Win Back Campaigns for eCommerce: make them come back ( Part 2 )

If you review the previous post of this blog, you will see that we talked at length about what Win Back campaigns are for eCommerce and focused on offers, which is the main resource we have to make customers who have stopped being active come back to purchase.

 

However, using discounts as a tactic is expensive and much less effective in creating loyalty than other tactics, so we have decided to expand the range of resources a bit more.

 

Pay attention because here come more examples that you can use in your campaigns.

The first thing I'm going to say, to be more precise, is that some of the cases we're going to analyze do incorporate some sort of discount. The key is that, in no case, that will be the main argument for reestablishing the customer-brand relationship.

 

Below, you will see how some online stores or digital services can intelligently play their cards by appealing to emotional factors, shared values, MOFO, or simply, not leaving things half-done (quite effective from a neuromarketing standpoint).

 

Let's get into it because the more cases we see, the more inspiring the article will be.

In the case of Dollar Shave Club, the razor subscription service, there is no extra financial motivation: they have only appealed to the idea of belonging.

 

In addition, in the text, they also make an exercise in empathy that allows them to add value at the same time: “How have you been? We're very busy, you know how it is.”

 

They also use an adorable illustration, which helps make the message even more emotional.

 

Another thing to note is the use of two calls to action, the first is "return to the club," and the second (hierarchically less highlighted), "reactivate my account."

 

Two opportunities to convert: the first more impulsive and the second, after the text, a bit more reflective.

In case you don't know this eCommerce, Tattly is dedicated to selling temporary tattoos designed by professional tattoo artists. It is important to know this to better understand the nature of this Win Back campaign.

 

Their target audience is basically people who can't or don't want to get a permanent tattoo, which includes minors. A seasonally strong moment, ideal for reactivating audiences, is the month of October: as close to Halloween as possible.

Does it have a spectacular design? No, but it's not always necessary to saturate an email with stimuli. Here, all attention is focused on the design of the bats and a huge, very contrasting “magic button.”

 

If we read the body of the email, they have relied on senseless storytelling, almost like a tale, in which the recipient is the protagonist victim of a spell.

One of the online stores that do things best in the fashion segment also had to stand out in their Win Back campaigns.

 

Here we see a very interesting example because it combines different elements (yes, including an economic offer).

Something capable of disarming the most reluctant is an approach like this: “It's not you, so... is it us?” Humility and transparency.

 

The headline goes further, it's not just a commercial argument. In an exercise of coherence that also serves to better understand the reasons for their customers to stop interacting with the brand, they propose a survey with options ranging from "there's nothing I like" or "you treated me badly the last time I bought" to "I don't have money."

 

The combination of interest and a discount is a winning option. Without a doubt.

Let´s finish with another online fashion and accessories store, although this time it's more exclusive. Saks Fifth Avenue also wants to retain its customers, as is obvious.

 

This time they turn to something we've already mentioned in the introduction: FOMO or fear of missing out, of being left out of a trend. This works especially well in the fashion world.

The claim is basic (it's been a long time...), but they use a list of bullet points enumerating everything you're missing out on by not visiting the store, or not opening emails.

 

Interesting is the attitude of the model who appears as the protagonist and, especially, how she directs her gaze at that list, while she looks almost sad. Again, they play with the way we empathize with the models.