What to do when your biggest fans and best buyers stop adding to cart
It was all going so well. Your customer loved you. They really loved you – maybe even enough to make multiple purchases over months or, better yet, years.
And then, one day, it all stopped.
No more swinging by your site to browse New Arrivals or opening emails about Black Friday deals. Maybe they even unsubscribed. It's time to face it: your one-time loyal customer has (gasp!) churned.
But before you bust out the Ben and Jerry's and start blasting your breakup playlist on Spotify, take a deep breath. There are ways to reengage these bygone buyers and turn them back into loyal fans. And it all comes down to having the right direct mail retention strategy.
But first, the basics.
When it comes to customer churn, there are plenty of explanations beyond your brand's control, like life changes, relocations, or simply no longer needing your product or service.
There are also a number of ways brands inadvertently drive clients away. Some common ones include:
But all hope is not lost! You can recapture your target audience’s attention and loyalty by addressing their pain points with the right direct mail winback strategies.
Discover how Lob direct mail boosts conversion rates at every funnel stage →
Acquiring new customers costs 5 to 25 times more than retaining your current ones. That's why there's no better target audience than your lapsed customers. And no more cost-effective way to accelerate growth and improve LTV than a winback campaign.
Because they’ve purchased from you in the past, lapsed customers are far more likely to be a good fit for your brand than other acquisition targets. Even if you haven't heard from them in a while, they might be one reminder or special offer away from making another purchase.
Learn more about Win-Back Direct Mail Best Practices →
Direct mail stands out.
When customers stop engaging through digital channels like ads and emails, direct mail can still make an impact as a physical reminder of what they loved about your brand and why it's worth taking another look.
Plus, direct mail isn't as saturated as other channels. According to the 2024 State of Direct Mail Consumer Insights Report, only 23% of consumers feel like they receive too much direct mail – far fewer than all other channels, including email (46%), digital ads (38%), and phone calls (34%).
Churning is for butter. Learn how gourmet meal kit delivery service Marley Spoon used direct mail to drive 20% of total reactivations ->
When customers cancel subscriptions to products and services, hit them with timely special offers that make them reconsider.
Why it works: If your brand uses a subscription model, your cancelation flow may include an exit survey. If that's the case, you're rich in data you can use to reactivate customers with just the right incentive. Maybe they're trimming their budget? Or felt their subscription lacked important features? Offer a promo that addresses their concerns directly.
When to send it: Hot on the heels of a cancelation. Reach out while your brand is still top-of-mind.
Who to target: Basically, anyone who’s canceled a subscription, especially customers who churned because of price sensitivity and might respond to a discount.
If your brand runs a loyalty program, a postcard or letter reminding churned customers about their reward balances may be the perfect way to reengage – especially if their points are about to expire.
Why it works: Your customers shopped hard to earn those rewards! They won't want to miss the discounts, freebies, and other offers their loyalty points can get them.
When to send it: Create an automated campaign that sends reminder letters one month to two weeks before the points are set to expire. Or send a personalized postcard a few weeks before a big sale. Featuring reward balances alongside promos reminds your target audience how and when to use their points.
Who to target: Any lapsed customer with a pile of unused points. Consider setting a threshold when building your campaign rules to avoid sending to audiences with low balances.
Sometimes customers stop opening emails or visiting your site. When that happens, there's a chance your online outreach is getting drowned out by other digital noise. Direct mail is a great way to remind them of what they're missing.
Why it works: You can use mail to get in touch even if your customer has unsubscribed from emails or stopped interacting with ads. Missing important address data? Lob Audience helps you fill in the blanks so you can reach everyone on your list.
When to send it: You might need to play it a little cool here. If your data shows low-to-no activity from once-responsive consumers, give them a short breather of a month or two before sending a direct mail offer. Keep testing to figure out the ideal timing for your brand.
Who to target: Email unsubscribers, former big-time fans who seem to have disengaged, and shoppers who have fallen off their typical buying cadence.
Birthdays, milestones, and account creation anniversaries are the perfect time to let former clients know you've been thinking of them.
Why it works: Birthday and anniversary postcards and self-mailers are a classic for a reason. They're a highly personal way to celebrate your customers and build brand loyalty. Mail makes special occasions feel extra special. Be sure to include a gift in the form of a special offer.
When to send it: Set up triggered campaigns around special dates to hit customer mailboxes just in time. Follow up with emails and create personalized landing pages to up the wow factor and create more ways for your former fans to interact with your brand.
Who to target: Anyone. Who doesn’t love a gift!?
Winback campaign checklist
No matter what winback strategy you choose, the following tips will up your chances of retention success.
Discover how direct mail can help you keep more customers and boost your bottom line. Get customized tips from our experts. Book a demo today.
