A re-engagement campaign invites customers who are visiting less often to come back. Done well, it is focused, simple and easy to evaluate.
This plan walks through the decisions in order, from choosing the audience to reading what happened after launch.
1. Choose the audience
Start with customers whose behavior is changing, not your whole customer base. Customers who are becoming inactive are the natural audience: they still know you, but their visits are slowing down.
A focused audience keeps the cost of the reward under control and makes the results easier to read.
2. Define one goal
Pick one behavior you want to see. For a first campaign, a return visit within the campaign period is usually the right goal. Avoid combining several goals; it makes the offer harder to understand and the results harder to interpret.
3. Choose the trigger and the reward
The trigger is what the customer needs to do; the reward is what they receive. Keep both simple:
- Trigger: a purchase during the campaign period.
- Reward: bonus points or extra cashback on that purchase.
The reward should feel worth the trip without training customers to wait for offers.
4. Set the period
Give customers enough time to respond, typically two to four weeks. Too short and people miss it; too long and there is no reason to come back soon.
5. Note the starting point
Before launching, write down how the audience is behaving: how many customers are in it, and how often they have been visiting and buying in recent weeks. This is what you will compare with afterwards.
6. Launch and let it run
Tell customers about the offer through the channels you already use, then let the campaign run for the full period before drawing conclusions. Early numbers often change.
7. Read what happened
Compare the audience’s activity before and after the launch: visits, purchases and rewards redeemed. Look at who responded and who did not.
Be careful with conclusions. Activity can change for many reasons, such as the season, the weather or a local event. Treat what you see as an observed change that guides your next campaign, not as proof of what the campaign caused.
8. Learn and adjust
Use what you learned to adjust the next campaign: a different reward, a different period, or a more specific audience. Small, repeated campaigns teach you more about your customers than one large one.
With OTONUM
In OTONUM Insights you can see which customers are at risk and how their activity is changing. In OTONUM Rewards you create the campaign: choose the audience, set the trigger, the earning and reward rules and the period, then launch. Back in Insights, you can follow customer activity before and after launch.