When a customer stops engaging with your brand—maybe they haven’t opened emails in months or haven’t bought anything in over a year—it’s a little disappointing. But it’s hardly the end of the story. Reactivation campaigns exist to help businesses reconnect with these inactive customers and win them back.
Bringing someone back can be cheaper than finding a totally new customer. These folks already know your brand. They’ve bought from you or at least shown serious interest in the past. When a business puts real effort into reactivation, they’re not starting from scratch. They’re making use of an opportunity many brands overlook.
Understanding Who’s Gone Quiet—and Why
So, who counts as an inactive customer? Every business sets its own benchmarks, but it usually means someone who hasn’t purchased or interacted with you for a specific period, like six or twelve months.
But people don’t just disappear for no reason. Maybe they got busy, or maybe a different brand caught their interest. It could be issues with your products, shipping, or customer service. Sometimes it’s nothing personal—maybe they just didn’t need your product for a while.
If you can figure out why people stopped engaging, that’s helpful. You might even send a brief survey to ask why, which is a simple way to spot trends.
Make Sure Your Goals Are Clear
Reactivation efforts without goals are like playing darts blindfolded. Before you start, decide what you want. Is it more purchases from old customers? More people opening your emails? Maybe it’s getting folks to update their profiles or check out a new product range.
It’s key to pick numbers you can track. For instance, “We want a 10% increase in purchases from customers who haven’t ordered in a year.” Or, “We want 20% of all inactive users to open at least one email.” When goals are specific, it’s easier to measure progress—and adjust if you’re way off track.
Messengers Matter: What You Say Changes Everything
If someone’s been ignoring you for a while, a generic “Hey, come back!” isn’t enough. The message has to feel personal. Use their name, refer to their last purchase if possible, and acknowledge how long it’s been.
You might start with something honest, like, “We’ve missed you! It’s been a while since your last visit.” Or get curious: “Still curious about that kitchen gadget you checked out?” Sometimes humor works: “We thought you ghosted us—but we’re still here if you want to chat.”
You can mix in real data or tell them about changes since they left. “We’ve updated our shipping policy,” or “There’s a new feature on your dashboard.” The key is to show you noticed their absence, and you care if they return.
Channels: Email Isn’t the Only Way
A good reactivation campaign thinks about where and how to reach customers. Email is still a main choice because it’s direct and low-cost. But sometimes emails land in spam, get ignored, or there’s just too much inbox noise.
That’s where texting, push notifications, or old-fashioned mail come in. For brands with a mobile app, a push notification can be a gentle nudge. Some companies even use Facebook or Instagram ads targeting lapsed customers.
The best channel depends on your business and old habits. For example, if someone signed up with a phone number and always responded to texts, texting is a strong option. If they interacted with your app, push notifications might work. The point is: Don’t stick to one channel just because you always have.
Are Incentives Worth It? Often, Yes
A small nudge can make a big difference. Sometimes an old customer just needs a reason to come back—and incentives often work. Discounts, freebies, exclusive access, or loyalty points are all popular.
You might email, “Come back and get 15% off your next order,” or, “We’ve reserved a free gift for your next visit!” Transparent, straightforward offers win more trust than flashy ones with lots of conditions.
But avoid overusing incentives. If every campaign promises a discount, customers might start waiting for the next deal instead of buying regularly. Make sure your offers sound genuine and not desperate.
When to Reach Out—and How Often
Timing can be everything. Too soon, and you seem overeager; too late, and the customer may not remember you. Many businesses wait at least three months of inactivity before reaching out. Six or twelve months works for some, especially for seasonal brands.
Reactivation shouldn’t mean spamming someone with ten emails in a week. Usually, one to three messages—spaced out—does the trick. If a customer doesn’t respond, it’s fine to let them be. Over-messaging could annoy them and lead to permanent unsubscribing.
Check the Numbers—And Course Correct
Reactivation only works if you know what’s working. Track things like open rates, click rates, coupon redemptions, and repeat purchases. Most email platforms can show these numbers easily.
Some companies use dedicated software to track broader campaigns across multiple channels. Pay attention to metrics like reactivated customers, total sales from these folks, and how long they stick around after returning.
Compare these to your goals. Did you actually win people back, or just get a few clicks? If something’s off, tweak the message, the channel, or the incentive.
Real Campaigns That Actually Won People Back
You don’t have to reinvent the wheel. For example, a home goods store realized old customers often forgot about their rewards points. They sent personalized reminders—“Hey, you’ve got $10 in points waiting!”—and saw a 27% increase in orders within a month.
A streaming service found lapsed members with unfinished shows. They emailed, “Still want to see how ‘The Great Bake-Off’ ends?” Four out of ten people reactivated their trial.
On a different note, a subscription box company added a handwritten note to a physical postcard. The message was genuine: “We noticed we haven’t seen you lately. There’s a treat waiting.” That personal touch led to dozens of renewed subscriptions.
There’s more advice from businesses like GiftdClub, who have tried everything from loyalty points to personalized playlists to tempt people back. Their focus has been simple: make customers feel remembered, not just targeted.
What Tends to Trip Businesses Up?
Not every reactivation attempt is pretty. Sometimes, the list of “inactive” customers is off—maybe someone only meant to pause, not leave for good. Maybe incentives are too complicated, or messages are robotic.
One common issue: sending too many messages, too quickly. It can make people hit ‘unsubscribe’ instead of re-engage. Another problem is failing to segment. Not all inactive customers are the same—a one-size-fits-all message falls flat.
The key is to look for patterns. If most people return after a certain offer or only respond by text, adapt. Always ask for feedback if someone does come back. A quick survey or a simple “Was this useful?” response gives insights for next time.
To Wrap Up: Don’t Give Up on Lost Customers Too Soon
Customers who go quiet aren’t always lost for good. It’s just that life gets busy, or needs change. A thoughtful, well-timed reactivation campaign can remind them why they liked you in the first place.
Try different approaches, keep messages genuine, and don’t overcomplicate things. Use straight-up incentives sparingly, and don’t forget to measure what’s going right (and wrong).
Reactivation is mostly about old friends—not strangers. Instead of thinking of it as a last-ditch rescue, treat it as catching up with people who already liked you once.
Start Planning—and Share What Works
If you’re thinking of running your own reactivation campaign soon, start small. Set clear goals, test a message or two, and pay attention to the customer’s experience.
Got a story or tip about winning a customer back? Even a lesson learned the hard way? Share it with others in your network. Or, if you’re still stuck, connect with others who’ve faced the same problem. The next good idea might be just one conversation away.