Summary of "Go-to-Market Plays #4: How to Execute a Comeback Campaign"

The Marketing Millennials podcast, hosted by Daniel Murray, delves into effective marketing strategies with insights from industry leaders. In the episode titled "Go-to-Market Plays #4: How to Execute a Comeback Campaign," released on April 23, 2025, Daniel teams up with Tamara Graminski, an award-winning product marketer and former VP of Product Marketing at Kajabi, to explore the art of re-engaging lost customers through strategic comeback campaigns.

1. Introduction to the Mini Series and Episode Focus

Daniel kicks off the episode by introducing the new mini-series, Go to Marketplace, aimed at breaking down effective go-to-market strategies in under ten minutes. He emphasizes the series' focus on delivering real, actionable tactics without the usual fluff found in many marketing podcasts.

Daniel (00:01):
"Real tactics, zero fluff, just the kind of stuff you actually use to launch smarter, grow faster and win your market."

The episode centers on "comeback campaigns," a tactic aimed at re-engaging churned customers, inactive users, and those who have otherwise disengaged from a brand.

2. Defining a Comeback Campaign

Tamara Graminski elaborates on the concept of a comeback campaign, highlighting its significance in the marketing funnel.

Tamara Graminski (01:16):
"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."

She explains that while many marketers concentrate on acquiring new leads, the most fruitful opportunities often lie with users who are already familiar with the brand, have previously engaged, or even made past purchases. A successful comeback campaign revolves around reminding these users of their initial reasons for engaging and what they stand to gain by returning.

3. Essential Components of an Effective Comeback Campaign

Tamara outlines three critical elements that make a comeback campaign successful:

1. Emotional Connection: The campaign should resonate emotionally with the user, invoking feelings that compel them to reconsider their disengagement.

2. Relevance: The messaging must be pertinent to the user's previous interactions and current needs, ensuring it feels personalized rather than generic.

3. Frictionless Return: The process of re-engagement should be seamless, minimizing any barriers that might deter the user from returning.

Tamara Graminski (02:35):
"In order to work, it needs to be emotional, it needs to be relevant, and it needs to be frictionless for someone to return."

4. Real-World Examples of Comeback Campaigns

To illustrate effective comeback campaigns, Tamara presents two distinct examples from the B2C and B2B sectors.

A. Brooklinen's Playful Re-Engagement

Brooklinen, a direct-to-consumer bedding company, employs a light-hearted approach in their "We Miss You" email campaigns.

Tamara Graminski (03:26):
"The Brooklinen email says 'we miss you' right to the point. But then it goes 'we took a little break. No big deal, let's put it behind us.' And then the CTA says 'let's make up.'"

This playful tone aligns with Brooklinen's brand voice, making the re-engagement feel genuine and non-intrusive. Daniel adds that maintaining the brand's tone is crucial to ensure the campaign feels authentic.

Daniel (04:31):
"This one is just a gentle nudge which is what I like about it."

B. Slack's In-App Nudges Using Momentum Psychology

In the B2B realm, Slack utilizes in-app notifications to prompt users to re-engage with their workspace.

Tamara Graminski (05:12):
"Slack is using something called momentum psychology to lower the barrier to reactivation. They're not asking them to purchase something again, it's about asking them to come back and engage again."

These nudges are subtle invitations, such as offering a fresh invite link or suggesting workspace cleanup, making the decision to return as easy as possible without pressing the user to make a purchase.

Daniel (06:10):
"Both these examples are low friction, low barrier. They also very gentle. They're not hard sell, they're not pushy."

5. Strategies for Crafting Your Own Comeback Campaign

Tamara provides actionable strategies for listeners looking to implement their own comeback campaigns:

1. Anchor Your Message:

   • Incentives or Special Offers: Offering discounts, free bonuses, or early access can reduce the perceived risk of re-engaging.

   Tamara Graminski (06:38):
   "Sometimes people just need a nudge or a limited time offer or reason to re-engage."

   • Timely Occasions or Moments: Leveraging events like New Year's, holidays, or user-specific milestones (e.g., birthdays) can create a natural reason for re-engagement.

   • Highlighting New Features or Updates: Showcasing what's new and why it matters to the user addresses previous pain points and illustrates ongoing value.

2. Ensure Emotion and Relevance:

   • Tailor the campaign to resonate emotionally and address the specific reasons why users disengaged.

3. Facilitate Easy Re-Entry:

   • Streamline the process for users to return, minimizing steps and removing any potential barriers.

Tamara Graminski (08:40):
"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."

6. Expanding the Use of Comeback Campaigns

Daniel adds that comeback campaigns aren't limited to previously churned customers but can also be effective in scenarios like:

• Preventing Immediate Drop-Offs: For instance, Uber offers discounted rides to users who are about to abandon the app mid-transaction.

• Reactivating Newsletter Subscribers: Identifying and re-engaging inactive subscribers helps in maintaining a healthy email list and improves deliverability.

Daniel (06:38):
"Win Back is also really great for if you have a newsletter or an email list that people aren't engaging."

7. Conclusion and Key Takeaways

The episode wraps up with a summary of the essential components of a successful comeback campaign:

1. Lead with Emotion: Create an emotional connection that reminds users why they engaged initially.

2. Anchor the Message Meaningfully: Use incentives, timely occasions, or new features to provide a compelling reason to return.

3. Ensure Ease of Return: Make the re-engagement process as simple and barrier-free as possible.

Daniel (08:40):
"Remember, three things: lead with emotion, anchor your message in something real, and make people feel like coming back is the easiest decision they'll ever make."

Tamara reinforces that comeback campaigns are about rekindling relationships with users who have already shown interest, making the strategy both efficient and impactful.

Daniel concludes by encouraging listeners to implement these strategies to re-engage their own audiences effectively.

Final Thoughts

This episode of The Marketing Millennials provides a comprehensive guide to executing successful comeback campaigns. By leveraging emotional connections, meaningful message anchors, and ensuring a frictionless return process, marketers can effectively re-engage lost customers and foster long-term loyalty. Tamara Graminski's insights, coupled with real-world examples from Brooklinen and Slack, offer valuable lessons for marketers aiming to refine their re-engagement strategies.

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