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↺ OUTCOME · WIN BACK CUSTOMERS

Quietly, and without discounting.

The people who came once and drifted are your cheapest revenue and the campaign nobody runs. She re-engages them with a reason to return, not a price cut.

Nina Petrova
11 months quiet
returned+$900
Grace O’Brien
8 months quiet
returned+$900
Priya Raman
14 months quiet
re-engaging
Daniel Okoro
9 months quiet
returned+$900
RECOVERED · NO DISCOUNT GIVEN $8.1k
THE PLAN SHE WRITES

Why they left decides what she says.

A customer who left over price needs a different message from one who simply forgot. She separates them before writing anything.

01
Work out who actually lapsed
Not everyone quiet is gone. She uses your cycle, not a fixed ninety days.
02
Segment by reason, where known
Price, a bad experience, a move, or plain drift — each gets its own approach.
03
Lead with what changed
New service, new hours, a new person. A reason to reconsider rather than a coupon.
04
Escalate the valuable ones
Above a value you set, she tells you to call instead of sending another email.
HOW IT IS COUNTED

A reply is not a return.

Warmth is not revenue. This number moves when they actually come back and spend.

✓
Counted at the purchase or booking
Not at the reply, however friendly it was.
✓
Discounting is off by default
It is a switch you own, not a tactic she reaches for.
✓
Suppression is permanent
Anyone who asks to stop is never contacted again, on any channel.
✓
Value from their own history
What they typically spent, not an average across everyone.

Run the campaign nobody runs.

Your lapsed list is sitting there. She will work it without cheapening you.

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