Winning customers back: how to win back regular customers who haven't been in for a long time.
You win customers back by sorting their list, sending each customer a personal message with a reason to come, and then following up.
Why do customers stay away?
Winning customers back starts with asking why they left, and usually the reason is nothing dramatic: they forgot about you, their life changed or you never got back in touch. This is our experience from working with local businesses, not a measurement.
The most common reasons fall into four groups. Only in one of them does the customer really have a problem with you. In the others, they're just missing a reason to come back.
| Reason | How you spot it | What helps |
|---|---|---|
| Forgot | Came regularly, then stopped coming, no complaint | A friendly reminder |
| No reason | Bought once, never heard from you again | Something new that concerns them |
| Life circumstances | Moved, new job, little time | A simple, quick way to get to you |
| Unhappy | Complained or left after an incident | An honest apology, no offer |
Groups based on experience and recommendation, not on a study.
How do you look at your customer list and sort it?
Open your customer list and sort it by the date of the last visit or purchase. Anything that goes back further than your usual gap goes on a new list. Someone who usually comes every six weeks has been gone a long time after six months. Someone who comes once a year, not yet.
Then split the new list into three groups. That takes an hour and decides which message suits whom.
| group | Label | Tone of the message |
|---|---|---|
| Former regular customers | Came often, then took a break | Personal, you missed them |
| One-time customers | Only came once | Curious, a short reason |
| Unhappy customers | Had a problem | Honest, no offer |
Remove customers from the list who have said they don't want messages from you. Also, only write to people who have given you permission to contact them.
How do you write a win-back message?
A good win-back message uses the first name, says in one sentence that you thought of the customer, and offers a specific, easy next step. It is short, without blame and without pressure. Never ask why someone stopped coming.
Both texts below are examples. Replace names, times and offers with your own.
Example 1: former regular customer
Example. Name, day and time are made up.
Example 2: one-time customer
Example. Name and content are made up.
What incentive can you give without lowering your price?
Give a reason to come, not a discount. In our experience, something new, a free slot, a small extra or an honest question work better than a price cut, because a discount teaches customers to wait for the next discount.
These incentives cost you little and don't lower your price:
| Incentive | Example |
|---|---|
| Something new | A new service, a new product, new hours |
| Free seat | A specific appointment this week |
| A small extra | Something extra on the next visit |
| Question | What was missing for you? |
If a customer stopped because of the price, no incentive will help. A discount only becomes an option if you put a time limit on it and offer it only to this group.
How do you win customers back with SmartChat via WhatsApp?
With WhatsApp marketing from SmartChat, you reach customers on their phones without having to write to each one. SmartChat is a WhatsApp marketing solution for businesses, and messages are only sent via WhatsApp.
Two features fit this topic: Follow-ups send follow-up messages automatically, and the WhatsApp newsletter goes to all contacts with one click. Both only apply to contacts who have signed up themselves and confirmed.
| What | How it works with SmartChat |
|---|---|
| Messages to | Contacts who agreed after confirming |
| Unsubscribe | With STOP |
| Send | Costs no credits |
| Contacts | Unlimited on every plan |
| Outside 24 hours | Messages go out as a template approved by Meta |
| Getting started | Free with no time limit and no credit card |
You can't just write to customers because you have their number. Anyone who hasn't agreed yet won't get a newsletter or follow-ups from SmartChat. Collect new consent for this with a landing page or a QR code, for example on their next visit to your shop.
When is the right time for the win-back message?
Send the message when the customer has time and you have space. During the week, that's often a quiet morning or early evening; at the weekend, rarely on Saturday. This is a recommendation from practice, not a measurement, and you'll find your own timing if you pay attention for two weeks to when replies come in.
A reason makes the timing better than any time of day. A message fits the start of a season, something new or a day with free slots. Don't send all messages on one day, so you can answer every reply quickly.
What do you do after a customer has replied?
Reply the same day, ideally with a specific suggestion rather than a question. Someone who replies to a win-back message has taken a moment, and a late reply wastes that moment.
Then note two things: when did the customer buy again, and what brought them back? After that, they no longer belong on the list of lost customers. If there's no reply, send a second, shorter message after a few days and then leave it there. Only write to that contact again when you have something new.
The customer who comes back shouldn't be forgotten again either. So plan the next message before they've been gone for a long time again.
Frequently asked questions about winning back customers.
When is a customer considered lost?
There is no fixed limit. You set it based on your business: someone who usually comes every few weeks has been gone a long time after six months. Someone who comes once a year, not yet.
Should I offer a discount to win customers back?
No, not as the first step. A reason to come often works better: something new, a free slot or a question. Save discounts for customers who left only because of the price.
How many messages do I send to a customer who hasn't been in for a long time?
One message and, if there's no reply, a second one after a few days. After that, leave the contact alone. Anything more quickly feels pushy.
What do I do if a customer doesn't reply?
Don't take it personally, and don't ask three times. Let the contact rest and write to them again later when you have something new.
When is a customer really won back?
When they buy from you again or book an appointment. A reply to your message is a good start, but it isn't a won-back customer yet.
Do I need SmartChat for this?
No. The steps above work with paper, a spreadsheet and a phone. SmartChat takes care of sending and following up with contacts who have given consent.
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Last updated: By SmartChat Team