Win-back

Win-back - working with those who were already your client or hot lead, but left: unsubscribed, did not renew their subscription, stopped responding. This is one of the cheapest sources of revenue because these people already have experience with the brand - there is no need to explain who you are and what you do.

In my practice, win-back campaigns pay off 3-5 times better than campaigns targeting a cold audience. CAC when returning a departed client to B2B SaaS is 1,500–4,000 rubles, versus 12,000–25,000 rubles for a new one. Reason: there is already data about their needs, the offer can be personalized, and trust in the brand is not zero.

Classic win-back series for SaaS: letter 1 (7-14 days after churn) - “notice that you haven’t logged in, here’s what’s new.” Letter 2 (after 30 days) is a specific case with the results of a similar client. Letter 3 (after 60 days) - special offer: 20–30% discount or extended trial. Letter 4 – “break-up”, final. Conversion of such a series from practice: 8–15% reactivation with correct segmentation.

The main thing with win-back is segmentation of the reason for the outflow. “Expensive”, “found an alternative”, “didn’t figure it out”, “project completed” - these are different scenarios with different messages. Sending one break-up email with a discount to everyone means missing out on 70% of the campaign’s potential.