Re-engaging lapsed customers is an easy and cost effective way to develop your audiences. These customers have engaged with you and bought from you in the past, so they are a great segment to reignite!
Before you start a re-engagement campaign, you will need to identify which customers are not booking regularly. You can create a report in Ticketsolve to identify your lapsed customer segment and then target them through a Mailchimp re-engagement campaign.
How to create the report
Go to Manage > Reports > Your Reports
1. Click on + Add new on top righthand side of the page.
2. Select Report
3. In the Add new report tab, fill in the (required) information including:
- Report title: For example, "Lapsed Customer Segment".
- Report folder
- Report type: Select Line Item Facts
You can also add a Description if you wish but this is not required.
4. Click the Save button.
Now you need to set the filters for the report.
1. Click the Edit filters tab.
2. Click the blue Add New button.
3. In the Search box type in 'opt' and select the opted in for email filter.
4. In the pop-up box, turn on (blue) the toggle for the "Opted in for email that is set to... "
5. Click Save.
6. Click the blue Add New button again.
7. In the Search box type in 'customer last' and select the customer last purchase on filter.
8. In the pop-up box, in the Operator dropdown, select is before or on.
Next you need to set the date. The date will depend on how you define a lapsed customer. So if you are looking to target customers who have not purchased in 2 years, you will need to set the date to before that date. So in our example, our "customer last purchase on . . . is before or on" - 1 March 2019.
9. To set the date, click the calendar dropdown and select the day, month and year.
10. Click Save.
Creating a segment in Mailchimp
Once your report is set up, you can create the lapsed customer segment and push it across to Mailchimp.
Go to Manage > Customers > Customer Email Lists
1. Click the + Add New button.
2. Name your segment (e.g., Lapsed Customer Segment).
3. Click the Add Customer Email List button.
Now you will see a Members section on your screen. The settings in this section will create a tag or segment of customers in the audience (linked to your Ticketsolve account) in your Mailchimp account.
You will see two dropdowns in the Members section:
- Add: Lets you select to Add or Remove a report.
- Blank dropdown: Lists reports that you can add or remove.
1. In the second dropdown, select the report you just created (e.g., Lapsed Customers Segment).
2. Click the Update Email List button.
How to find the segment in MailChimp
When you are ready to create your Mailchimp campaign to win back lapsed customers, you need to login to your Mailchimp account.
1. In Audience, select the audience that is linked to your Ticketsolve account from the dropdown.
2. In Recipients, select the segment you created in Ticketsolve (e.g., Lapsed Customer Segment) from the dropdown.
Finish your content and you are ready to go!
Want to know more?
Help Centre Articles
Lapsed Customers Email Automations
How to Enable Auto Email Opt Ins (a great way to keep new customers from becoming lapsed customers)
Blogs
Using Data to Welcome Back Lapsed Customers and Increase Customer Retention
Future Now: Using Data to Create Repeat Customers and Draw Back Lapsed Customers
Academy Sessions
Deep Dive Into Reporting (covers all reporting, as well as lapsed customer reporting)
Whitepapers
The World of Email Automations
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