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On average, it is five times more expensive to recruit a new customer than it is to retain existing customers and encourage repeat orders. With a view to customer retention and lifetime value, it is wise to let the winback flow become part of your marketing strategy.
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As you may have read earlier on our website, it is extremely important to invest in existing customers.
A winback flow is a series of emails sent to customers who have previously made purchases in your online store but have not interacted for a certain period of time.
The best way to convince customers is to offer them a discount in the first email. The second email should show the urgency of the first email: the discount code is about to expire! In the third email, you can offer a higher discount, or articulate the first discount again.
The great thing about the flow is that it is automated, so you don't have to go back to expensive ads to make existing customers active again. This ensures that you ultimately save a lot of costs on ads.
Simply put: if you don't send winback emails, you're ignoring a large group of customers who have already shown interest in your webshop in the past and thus miss out on income.
There's a reason why customers used to make only one purchase, or why they used to make regular purchases but not anymore. Winback emails ensure that you eliminate this reason and convince customers to make another purchase. In addition, there are, of course, customers who simply forgot about your webshop. The winback flow is a great way to get these customers back.
Winback emails therefore work to win back customers, but also to update your customer base, for example.
Winback emails have a conversion rate that is, on average, three times higher than other email flows. When you average between different industries, the winback flow has a conversion rate of 0.49%. This automated flow can therefore easily provide more income.
Winback flows work best when they are specialized based on customer segments. For example, you want to have a special winback flow for your VIP customers, or customers who spent an X amount in your webshop. The tone of voice in these messages varies by segment. By using segments, a customer feels more engaged than in, for example, a general email.
Another option is to split your flow, or create separate flows for different product categories. If one of the items can be replaced within a fixed buying cycle, you may want to exclude them from your winback flow and create a separate replenishment flow for these customers instead. This can be done, for example, as shown in the image below.
You can calculate who should flow into your winback flow by calculating the average time between orders. You can easily collect this data from Klaviyo. Do you need help with this? At Polaris Growth, we'd love to help you out. Contact us using the form below.
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Investing in existing customers is extremely important. When you can turn a sleeping customer into an active customer again, you generate a lot of extra sales in a cheap way.
Getting this “sleeping customer” to return is fairly easy to achieve with an automated winback email flow.
Winback emails have an average conversion rate that is three times higher than other email flows. This automated flow can therefore easily provide more income.
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Polaris Growth is a CLV e-commerce agency. We support ambitious online stores with: Klaviyo, conversion optimization, data & analytics and ecommerce strategy.
