15d • 🤝 Marketing & Customers
Lapsed Customer Winback campaigns
You all have databases of customers that have lapsed. We have ideas about how to wake these sleep beauties up.
For some of you that have started doing winback campaigns using the tools, there is now a new hook that means we can now run it on a constant cycle rather than one off events. These campaigns work a bit like a personalised survey, asking why they left and then with bespoke answers depending on their response. This is about being genuinely helpful as many won't know you now sell eggs, or delivery to that other town now.
For Soul Farm I have set up the winback campaign to happen 60 days after their last order. But I've also got an automation running for a day after they cancel. Just checking in... this is my first draft email.
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Hi {{contact.first_name}},
We're sorry to see you go... no hoops, no "are you sure?" maze. No are you sure sure sure!!! We're a small farm, not Netflix, so we'd never make you click through twenty screens just to leave. And you'll always be welcome back.
A few things before you go...
First, if you only meant to pause rather than leave, there's a feature for exactly that. You can set your holidays whenever you're away, and if you're the organised type you can add them all in batches at once. Instructions here: https://connect.soulfarm.co.uk/how
Second, we'd love to know what led to the decision. A single line back to this email would genuinely help us do better. Was it the veg, the timing, the cost, or just life changing shape?
Third, if it came down to money, we'd like to make staying easier: use XXXXX for 8% off your next few deliveries.
And if now just isn't the season for it, there's one small thing that would really help us. If you know someone who'd love your slot, passing it their way makes a real difference, on a farm our size, every box on the round counts.
Thank you for being part of it. Genuinely.
Warm wishes,
Laurence
Soul Farm
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Lapsed Customer Winback campaigns
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For ambitious small-scale food producers, shops and food hubs that want to grow
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