Each client in the company's database has its own period of activity

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To bring back "sleeping" customers, marketers conduct reactivation - user return.


In this article, we will tell you how to wake up "sleeping" subscribers and reanimate your customer base; how to write to a user who has not made an order for a long time; we will give examples of reactivation campaigns and increasing the effectiveness of reactivation.

Why Reactivate Your Customer Base
First, let's figure out what it means to reactivate clients and what is database reactivation. This method helps accounting directors email list to return inactive or lost users who have stopped buying products, opening and clicking on offers in newsletters. The more such clients there are, the more noticeable the decrease in profits.


Usually, its peak is detected immediately after a subscription or purchase. At this point, a person shows curiosity, gets acquainted with the specifics of the brand's work, studies offers, tries a product or service. The client actively responds to emails and follows links, but over time, his interest may decrease or disappear.

Conventionally, such inactive users can be divided into two groups:

"Dead" - do not communicate, do not open letters, do not answer calls. Often the mailbox is abandoned, hacked, does not work. The phone number has changed.

“Sleeping” ones - initially respond to calls and mailings, but disappear after 3-4 months.

This happens when a brand, product or service is no longer relevant to them.

For example, the consumer has matured and moved to another segment of the target audience, or their question is no longer relevant and your services are no longer interesting. Then it will no longer be possible to return a client who has left.

Let's imagine that you have an outsourced accounting company. And a regular client stopped opening messages and ordering services. He hired a full-time accountant and solved his problem, but forgot to unsubscribe from the mailing list and simply stopped reading letters. Over time, the number of such users grows, and in order not to waste budget and time on messages to "dead" subscribers, the base should be cleaned.

According to Frederick Reichheld's research, regaining the loyalty of 5% of "sleeping" customers leads to revenue growth of 25-95%, and creating permanent connections with a new buyer costs 5-16 times more than reactivating "sleeping" ones.