Reactivation Targets
Top 50 churned customers by historical revenue
50
Target Customers
$17.07MM
Historical Revenue
90 days
Campaign Window
Reactivation targets are selected from the Lost and Hibernating segments:
Segment: Lost or Hibernating
No purchases in over 12 months
Sorted by: Historical Revenue
Highest lifetime value first
These 50 customers represent the highest-value accounts that have gone dormant. If even 20% can be reactivated, it's a significant revenue recovery.
Based on the broader churn analysis, common reasons customers leave:
- Business closed or changed ownership
- Switched to a competitor (price or availability)
- Bad experience with service or delivery
- Changed product needs (no longer use rice products)
- Geographic relocation
The first three reasons are addressable. The win-back campaign aims to identify and convert customers in those categories.
Dedicated reactivation visit with win-back offer
Visit objectives:
- Verify the business is still operating
- Acknowledge the gap in the relationship
- Ask what caused them to stop purchasing
- Present reactivation offer (10-15% on first return order)
- Update contact and address information
Offer structure: The 10-15% discount should be positioned as a "welcome back" incentive, not desperation. Frame it as: "We want your business back, and we're willing to invest in rebuilding the relationship."
Track the following to measure campaign effectiveness:
Contact Rate
% of 50 targets successfully contacted
Still-in-Business Rate
% that are still operating
Reactivation Rate
% that place a new order within 90 days
Revenue Recovered
Total from reactivated customers (6 months)
Win-back campaigns typically see 10-20% success rates. For 50 targets:
Conservative
5 reactivated
10% rate
Expected
7-8 reactivated
15% rate
Optimistic
10 reactivated
20% rate
Even at 10%, reactivating 5 high-value customers could recover significant annual revenue.