Podcast 25: How to Actually Make Money with Your Win-Back Campaign

How to treat your win-back campaign as a discount ladder, with every rung designed to retain customers and make you more money.     EXCLUSIVE RESOURCE: Want the win-back email template Drew shows off in this episode? Click here download it as a PDF! Also includes the full transcribe from this episode. Subscribe: iTunes | Stitcher One win-back email is good. But even better? How about a chain of emails designed to escalate your win-back offer the further the customer slips away? Using a discount ladder is the key to making money with your win-back campaign. Tune in to see how Drew set up such a campaign for a large-scale retailer. Plus, his insights on using your remarketing audience in Facebook Ad to win-back customers. Highlights 00:30 – Discount ladders in the form of win-back emails 01:08 – The problem with most win-back emails 01:30 – Full walkthrough of an anti-defection discount ladder Drew set up in Klaviyo 03:15 – A/B testing every rung of the ladder 03:55 – Pulling this full strategy from email over to Facebook Ads 05:52 – Suggestions for more discount ladder info Links / Resources Want to use the Karmaloop email featured in this episode as a template for your own business? Click here download it. Klaviyo For more on Discount Ladders, check out Episode 1 (intro to discount ladders), Episode 2 (getting started), and Episode 3 (win back case study). For more on how to use your email platform to boost revenue, check out Episode 23 on dynamic ascending offers. Transcript Prefer to read rather than listen to the podcast episode? No problem, you'll find a text transcribe below, and you can also download it for later. → Read the Transcript Hey everybody, this is Drew Sanocki, nerdmarketing.com, and we're talking about discount ladders on the podcast. One thing I want to do today was give you a number of examples of good discount ladders or usage of discount ladders so you kinda get the idea of what the hell I am talking about. And without further ado, we're gonna go to the screen flow, here, and I'm gonna walk you through some discount ladders. So first, you know, a great example, or great opportunity where you can use discount ladders is in Win-Back emails. Win-Back emails are the ones that are sent out to customers who haven't bought from you forever in an attempt to sort of win them back into the fold. And, you know, I Google Win-Back emails and you're gonna see a lot of examples here. Here's ones from Eventbrite with their Win-Back. And here's one from Social Sprout and Postagram, and like everybody does a Win-Back, right, you know? What can we do to win you back? Where ya been, yadda, yadda, yadda. Dropbox does one. Want to download this transcribe for later? Click here for an easy PDF download. My issue with these is they leave money on the table, right? Maybe they are not awesome. Because they're a single email. If you take everything we've learned about a discount ladder and make the single email into a series, you're just going to do that much better at capturing or re-capturing that customer. For example, here's one I built out for a fairly big online retailer. It is a Win-Back, I am trying to win back everybody who has purchased one or, one time and has not purchased a second time, I'm tryin' to get that second purchase. And what I've done is I've figured out that these customers for this retailer order roughly every 30 days. So if 30 days has come and gone and they have not ordered, they're not likely to order from us again. Perfect opportunity for a, it's called an anti-defection discount ladder. And you can see I'm using Klaviyo here to set up this automated campaign in Klaviyo, it's called a flow. My first email goes out 30 days after purchase and it only goes out to people who have not purchased in the last 30 days. And it's a simple 10% off offer. We're now gonna think in terms of our ladder,