Whether you use a sophisticated CRM or a basic inventory and customer database, you have a lot of data on your customers and their purchase behavior. You also have an unsubscribed list of users, many of whom are probably former customers who you would like to win back. The catch? You can’t use the information you have on these unsubscribed users to reactivate or resubscribe them via email, because–you guessed it–they’ve unsubscribed! But that doesn’t mean you can’t target them in other ways.
The data you have on your current and former customers can be used to make targeted, fact-based assumptions about your unsubscribed email list. Here are three ways to use data to win back customers.
Use Unsubscriber Email Data To Win Back Customers
So if you can’t email unsubscribed users, how do you reach them? Through targeted opt-in advertising. Here’s how it works:
We take your unsubscribe list and hash the data to anonymize the users. The hashed data string for a single email address will always be the same, no matter who is hashing it, which allows us to watch for matches across the web, without revealing any personal data: it’s simply a match on the encrypted string. We then pre-ping websites to discover where and when your unsubscribed users are browsing on third party, ad-serving websites and target them with specific opt-in advertising designed to win back customers.
Using the hashed data match, we can provide pinpointed, accurate targeting. You know exactly who you’re looking for, and you only pay for confirmed unsubscribed matches to your list. This is an opportunity to win back customers that lets you build on the funds already invested in previous customers or subscribers with no lost impressions or clicks to unqualified users. This ensures you can deliver custom offers and messaging that appeals to previous subscribers or provides a more aggressive offer, without opening it up to wider, unqualified traffic. You are speaking directly to previous customers, and your offer or promise can reflect that.
Use Purchase Funnel Data To Win Back Customers
You can take things one step further by customizing an offer or ad to reference not just that they used to shop with you, but the products they are most likely to be interested in as well. Analyze your purchase data to determine how long it typically takes a customer to purchase a product after their initial viewing, as well as how often they return. Do they repurchase the same things frequently, or do they try new items? Compare current customers with past purchasers to see if there is a pattern to when or why they unsubscribe. Then, using the same method as above, we can create a tailored campaign that uses this data to target them when they are likely to be most open to purchasing.
Use Preferred Product Data To Win Back Customers
Again, using the same targeting method as above, you can switch up your messaging to draw upon product data. Look at your customer data to determine the products most frequently correlated with return visits, or customer satisfaction. Or simply look at your top sellers. You want to choose your strongest products to feature in a campaign to win back customers. Think about unique selling proposition and price as you build your offer.
Ready to win back customers using your data? We can help.