FunnelTerm

Reactivation

reactivation · customer returns · database reactivation · segmentation for reactivation

Reactivation is the return of customers who have stopped buying through segmentation of the dormant base and targeted offers.

Reactivation is working with a dormant part of the base: people who once bought or subscribed and then stopped. The difference from attraction is that the contact already exists and it costs zero; The difference from retention is that the person has already left.

The first step is always not mailing, but segmentation. The sleeping base is heterogeneous: someone bought once and did not return, someone bought regularly and suddenly disappeared, someone left after a specific problem. These three groups need different messages, and a generic “we miss you” email doesn’t work for either.

The sleep limit is set by the median interval between purchases. If half of repeat orders happen within forty days, then silence at ninety is a client who has already left, and not a pause. Without this number, reactivation is launched at random and irritates those who simply did not get to the next purchase.

Working sequence: segment the database by age and value, select the most valuable segment, formulate a reason to return specifically for it, and only then write. The discount is the weakest of the arguments: it brings back those who would have returned anyway, and teaches them to wait for the sale.

Frequently asked questions about Reactivation

What is customer reactivation?+

Bringing back those who have stopped buying: working with the dormant part of your own base instead of attracting new ones. There is already a contact, so such communication is usually cheaper than attraction.

How to segment the base for reactivation?+

Based on how long ago the last purchase was made and the value of the customer. A one-time customer, a regular customer who suddenly disappeared, and someone who left after a problem - three different groups, and each has its own message.

How long does it take for a customer to leave?+

The benchmark sets the median interval between purchases. If half of repeat orders occur for up to forty days, then silence two to three times longer already means an outflow, not a pause.