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 reduced 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.

Finally, and this is often overlooked, make it easy for them to re-engage. Simplify the purchase process, offer flexible payment options, and provide excellent customer support. A clunky website or unhelpful support team will quickly undo all your reactivation efforts. We also recommend including a clear ‘unsubscribe’ link in all communications to respect customer preferences and maintain a healthy sender reputation.

To maximise your return, start by auditing your existing customer data. Identify your lapsed segments, map out their customer journeys, and then design targeted reactivation campaigns. A well-executed reactivation strategy isn’t just about winning back lost business; it’s about building stronger, more lasting customer relationships.