🟣 Issue No. 22: The REALIGN Framework: Win Back Customers Without Pressure

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REALIGN Framework: A System for Bringing Back Lapsed Customers

If you’re a wellness brand today, subscriptions should be your primary growth engine. However, there’s a segment of customers who just don’t want to subscribe (I get it, I’m one of them!). To serve these customers effectively, you need a strategy for keeping them engaged without a subscription, especially as they start to drift from their typical buying rhythm. That’s where win-back campaigns come in - to bring these customers back into your orbit with a smart, respectful approach.

Meet REALIGN, a framework for effective customer win-back strategies. Each step in REALIGN will help you reconnect with lapsed customers, keeping your brand top of mind and your customer relationships strong.

REALIGN Framework for Effective Customer Win-Backs

1. R – Recognize Buying Patterns
   Start by identifying the natural rhythms in customer purchases, whether they’re monthly, quarterly, or annual. Recognizing these patterns lets you segment customers effectively and reach out just before they’re likely to need a refill.

   • Example: Segment customers who buy supplements every 90 days. If it’s day 95 with no new order, they’re tagged for a reminder flow.

   • How: Most email service providers (ESPs) allow segmentation based on purchase behavior, so you can easily identify patterns across customer segments.

2. E – Engage with Contextual Messages
   Once you’ve identified a customer’s buying cadence, set up a friendly, contextual check-in that feels like a natural touchpoint, not a hard sell. This initial message acknowledges their usual cycle without pushing an immediate purchase and can appeal to their values or identity.

   • Example: “Hey [Customer Name], noticed you might be running low on [Product]. Ready to continue your wellness journey?”

   • How: Your ESP or SMS service provider can automate these sequences. Thoughtful timing and messaging make all the difference.

3. A – Automate Segmentation
   Build automated segments based on different buying frequencies, such as 30, 60, or 90 days. As soon as a customer slips out of their regular pattern, they’re automatically added to a win-back segment, prompting a gentle reminder.

   • Example: A 60-day customer segment receives a reminder if they haven’t repurchased by day 65.

   • How: Your ESP likely offers dynamic segmentation options that automatically adjust based on customer behaviors.
     

4. L – Leverage Initial Offers
   If a check-in doesn’t lead to a purchase, follow up with a low-commitment incentive, like a small discount or loyalty points. This offer builds goodwill, making it easier for them to return without feeling pressured.

   • Example: “Enjoy 10% off your next order of [Product] to help you get back on track.”

   • How: Consider linking your ESP to your loyalty program to offer rewards for engagement, fostering a sense of value and appreciation.
     

5. I – Incrementally Increase Offers
   If the initial offer doesn’t work, increase it gradually. This keeps customers engaged by creating a sense of value and progression without coming across as desperate.

   • Example: If they haven’t responded to a 10% discount, try 15% off with a message like “Just for this week—an extra thank you!”

   • How: You can set this up within your ESP or SMS provider to manage incremental offers, which shows commitment to bringing them back in a thoughtful way.
     

6. G – Give a Final ‘Best Offer’ Push
   When all other offers are ignored, this is your last chance to re-engage. Present a meaningful, time-limited offer to create urgency and let them know it’s their final chance for an exclusive discount.

   • Example: “Last chance! Take 20% off today only. Let’s get you back on track with [Product].”

   • How: Consider adding a countdown in the email or SMS for urgency. Your ESP or SMS provider may support this kind of timed messaging.
     
     

7. N – Nurture with Follow-Ups & Review the Cycle
   After the final offer, pause messaging briefly, then re-enter them into a refreshed cycle if they remain inactive. Each cycle should use insights from past engagements to keep messaging relevant and respectful.

   • Example: Wait 30 days before restarting the cycle, updating the messaging to reflect new product features or seasonal relevance.

   • How: A feedback loop is essential. Use any insights from previous cycles to refine your approach, keeping it customer-focused.

Summary of Tools for REALIGN Framework

1. R – Recognize

2. E – Engage

3. A – Automate Segmentation

4. L – Leverage Initial Offers

5. I – Incrementally Increase Offers

6. G – Give Final Offer

7. N – Nurture

The REALIGN Framework enables wellness brands to design win-back flows that feel thoughtful and customer-centric. By providing value through each step and respecting individual preferences, you’re not only driving re-engagement but also reinforcing your brand’s commitment to supporting their wellness journey. This approach will keep you top of mind, aligned with your customers’ values, and ready to welcome them back anytime.

On the Pod 🎧

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