WINBACK CAMPAIGNS VS. RE-ENGAGEMENT CAMPAIGNS

Summary from the TLDR Marketing newsletter

Both winback and re-engagement campaigns aim to increase lapsed engagement. However, these two terms aren’t interchangeable. Re-engagement campaigns tend to be centered on a single marketing channel. For example, sending a targeted email to re-engage customers who once reliably opened emails but no longer do. A winback campaign takes a more holistic approach to the customer-brand relationship. The goal is less focused on a particular marketing channel and more on increasing overall engagement across all channels. The intention is to increase customer LTV.