A marketing campaign specifically targeted at former customers or lapsed subscribers, aiming to re-engage them and bring them back as active customers.
Why it matters
Re-engaging a former customer is often more efficient than acquiring an entirely new one, since a win-back audience already has some familiarity with the product and a documented reason they may have left, which can be directly addressed.
In a sentence
"The win-back campaign specifically addressed the pricing objection that showed up most often in our exit surveys."
Related terms
- Often confused with: Retargeting (a win-back campaign specifically targets past, lapsed, or canceled customers; retargeting more broadly targets anyone who engaged with a brand, whether or not they were ever a paying customer).
- Synonyms: Reactivation campaign.