This is a guest post from our friends at Swanky.
Customer churn is an inevitable challenge of subscription ecommerce. With churn comes decreased customer lifetime value (CLTV), lost revenue, and increased reliance on expensive new customer acquisition.
By taking steps to reactivate lapsed subscribers (and by making resubscription as easy as possible) you can unlock revenue and make the most out of your acquisition spending.
This article explores how ecommerce marketers can use the Recharge-Klaviyo integration to do just this.
Why is winning back churned customers important?
To start with, let’s consider why reactivating churned customers is so important for subscription brands in the first place.
- Improving cost efficiency. Customer acquisition typically requires significant time and budget. Since churned subscribers are already familiar with your brand, your products, and the subscription process, the investment needed to win them back is typically much lower than acquiring an entirely new subscriber.
- Maximising CLTV. Reactivating a churned subscriber extends their customer lifecycle, directly contributing to an increase in their CLTV. When scaled across a cohort of subscribers, this can significantly impact your bottom line.
- Strengthening customer relationships. A thoughtful win-back campaign tailored to a customer’s individual circumstances can make them feel understood by your brand. This can help to build more meaningful brand-consumer relationships and encourage loyalty.
- Collecting valuable customer feedback. By asking for feedback from customers who resist any reactivation offers during a win-back campaign, you can identify potential issues with your product or the overall customer experience. This feedback can help you refine your offering and prevent future churn amongst other subscribers.
- Recovering lost revenue. Of course, winning back a lapsed subscriber helps to recapture lost recurring revenue.
Recharge’s Win Backs feature
Win Backs is part of Recharge’s Retain package, a powerful suite of loyalty and retention tools. It allows users to re-engage churned customers with smart incentives for resubscribing. Incentives can make the decision to restart a subscription more appealing, whilst reducing perceived barriers.
For maximum impact, offers can be tailored depending on a customer’s reason for initially cancelling their subscription. This demonstrates that you’ve listened to their feedback, understood their needs and are willing to accommodate them.
Incentive examples
Recharge enables retailers to offer various types of incentives:
- Consider offering churned subscribers a free gift, like a sample of your latest product, if they reactivate their subscription. Not only does this encourage them to re-engage, it helps to showcase the most recent additions to your product range while creating the perception of extra value.
- Give customers a one-time discount on their first order when they restart a subscription. Lowering the price temporarily can make it easier for consumers to justify giving your brand another try.
- What about offering recurring discount incentives across multiple future orders? This could be particularly compelling for customers who’ve churned from their subscription because of cost.
Win Back landing pages
Win Backs users can promote these incentives on no-code reactivation landing pages, showcasing products, benefits and deals that will resonate most with lapsed subscribers. This is key for making customers feel valued and boosting conversion.
Win Back landing pages can be shared with customers via a unique link, and they can be A/B tested to find out which have maximum impact.
You can track the performance of your Win Back landing pages using the overview and performance dashboards in Recharge.
A smooth reactivation experience
What’s more, Recharge’s Win Backs functionality includes password-free, one-click resubscription, delivering consumers a frictionless reactivation experience.
By reducing the barriers to resubscription, retailers are more likely to drive positive results from their win-back strategies.
Using Klaviyo for customised win-back email outreach
The Recharge-Klaviyo integration uses Recharge’s detailed customer and order data to craft branded, personalised emails that grab customers’ attention and drive conversion.
This includes win-back emails. A reactivation email sent after a subscription is cancelled can be an effective way of tempting a customer back to your store. Win Back landing page URLs can be integrated into Klaviyo flows and campaigns, facilitating effortless resubscription.
Klaviyo flows
Recharge’s pre-built Subscriber Win Back flow in Klaviyo triggers when a subscription is cancelled. This automated flow has been designed to encourage churned customers to return, while gathering feedback from those who choose not to re-engage. This feedback can help you identify pain points and plan improvements.
Retailers can also use the Recharge-Klaviyo integration to create their own custom win-back flow in Klaviyo, using the ‘Subscription cancelled on Recharge’ metric as the flow trigger.
Klaviyo campaigns
Alternatively, you could segment inactive subscribers in Klaviyo using Recharge custom properties, targeting them with a one-time win back campaign.
Win-back email best practices
When creating your own win-back emails in Klaviyo, consider the following best practices:
- Use a personalised subject line that creates a sense of urgency.
- Don’t forget to customise each email’s preview text.
- Ensure your emails are visually interesting and aligned with your brand guidelines.
- Use a customer’s unique shopping history to create a tailored email that resonates with the recipient—including relevant product recommendations and tailored incentives.
- Include a clear call to action linked to a Recharge Win Back landing page, positioned close to the incentive to re-engage.
Summary
In addition to enabling subscription retailers to regain lost revenue, winning back churned customers is an opportunity to strengthen your brand, build better customer relationships, and drive sustainable growth.
Ultimately, you want to make it as easy and compelling as possible for a churned customer to re-subscribe. With the Recharge-Klaviyo integration, retailers are empowered to provide a seamless and effective win back strategy, tailored to individual subscriber needs.
Leverage the Recharge-Klaviyo integration with Swanky’s ecommerce growth team
As a leading Recharge agency in EMEA and an official Klaviyo partner, Swanky is well positioned to help businesses make the most of the Recharge-Klaviyo integration.
Reach out to our team of ecommerce growth experts today to find out how we can help you leverage these powerful tools to win back churned customers and recover lost revenue.
