Define the scope and boundaries of email win-back campaigns so that responsibility for it is unambiguous.
Building Strategies to Win Back Inactive Customers by Email
An applied course in email win-back campaigns built around the decisions practitioners actually face.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on email win-back campaigns before speaking to anyone. A message about the practice within marketing and commercial practice that tries to reach everyone reaches nobody. The material serves both public bodies and commercial organisations dealing with this part of marketing and commercial practice. Buying a tool rarely fixes email win-back campaigns; the underlying capability has to be built internally first. It treats the practice within marketing and commercial practice as an operating discipline and equips participants to run it as one. Mature organisations treat the wider marketing and commercial practice agenda as a standing capability rather than a project that finishes. Sessions alternate between guided analysis of email win-back campaigns and supervised application. The course leaves participants able to diagnose weaknesses in this aspect of marketing and commercial practice before they become incidents. The final module sets out how progress on the marketing and commercial practice capability will be evidenced six months later.
Expected Learning Outcomes
Set measurable objectives for email win-back campaigns tied to revenue rather than reach.
Build the reporting on email win-back campaigns that supports a spending decision.
Estimate what email win-back campaigns costs to run properly, and what is lost when it is not.
Measure customer lifetime value arising from email win-back campaigns, not first-order revenue.
Design the retention and win-back approach for email win-back campaigns.
Establish escalation routes for email win-back campaigns that work outside normal hours.
Who Should Attend
Newly appointed managers taking on email win-back campaigns for the first time.
Founders and owner-managers running email win-back campaigns personally.
Account managers responsible for retention within email win-back campaigns.
Business development managers pursuing opportunities in email win-back campaigns.
Specialists advising senior management on email win-back campaigns.
Product managers whose proposition depends on email win-back campaigns.
Course Modules
Email win-back campaigns: audience definition and segmentation
2 sessions · 8 pointsSession 1Measuring email win-back campaigns when attribution is imperfect
- Name a single owner for each element of email win-back campaigns.
- Define the handover point between marketing and sales in email win-back campaigns.
- Test the procedure for email win-back campaigns against a realistic scenario.
- Write the positioning claim for email win-back campaigns and test whether a competitor could say it too.
Session 2Getting other functions to support email win-back campaigns
- Build the content that answers the buyer's real question about email win-back campaigns.
- Check that records of email win-back campaigns answer the questions likely to be asked.
- Identify where judgement in email win-back campaigns is legitimate and where it is not.
- Compare the cost of email win-back campaigns with the cost of its absence.
Email win-back campaigns: channels, content and creative
2 sessions · 8 pointsSession 1Defining the audience for email win-back campaigns narrowly enough to matter
- Build the report on email win-back campaigns that answers whether to spend more or less.
- Document the sales process for email win-back campaigns so a new joiner can follow it.
- Establish the boundary of email win-back campaigns and record what sits outside it.
- Map the decision journey for email win-back campaigns and mark where the choice is actually made.
Session 2Where email win-back campaigns typically breaks, and why
- Choose the next segment for email win-back campaigns and state why it is next.
- Set the discount authority for email win-back campaigns and require justification.
- Review whether short-term tactics on email win-back campaigns are damaging the brand.
- Script the three most common objections in email win-back campaigns and the responses.
Email win-back campaigns: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Choosing channels for email win-back campaigns on evidence
- Decide what will be stopped to create capacity for email win-back campaigns.
- Design the retention action triggered when a customer of email win-back campaigns goes quiet.
- Compare cost of acquisition against value in email win-back campaigns.
- Agree the attribution model for email win-back campaigns and state its known limits.
Session 2Handling the objection to email win-back campaigns that ends most conversations
- Review whether email win-back campaigns is aligned with the objectives of the commercial team.
- Write down the assumptions underpinning the approach to email win-back campaigns.
- Collect evidence on the present handling of email win-back campaigns before proposing changes.
- Describe the buyer for email win-back campaigns specifically enough to name who is excluded.
Email win-back campaigns: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1The cost of email win-back campaigns and how to present it
- Confirm that contractual obligations around email win-back campaigns are understood.
- Confirm that reporting on email win-back campaigns reaches the people who can act.
- Anticipate the objections email win-back campaigns will raise and prepare the answers.
- Select channels for email win-back campaigns based on evidence, then cut the rest.
Session 2The claim about email win-back campaigns competitors cannot copy
- Verify six months later that changes to email win-back campaigns have held.
- Measure lifetime value from email win-back campaigns, not just first purchase.
- Draft the minimum viable go-to-market plan for email win-back campaigns.
- Estimate the resource email win-back campaigns requires to run as designed.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.