Step 1: Identify Churned Customers
- Navigate to your HubSpot Contacts section.
- Filter out contacts based on the last interaction date or purchase date.
- Export these contacts or categorize them under a new list named "Churned Customers" or similar.
Step 2: Define Your Campaign Goals
- Determine the KPIs or objectives you want to achieve, e.g., X% of re-engagements or X number of renewed subscriptions.
Step 3: Segment the Churned List
- Segment based on the reason for churning (if known) such as pricing, product dissatisfaction, etc.
- Consider segmenting by the customer's lifecycle stage, value, or time since last interaction.
Step 4: Develop Your Reactivation Message
- Create targeted messages for each segment. Ensure they address the specific reason for churning.
- Offer incentives such as discounts, new features, or loyalty bonuses to entice them back.
Step 5: Design Your Email Template
- Navigate to HubSpot’s email tool and create a new template.
- Ensure the design aligns with your brand and the tone of your reactivation message.
Step 6: Create the Reactivation Workflow
- Go to the ‘Automation’ tab and select ‘Workflows’.
- Opt for ‘Start from scratch’ or use a template if available.
- Set the enrollment trigger based on the "Churned Customers" list.
- Add your reactivation emails in the workflow.
- Space out emails with adequate time gaps and include decision branches based on interactions (e.g., send a follow-up if the recipient opened the previous email).
Step 7: Monitor Responses & Interactions
- Keep an eye on open rates, click-through rates, and the number of customers who re-engage.
- Track the feedback or reasons given by those who respond.
Step 8: A/B Test Your Campaign
- Create variations of your emails with different subject lines, content, or offers.
- Monitor which version yields the best results.
Step 9: Optimize Based on Feedback
- If you’re receiving feedback from customers on why they churned, use this information to refine your campaign or make changes in your service/product.
Step 10: Analyze & Report Results
- After the campaign is concluded, measure its success based on your KPIs.
- Use HubSpot's analytics tools to generate detailed reports.
- Identify areas of improvement for future campaigns.
Step 11: Incorporate Feedback into Business Strategy
- Use insights from the reactivation campaign to make necessary changes in other areas of your business, such as product development, customer service, or pricing strategies.
Step 12: Regularly Update the Churned Customers List
- Continually add to and refine your list of churned customers to ensure you're always targeting the most recent and relevant audience in future reactivation campaigns.
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