A win-back campaign to convince your customers who lapsed.
Use product improvements as a reason to win back customers who experienced the old version.
Say a protein brand keeps hearing the same complaint:
“Your bags don’t reseal properly.”
Some customers who bought the old packaging never reordered.
The brand may not know why.
Six months later, it launches a redesigned bag with a better seal.
Most brands treat that as product news:
“Introducing: our new packaging.”
But there’s a more interesting audience for that announcement:
Customers who bought the old version and haven’t reordered within the expected repeat-purchase window.
Instead of another:
“We miss you! Here’s 15% off.”
They have a specific reason to reach out:
“You asked, we fixed it. Our new bags actually stay sealed.”
You won’t always know why someone stopped buying.
That’s okay.
Start with customers who experienced the old version and haven’t returned when you’d normally expect them to.
If support tickets, surveys, or customer feedback tell you exactly who complained about the issue, even better. You can make the segment more precise.
And this isn’t limited to packaging…
- Shipping got way faster? Go back to customers who experienced the old delivery times.
- Added a requested size? Tell previous customers who didn’t have that option.
- Fixed an annoying product issue? Tell customers who bought the previous version.
The improvement gives you something most win-back campaigns don’t have:
A brand new reason to reconsider the brand.
Action Item:
The next time your team makes a product or customer-experience improvement, ask:
Who experienced the version before we fixed it?
Start with customers who bought before the change and haven’t repurchased within their expected buying window.
Then, test the improvement itself as the reason to come back.
