users. 

Use personal details

Like we said before, it’s vital to make your reactivation campaigns personal to the user. The email below is a fantastic example of using personal, customized details based on the users behaviors and preferences. 

Are you using reactivation campaigns to reduce your overall churn?

By understanding your audience and their pain points, you can craft effective reactivation campaigns that re-engage inactive users and reduce your churn rates (even after you’ve already lost customers).

And if you're interested in reactivation campaigns, Churnkey can automate those for you. Check out what we offer, or have a chat with us.