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- [00:02]
Daniel
What is up, marketing besties? We are kicking off a brand new mini series called Go to Marketplace where we break down one go to market move in under 10 minutes. Real tactics, zero fluff, just the kind of stuff you actually use to launch smarter, grow faster and win your market. And joining me for this whole series is someone who lives and breathes Go to Market, Tamara Graminski. She's an award winning product marketer, former VP of product marketing at Kajabi, and one of the sharpest minds in the game. Let's get into it. We are back with another episode of Go to Marketplace in 10 minutes or less. And today we're flipping the funnel upside down. We're not talking about how you can acquire new users, but we are talking about how you can win back the ones you've already lost. I'm talking about those Churn customers, inactive users, or those people who are ghosting you. And to help us bring them back from the dead, we've got the legend, Tamara Graminski. Tamara, tell us about what is a comeback campaign.
- [01:16]
Tamara Graminski
Okay, thanks for having me again and just really fun. And I would say often really like super successful play because it's very overlooked by marketers. Right. So as you mentioned, most of the time we're focused on the top of the funnel, right. On getting those net new leads and then converting those leads. But sometimes your best opportunities actually come from people who already know who you are, they've already used your product and bonus points if they've even paid you before. And so the Comeback campaign, as I'm calling it, is really your go to market play to re engage, reinspire and reactivate those users before they disappear forever. So at its core, a Comeback campaign is really about one thing. It's about reminding people why they signed up in the first place. Right. And what they're missing now. And so why I love this for this episode is you can run this in a variety of ways. This could be an email campaign, this could be in app nudges, it could even be ads targeted to Churn users, or I've seen companies run all three in a coordinated motion. But you really can choose the channel of your choice, regardless of channel. In order to work, it needs to be emotional, it needs to be relevant, and it needs to be frictionless for someone to return.
- [02:35]
Daniel
Yeah, and one of the things I used to do at the companies I've been at, especially for Churn customers, is we used to have lost reason. And sometimes those lost reasons are things you can't control. Maybe budget got cut at that Point in time. Maybe it was economical, maybe it's product focused. But if you get those reasons you can and collect those, you can find out what to do these comeback campaigns on. So I think one of the things that I have seen work very well is especially for those churned customers have that. But I also love showing X subscribers ex customers what they are missing out on. So do you have some real examples of companies who have done this? Well, what does a great comeback campaign look like to you?
- [03:26]
Tamara Graminski
Absolutely. And we're going to talk about those churn reasons later on too. But I've brought two examples with me today. I've got a B2B example and a B2C example. First, I brought an example from a company that I personally love, Brooklinen. So for those that don't know, Brooklinen is a direct to consumer company that sells bedding. I bought all of my bed sheets from them and they have a really fun play on the classic we miss you email. Absolutely. We miss you email is pretty well known in comeback campaigns. Lots of companies use it but I find them to often be very generic and so I love Brooklyn Ins and I brought an example to actually show you. Daniel, I know we can't always show the audience but what it says I'll read it out to you is it says we miss you so right to the point. But then it goes so we took a little break. No big deal, let's put it behind us. And then the CTA says let's make up. I love it because it's fun, it's playful, it reflects their tone and voice and it's really just quite simple to keep the company top of mind with past customers.
- [04:31]
Daniel
Yeah, I really love the one point you made also of tone of voice. I think if you're gonna do win back campaigns this is also not a place to stop doing your branding and being on brand and being on tone of voice. I think people miss things that they have to do the best practices here and even though it's a best practice, you hear people say do a one back email. You have to do it in a way that feels on brand for your your customer. And and this one is just light hearted, it's on a hard sell. They just trying to be cute with it. So I think it's just a gentle nudge which I what I like about it.
