Jill Griffin talks about a successful win-back campaign with the technology news and information source, CNET. Building and retaining the biggest list possible didn’t always yield the best results. Reaching out to customers who are engaged with the business would often yield the greatest successes in terms of lost customers and retention.
- When asked about an implemented win back campaign,…the Director of Member Services at CNET said,…"Win back is sort of an ongoing strategy for us.…"The way I think of winning back…"is that it's an ongoing effort.…"Not just something you do in tandem with a list cleanse."…CNET, a news and information source for the tech savvy,…regularly cleans and culls this list…as part of its ongoing win back marketing.…
CNET has 13 different editorial newsletters…ranging from daily to once a week.…All subscribers must be registered on the site…to receive the newsletters.…This allows CNET to gauge the value of each subscriber.…Nothing can hurt your win back efforts…more than an outdated customer list.…You may find it hard to remove inactive e-mail addresses,…thinking the bigger the list, the better.…
But a smaller up-to-date list of names is your best bet.…A clean, current e-mail list drives win back success.…For CNET, it goes something like this.…They started first with subject line testing…to their newsletter database.…They tested which subject lines…
Jill shows that customers defect for one of five reasons: (1) intentionally pushed away, (2) unintentionally pushed away, (3) pulled away, (4) bought away, or (5) moved away. She also outlines which of these customers are the easiest to win back—and how to say "sorry" in a way that will resonate.
- Why winning back customers is crucial
- How customers say goodbye
- The five types of lost customers
- Running a lost customer campaign