How to create and configure a Winback campaign
Winback campaigns are a strategic practice to recover inactive users and reactivate their interest. It is common for between 20% and 60% of your database to be down at any given time, therefore these actions can be highly effective.
Before starting your Winback campaign, it is important to do proper preparation. Some key tips:
- Proper timing: Reactivation campaigns are usually more effective when carried out before high-impact events. It is advisable to do it up to 30 days before (at most) a relevant event or date, such as Cyber Monday, Black Friday, an anniversary or a special offer.
It is not recommended to carry out these campaigns regularly. A suitable frequency for Winback campaigns is once every 6 months.
- Expected effectiveness: Keep in mind that between 1% and 4% of the inactive user base can be recovered through Winback campaigns.
The key to a successful Winback campaign is targeting the right audience. This is where segmentation based on user behavior towards your email sends comes into play. It should be noted that since this is a campaign to recover inactive users, the profiles that will be impacted and negativized are inactive users.
Create virtual profiles: Start by creating two specific virtual profiles to identify inactive users.
- The first profile should select contacts who received 10 emails and did not open any in the past. This profile is known as Super inactive.
- The second profile will include those users who received 5 shipments in the last 120 days and did not open any of them. This profile is usually negativized in regular shipments. However, this campaign will be aimed at this segment in order to try to reactivate a percentage of inactive contacts.
Check out our article: How to create and use inactive and super inactive profiles
When configuring the sending of the Winback campaign in Icomm, select the appropriate audience.
Select the "No openers in the last 120 days" profile as recipients. In addition, it negativizes the virtual profile of "Non-openers of the last 10 shipments received." This will ensure that your campaign specifically reaches the users you need to reactivate.
Consultation: How to configure a shipment in Icomm
In addition to proper targeting, here are some important tips to keep in mind for your Winback campaign:
- Partition sending: Divide your recipient list into smaller groups and send the campaign in several stages. This will facilitate better monitoring and control of results. Check out this guide: How to partition shipments.
- Focus on the subject: The subject of the email is crucial to attract the attention of the recipients. Make sure it is relevant, persuasive and immediately captures interest.
- Good communication: Communication is key in a Winback campaign. Take this opportunity to offer incentives, special promotions, or reminders of why users signed up in the first place.
See how to create a Winback campaign from the Notification Hub.
Preparation before the campaign
Before starting your Winback campaign, it is important to do proper preparation. Some key tips:
- Proper timing: Reactivation campaigns are usually more effective when carried out before high-impact events. It is advisable to do it up to 30 days before (at most) a relevant event or date, such as Cyber Monday, Black Friday, an anniversary or a special offer.
It is not recommended to carry out these campaigns regularly. A suitable frequency for Winback campaigns is once every 6 months.
- Expected effectiveness: Keep in mind that between 1% and 4% of the inactive user base can be recovered through Winback campaigns.
Audience segmentation
The key to a successful Winback campaign is targeting the right audience. This is where segmentation based on user behavior towards your email sends comes into play. It should be noted that since this is a campaign to recover inactive users, the profiles that will be impacted and negativized are inactive users.
Create virtual profiles: Start by creating two specific virtual profiles to identify inactive users.
- The first profile should select contacts who received 10 emails and did not open any in the past. This profile is known as Super inactive.
- The second profile will include those users who received 5 shipments in the last 120 days and did not open any of them. This profile is usually negativized in regular shipments. However, this campaign will be aimed at this segment in order to try to reactivate a percentage of inactive contacts.
Check out our article: How to create and use inactive and super inactive profiles
Winback shipping configuration
When configuring the sending of the Winback campaign in Icomm, select the appropriate audience.
Select the "No openers in the last 120 days" profile as recipients. In addition, it negativizes the virtual profile of "Non-openers of the last 10 shipments received." This will ensure that your campaign specifically reaches the users you need to reactivate.
Consultation: How to configure a shipment in Icomm
Good practice tips
In addition to proper targeting, here are some important tips to keep in mind for your Winback campaign:
- Partition sending: Divide your recipient list into smaller groups and send the campaign in several stages. This will facilitate better monitoring and control of results. Check out this guide: How to partition shipments.
- Focus on the subject: The subject of the email is crucial to attract the attention of the recipients. Make sure it is relevant, persuasive and immediately captures interest.
- Good communication: Communication is key in a Winback campaign. Take this opportunity to offer incentives, special promotions, or reminders of why users signed up in the first place.
See how to create a Winback campaign from the Notification Hub.
Updated on: 11/08/2023
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