- [05:13]
Tamara Graminski
Exactly. So now I brought a B2B example as well and I think that Slack does a really great job with the comeback campaign. And so instead of email which we looked at as the channel for Brooklyn and Slack actually does it in product, right? So if your workspace in Slack goes inactive, they'll nudge you with a few little things. So they'll say, looks like it's been a while, do you need a fresh invite link? Or your team hasn't been active, do you want to clean things up and relaunch the workspace? And so Slack is using something called momentum psychology to lower the barrier to reactivation. And Slack is free for most people, right? So it's not about asking them to purchase something again, it's about asking them to come back and engage again. And so with momentum psychology, it's not saying like, why did you leave? It's not trying to collect those churn reasons. It's just saying, do you want to pick this back up? Do you want to come hang out again? And so it's a nice again, just like Brooklinen, like gentle invitation to come back.
- [06:10]
Daniel
I like both these examples are low friction, low barrier. They also very gentle. They're not hard sell, they're not pushy, they're not trying to sell you. But at the same time, they're both on brand for both these brands. But I want to start like, let's say someone wants to run their own comeback campaign. I know Brooklyn did a good job. Site did a good job. But where should people who are listening start?
- [06:38]
Tamara Graminski
This is a great question. We want to make this as actionable as possible. And so what you want to do is you want to anchor your message in something meaningful, something that gives the user context, relevance, and most importantly, a reason to act. And so I've brought three smart anchors that they could build around. The first one is an incentive or a special offer. Sometimes people just need a nudge or a limited time offer or reason to re engage. And so this could be anything, like a discount on a paid plan. It could be a free bonus if they come back, or even early access to something new that might be coming around the corner. And again, now you're not bribing them, you're just reducing the risk of them coming back. And to go back to that Brooklyn email, I loved the Brooklyn email. It was really fun and playful. But it could have been even stronger if it also offered me maybe 10% off my next order, giving me that specific reason to act. The second anchor you could use is a timely occasion or moment, right? So you can use the natural momentum in the calendar or in the business to kind of re spark interest. And this can be something that's happening in your business or in the business of your customers. So this could be, hey, it's New Year's or it's back to school or it's a holiday like Black Friday or even like your customer's birthday, right? It gives you a why now Moment that helps the comeback campaign feel less random. And then finally, and I love this one because we painted at the very beginning a new feature or a big update. So if your product has changed since the customer left, you can highlight what's new. And I always like to say here's what's new, but also here's why it matters to you. And that's where if you have this churn feedback or cancellation feedback, you can really make it relevant. So if we know that they left because of a missing product functionality or maybe Daniel, to your point, they left because of price and now you're introducing a lower price plan is a perfect reason to reach back out to that customer and to try to get them to come back.
- [08:41]
Daniel
One last thing I will add is a lot of like comeback things. Comeback campaigns are not only if someone has ghosted, they could also be used. For example, Uber does this really well. As if you like cut out the app and you were about to take a ride, they will push you back back in the app and they know they're going to lose you for that ride. So they rather offer you like a cheaper price at that time. So that's another thing. Also when back for email is a great for say your subscriber list newsletters is a great way to do that too because you also want to know who on your list is not engaged or not. And even if they reapply, they re engage and unsubscribe or they re engage and you get a small amount coming back, you want to know who's not because you want to start focusing your messaging and your email deliverability and all that stuff to people who actually matter. So win Back is also really great for for if you have a newsletter or an email list that you that people aren't engaging. But I know tomorrow went deep in what a comeback campaign is and that hopefully we got this under 10 minutes. Remember, three three things lead with emotion, anchor your message in something real and make people make coming back feel like the easiest decision they'll ever make. You don't need to win over strangers. You just need to rewind people who already said yes in the past. So thank you Tamara again for coming on the episode. Thank you for everybody listening. And we'll be back next week with another go to Marketplace. Thanks so much for listening. Keep tuning in to hear more great insights from the coolest marketers from around the world. If you haven't already, make sure to subscribe and follow the Marketing Millennials podcast on Apple Podcasts, Spotify, YouTube, or wherever you get your podcast. And if you like what you hear, I would greatly appreciate you giving us a five star rating. It helps bring more marketers into our community.