Not all subscribers in the database should be reactivated. It is important to choose the right segments so as not to waste resources on reactivating the wrong audience.
1.Define the customer life cycle.This will help you understand whether you have a chance to reactivate it. For example, the life cycle of a developer's audience ends at the moment of purchasing an apartment, while the life cycle of a cosmetic brand's audience is measured in years.
2.Assess the likelihood of reactivation.The highest chances of reactivating those who have already purchased from the brand, but “fell asleep” rather than leaving the brand.
Reactivate We do not reactivate
Subscribers who bought at least once Subscribers who have bank data not made a single purchase
Subscribers who purchased once a month but then skipped 1-3 months Subscribers who bought once a month but then missed for six months or more
3. Change your CTA and use the quarantine period.Quarantined segments are considered frozen and do not participate in reactivation campaigns. This gives the subscriber the opportunity to take a break from sales communications.
For example, if a user is not ready to make a purchase, offer them other options for interaction: participate in a game, take a test, watch a video, or answer questions. This will create additional touchpoints and prevent the subscriber from forgetting about the brand. And if they do not respond to calls, send them to quarantine and come back in a couple of weeks - perhaps the subscriber is not ready to interact with the brand now, but after some time their interest will return.