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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Quick takeaways
- The Comeback Campaign effectively targets lapsed customers by reminding them of their previous positive experiences with the product through personalized communication.
- Successful examples like Brooklinen and Slack illustrate low-friction strategies that enhance user re-engagement by emphasizing emotional connection and seamless return processes.
Deep dives
The Concept of Comeback Campaigns
The Comeback Campaign is a strategy designed to re-engage customers who have previously interacted with a product but have since stopped using it. This approach emphasizes the importance of targeting individuals who already have familiarity with the brand and its offerings. By utilizing personalized communication, such as email campaigns or in-app nudges, businesses can remind previous users why they signed up and what they miss by not using the product. The campaign should aim to be emotional, relevant, and frictionless, facilitating an easier return for the user.
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