I would like to do a test with a winback campaign to reactivate sleeping customer. I created a list of people who paid order after 1 jan 2023 and before 1 june 2024. This gives ± 4000 customers.
I would like to start with a small batch, lets say customers from 1 april 2024 untill 1 june 2024. If I see this is bringing some revenue, then I would go to the period of 1 feb 2024 untill 1 june 2024. However, do the people from the first run then get the same email twice? Or should I make a filter from 1 feb 2024 untill 1 april 2024. However if I select this and the customer did an order around 15th of May, then this email was not relevant for them.
I hope I make a clear view of my question but if you have any alternatives, please let me know!.
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Hey @Renegp
Welcome to the community
Instead of campaign, I would suggest you create a winback flow triggered by a segment - lets say placed order atleast once in the last 2 years (or the dates you specified), however this depends on the lifecycle of your product. This article explains How to create a winback flow in more detail.
If these profiles still dont engage with your content (open or click your emails) or place any order, than I would suggest you send them through sunset flow. The idea behind this flow is to give them one last opportunity to engage with your content and if they still don’t, its better to manually suppress them, as you are paying for these customers (to Klaviyo) and they are not interested, so they are no of good to you anymore.This article explains How to create a sunset flow
I hope this helps
Cheers
Arpit
Hi Renegp,
Once you have sent the email, you can create a static list of all contacts who you have sent this to and the exclude this from any future campaigns. You can do this by selecting the number underneath your performance metrics and then select export CSV (see image below).
But i would suggest you create the static list only from customers who have opened the campaign, and try again on those who havent opened it. I would just switch the subject line and preheader so it has a new look and feel.
Hope this helps,
Alex
Hi @Renegp
In my opinion, a campaign is the approach to use for historically lapsed customers. And test sending to sample audiences is the way to go!
However, adding a winback flow suggested by @ArpitBanjara is best moving forward after the campaigns so you can automate the process. So too is a sunset flow to keep your lists clean and optimise deliverability,
To your specific question, a simple approach for targeting your winback campaign is to create segments like the one below. This example (winback_audience_March_May_2024) will target any customer who placed an order between 1st March and 31st May but has not ordered again after that final date. I prefer to use calendar months…
Ensure your campaign is set to update the segment prior to sending so recent re-purchasers that sneak in after May 31st aren’t included in the send.
If you’ve had good results from the first campaign and you want to target earlier than that:
Create a new segment for any contact who received your first winback email. Let’s call that winback_audience_March_May_2024_received
Create a new segment with any customer who placed an order between 1st January and 31st March but has not ordered again after that final date. Let’s call that winback_audience_January_March_2024
In your 2nd campaign - winback_audience_January_March_2024 - exclude the segment winback_audience_March_May_2024_received
The above will ensure there won’t be any crossover (duplicate emails received) across campaigns even if a customer purchased within both segment periods.
if the metrics support it, repeat as required, adding appropriate campaign segment exclusions as you go.
I hope that helps (and makes sense), and good luck!
