When to start reactivating your customer base

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A new subscriber must be found, won over, and to do this, offer him discounts and bonuses. Brands will spend time and money on this, but the guarantee that a person will be interested is about 5-20%.

The situation is different with old clients. Here the chances of a repeat sale are from 60 to 70%, with an average accounting directors email list check 30% higher than that of a new user. But to return a client, sometimes attention is enough. For example, offering him a selection of relevant seasonal products or simply reminding him of yourself.


The sooner, the better. The longer a customer is inactive, the more likely they are to leave.

Be proactive: study people’s behavior patterns to take timely reactivation measures. For example, if the frequency of purchases or the size of the check decreases, inactivity will most likely follow. Analyze the characteristics of the entire purchase cycle. Atypical behavior of a particular customer will indicate a problem that can be solved at an early stage.

Track user behavior and set specific triggers that signal the need for reactivation. For example, if a customer has not made a purchase for six months, send them a reactivation email. It is also important to consider seasonal factors and peak periods of customer activity.

Stages of reactivation of the client base
Start by analyzing your data to identify customer segments for reactivation.

Then create personalized offers and messages that will help bring back the lost customer. Use different communication channels: email, SMS, and social media. Test different approaches and track their effectiveness. Let's look at the reactivation stages in more detail.

Step 1. Dividing subscribers into segments and analyzing the customer base
Segment your dormant customers. Users have individual needs and represent different values ​​for the company. Segmentation is a key factor in reactivation success. Consider the following group options:

Initial acquisition sources. For example, SEM, direct mail, display advertising, events, or telemarketing.

Channel usage: email or phone. Or it could be the choice of purchase channel, such as in-store, tablet, mobile or computer.