We don’t advocate getting back in touch with your ex, but with Valentine’s Day around the corner it’s a time for re-engaging your lapsed customers and occasion purchasers. Just ensure it’s personalised!

 
We all remember the screengrabs on social media posts from those poor lads who group message all their exes in WhatsApp asking for a date. It doesn’t end well! Maybe they needed some marketing automation and personalisation tips in their dating repertoire?
 
As marketers, let’s not make that same mistake and go group messaging email blasting all your lapsed customers in an attempt to turn their head this Valentine’s Day. Let’s get more savvy and a little sassy.
 
So, your ecommerce site is better than ever, merchandising range is all on point and you’re feeling great about 2022. You see your exes across the street browsing around.
 

What do you do to win them back?

 
Potentially, they are still a friend on social media, and they haven’t yet unsubscribed, although you haven’t heard from them in quite some time. Do you invite them in, do you go over and give them a hug? After all, they once spent money on you!
 
Most marketers, regardless of industry, have this dilemma. The majority of your now, very established, database is stagnant. Old friends you don’t see anymore.
 
That leaky bucket of single purchasers or loyal customers who found you attractive at one time but have disappeared with no word or warning. Do they still like you? Why did they go away anyway?!

Chatting to them now with the wrong message could send them packing for good

 
But what if your ex suddenly ‘likes’ one of your social media messages? It’s very tempting to suddenly open the floodgates and let them know everything they have missed in one fell swoop.
 
Our own research has found if you suddenly re-engage a ‘disinterested’ ex after six months with the wrong message, 30% will immediately unsubscribe. Too much, too soon of the same old story.
 
This could be costly in the long run and if they complain via the ISPs this could have a direct impact on your active database – your engaged, paying customers.

4 tips for your Valentine’s Day email re-engagement campaign

 
There are four key tips to consider when trying to successfully re-engage your exes:
 

• Relevance
• Preference
• Feedback
• Incentive

Relevance

It’s an old cliché but you need to showcase why you are fabulous once again. Stronger, more empathetic, listening to their needs. Be light-hearted and engaging!
 

Preference

Flexibility is key. Allow your customers to say when and how often they want to hear from you. Give them only the content they want to receive.
 

Feedback

Ouch! This can be difficult as nobody willingly embraces negativity, and the truth can sometimes hurt. However, in order to move forward this can be the best remedy and regain customer loyalty.
 

Incentive

Be nice! Take them out for a pizza or at least give them a discount in acknowledgement of your rekindled relationship.

No more ‘copy & paste’, it’s time to segment and personalise

 
Restraining yourself from indulging in sudden outbursts of correspondence is, of course, key.
 
Avoiding loss can only occur if you can segment your exes when they suddenly pop back into your life.
 
They have a history with you and are not going to accept the same message as your active database. Let’s face it, they dumped you before and have moved on already.
 
You’re going to have to put a little more effort and research into their behaviour if you want them back for good.

So, how best to open up that first conversation starter?

 
“It’s great to see you again. How have you been?”. One message, or perhaps two, inviting them back to your brand. No selling required at this stage.
 
Let them control the conversation to make them feel at ease in your presence once more. Allow them to set their preferences in terms of both frequency and content by sending them to your preference centre where they can update their interests and communication methods.
 
Let them choose which channel of correspondence they prefer and on which device. Since you last dated, they may have moved on to exclusively using social media to purchase.
 
If you have a customer feedback portal now is perfect to send them to it. If you don’t, get one asap! It will serve you well in the long run and provide valuable insight into your leaky bucket.
 
Give them back some love for talking to you once again; free delivery, a discount, a special offer for recommended friends.
 
You may well find with your fabulous new attitude and understanding they regret ever leaving you in the first place!