![[Segment Examples] Re-engaging with Churned Customers](https://cdn.prod.website-files.com/642aaea322dda262581bd474/64b24bd1d59d8f1e535b6003_Seg7t.png)
Introduction
This article explains the examples of customer segmentation by ECPower aimed at "re-engaging departed customers", and provides ideas for marketing measures.
Repeat Customers x Departed Customers, Loyal Customers x Departed Customers
This is a segment utilizing the RFM (Recency, Frequency, Monetary) concept. Among customers who have not made a purchase for a certain period, we target those who have made repeat purchases in the past or are loyal customers who have made numerous purchases.
Examples of marketing outreaches:
- There's a high probability that these customers might already be using other brands, so sending messages too frequently could be counterproductive. For instance, aim to rekindle interest by providing selective information, such as promotions during new product launches.
- Particularly for the Loyal Customers x Departed Customers segment, they are valuable customers for the store and there likely aren't many of them. It might be a good idea to consider offering exclusive coupons.
Recently Purchased Customers from Re-engagement Measures
It would be a waste to do nothing for the customers who have come back to us as a result of our re-engagement efforts.
For example, by setting up UTM parameters properly in campaign emails, you can identify customers who have returned as a result of the campaign.
Examples of marketing outreaches:
- For customers who have purchased from re-engagement measures, try sending a "Welcome back" message or other tactics to encourage them to become repeat customers and make regular purchases again.
Related Articles
Other examples of segment creation are summarized on this page.
We explain how to create a customer journey for cultivating loyal customers and the concept of RFM segmentation in this article. Please refer to it as well.
