If you sell products online, there have probably been a ton of people who bought something from you once..
Then never really visited your site again.
This can apply to things like software services, too.
People sign up for a free trial and don't buy afterward, or they pay for a month and then abandon your service.
Those people are prime targets for email drip campaigns that can bring them back into the fold.
They're warm leads.
They've already expressed an interest in what you're selling, and may have even made at least one purchase.
Why not remind them that your company exists?
Drip campaigns are usually built around marketing automation.
Certain user actions trigger certain messages, ensuring that every email someone receives from you is specifically tailored to them.
In a recent post, Wishpond gives you a step by step breakdown of how to craft a drip campaign that can win back former customers.
Winback Drip Campaign Example
Drip Campaign Trigger:
This campaign is sent to people who cancelled their plan or last purchased from your business more than six months ago. If they haven't yet unsubscribed from receiving emails you have an opportunity to recapture them as customers. The goal of this campaign is to get them on a call.
[image source: Wishpond]
Subject: Updates to the [Business Name] Platform/Service
What to Include: Introduce yourself, personally, and break down the biggest change that has been made since they left (you can do this by segmenting people who left before you updated your platform or service). Invite them for a call.
Subject: Get 30% off your first [biggest change]
What to Include: This is the email which is sent/triggered only if your recipient clicked through on the previous email. You send it because you know they're interested in whatever update you made. Include a discount for that specific addition or change to your service or platform.
Subject: Top Tips for [Strategy Related to your Business]
What to Include: This is an educational email designed to provide value beyond your service or platform. Relate it directly to something you do, however.
Subject: Get 30% off [Product Related to the Strategy in Email #2]
What to Include: This is a promotional email only sent if recipients opened Email #2, sent because you know they're interested in the subject of your promotion. They wouldn't have opened email #2 otherwise.
Email #3 (Sales Email):
Subject: Do you have time to talk about changes to [Business Name's] Platform/Service?
What to Include: Make this one super personal and short, but to the point. You're trying to get this person on a one-on-one call in order to better understand why they left and to address their specific pain points.
TOP TIPS FOR THIS DRIP CAMPAIGN EXAMPLE
Send this drip campaign to people who last visited your site or last-bought more than 60 days ago.
This way you'll be able to ensure there's enough time for significant changes to have occurred to your service or platform.
If you hit them with an immediate winback campaign a day after they left, they won't believe anything will have improved.
You can find more ideas for effective drip campaigns over at Wishpond.