Case Study: How Lightshade Increased Win-Back Revenue x2 with 3-Part Email Series
Challenge:
- Lightshade was executing one Win Back email campaign that was succeeding in driving revenue, but could it be doing better? Is there more opportunity to drive revenue while urging lapsed customers to come back and shop?
Objective:
- Increase revenue with a revamped Win Back strategy.
Strategy:
- Diversify Win Back messaging and segmentation strategy, hitting contacts within the Absent, Highly Absent, and Gone AIQ Lifecycles with an increasing discount strategy:
- Absent Lifecycle Stage (time between purchases is 150% longer than normal) – No unique discount. Promoting ongoing bulk/low-pricing available every day at Lightshade.
- Highly Absent Lifecycle Stage (time between purchases is 175% longer than normal) – 25% off a $50+ purchase. Expires after 30 days.
- Gone Absent Lifecycle Stage (time between purchases is 200% longer than normal) – 30% off a $50+ purchase. Expires after 30 days.
Execution:
Past Win Back Creative & Results:
- Sent to Lifecycle Absent group in AIQ
- Campaign Executed from 01/2022 – 04/2023
- Subject: We miss you. Save 25% off your next Lightshade purchase.
KPIs:
Sends: 11,758
Revenue: $159,376.15
Campaign Cost: $15.29
Rev Generated Per Send: $13.55
ROI: 1,042,255%
New Win Back Creative:
- Absent – Bulk Pricing Highlight
- Subject: Save money on every visit with ████ ███████
- Preview text: Do you know how to price-hack at Lightshade? Be in the know and get more green for your green.
- Highly Absent – 25% Off on $50+ Purchasers
- Subject: Get rich by spending less money on weed*
- Preview text: *We’re not financial planners; we sell cannabis. We want you to save 25% off your next order.
- Gone – 30% Off Your Next Purchase
- Subject: A 🎁 just for you: 30% Off
- Preview text: It’s been a while. Save 30% off your next Lightshade purchase when you show your budtender this email.
The Results:
One year after launching, the combined revenue attributed to all three Win Back campaigns is over $377,000, with an ROI of 490,541%.
Conclusion:
We successfully increased revenue by increasing the volume of sends and targeting customers within more of Alpine IQ‘s lapsed lifecycle stages.
Get in touch; let’s do great work together.
