Reactivation campaigns are crucial for Australian SMEs. Acquiring new customers is always more expensive than retaining existing ones, so bringing back those who’ve drifted away offers a significant return on investment. However, simply sending a ‘we miss you’ email isn’t enough anymore. To truly convert lapsed customers, we need to move beyond basic outreach and focus on personalised value.

Here’s how to design reactivation campaigns that deliver results. Firstly, segmentation is key. Don’t treat all lapsed customers the same. Analyse their past behaviour – what did they buy? How often? When did they last engage? Group them based on these factors. A customer who made a single, small purchase a year ago requires a different approach than someone who was a regular, high-value buyer six months ago.

Secondly, focus on demonstrating value, not just asking for another sale. Consider offering exclusive discounts tailored to their previous purchases, early access to new products, or a helpful resource related to their interests. Think about what initially attracted them to your business and remind them of that benefit. We’re seeing success with campaigns that offer a ‘welcome back’ bundle – a curated selection of products or services at a special price.

Thirdly, optimise your channel mix. Email is a staple, but don’t rely on it exclusively. Consider SMS marketing for time-sensitive offers, or even retargeting ads on social media. The best channel will depend on your customer base and their preferred communication methods. In 2026, we anticipate increased effectiveness from personalised video messages – a small investment that can yield significant returns.

• Personalisation is paramount: Generic messaging will be ignored.
• Value-driven offers: Discounts and exclusive content are more effective than simple pleas.
• Multi-channel approach: Reach customers where they are most active.

Finally, remember to test and refine. A/B test different subject lines, offers, and channels to see what resonates best with your audience. Continuously analyse the results and adjust your campaigns accordingly. Reactivation isn’t a ‘set it and forget it’ exercise; it requires ongoing optimisation. By implementing these strategies, you’ll be well-positioned to win back lapsed customers and boost your bottom line in the coming year and beyond.

To get started, audit your existing customer data and identify your lapsed customer segments. This will form the foundation for a targeted and effective reactivation strategy.