The Marketing Millennials Go-to-Market Plays #4: How to Execute a Comeback Campaign
Apr 23, 2025
Tamara Grominski, an award-winning product marketer, discusses the power of Comeback Campaigns aimed at re-engaging lapsed customers. She highlights the art of creating FOMO to remind users what they miss out on. Strategies include personalized messaging and real-world examples like Brooklinen's heartfelt emails. Tamara also shares how gentle nudges, such as those from Slack, can effectively reactivate users while keeping brand voice consistent. It's all about making customers feel valued and excited to return!
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Comeback Campaign Insight
- The Comeback Campaign focuses on winning back lost or inactive users rather than acquiring new ones.
- It taps into emotional, relevant, and frictionless messaging reminding users what they are missing.
Brooklinen's Playful Winback Email
- Brooklinen uses a playful "We miss you" email that reflects their tone and invites customers back.
- This simple approach keeps the brand top of mind without being pushy.
Slack's Gentle Product Nudges
- Slack nudges inactive users in-product offering easy reactivation without pressure.
- They use momentum psychology to encourage engagement without asking why users left.