Steve Hutt 6 minute read

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How to Use a Lapsed-Purchase Campaign to Increase Customer Retention
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A bar graph illustrating the effectiveness of a lapsed-purchase campaign in boosting customer retention rates.
In This Article
How to Identify a Lapsed-Purchaser
How to Quickly Get Started on a Lapsed-Purchase Campaign
Best Practices for Creating the Lapsed-Purchase Campaign that Wins Them Back
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Whitney Blankenship

Content Marketing Manager

Reading Time: 6 minutes

Returning customers are, without a doubt, your most valuable customers. We already know that they have higher average order values, and are easier and cheaper to convert than first-time customers.

With what we know about the value returning telegram data customers have, it’s important to recognize when they’re about to churn and how we can win them back. Letting those valuable customers churn completely is simply leaving money on the table.

Luckily, there’s tons of data you can use to see exactly when a customer begins to lapse. The challenge is simply organizing your data to find the patterns that identify lapsed-purchasers for your store.

In this piece, I’ll cover how to identify your lapsed-purchasers with your own data, how to get started on a lapsed-purchase campaign quickly, and how to segment and target your campaigns so they’ll be as effective as possible.

How to Identify a Lapsed-Purchaser
The good news with a lapsed-purchaser is that you already have some data to work with. You know when they purchased, what they’ve purchased, and what interests them.

The first thing you should do is look at your own purchase data to see what defines a lapsed-purchaser for your store, as every customer journey looks different based on your brand, products, and customer demographics.

Not all products have the same lifespan—the customer journey can change based on seasons, promotions, products, price, and etc. Selling high-end luxury products will have a longer lifespan than high-consumption beauty and wellness products. Think about how long it should take for your customers to need more from you, and use marketing automation to anticipate those needs.