Re-engaging Churned Customers: Strategies for SaaS Recovery

In Software as a Service (SaaS), keeping customers is very important. But a study by Bain & Company found that keeping just 5% more customers can increase profits by 25% to 95%. This means that churn management isn’t just a defensive move for SaaS companies; it’s also a chance to grow. The moment a customer leaves, many businesses see them as lost. But if you go about it the right way, customers who have left can often be a goldmine of potential revenue. These people already know your brand. If you fix the problems that made them leave, you can not only get them back, but also make their loyalty stronger than ever.

This article talks about useful ways to get customers who have left back, which can help your SaaS business get back lost revenue and build stronger customer relationships.

Figuring Out Why Customers Leave

It’s important to know why customers left in the first place before you can figure out how to get them back. Some common reasons are:

Expectations Not Met: The product did not give them the value they were hoping for.

Concerns about pricing: the price didn’t seem to match the benefits.

Poor User Experience: People were unhappy because the interfaces were too hard to use or important features were missing.

Poor customer service: Issues that were not resolved or responses that were too slow made people angry.

Ads from Competitors: A rival company provided a better or less expensive option.

When you know these underlying reasons, you can make custom plans to bring back customers who have left by addressing their concerns and showing off your improvements.

Separate and study customers who have left

To get back customers who have left, you need to divide them into groups. Group your customers who have left into groups based on things like

Why Did They Leave? Were they leaving because of price, lack of features, or bad service?

Level of Engagement: Did they use it a lot, sometimes, or not at all?

How long they were a customer: Were they long-term customers or just trial users?

You can tailor your efforts to re-engage with these segments to get the most out of them. For example, to get back in touch with a long-time customer who left because of price, you could offer them a loyalty discount. For a new user who quit during the onboarding process, you could give them a guided product demo.

Unique campaigns to win back customers

Re-engagement strategies are built around personalisation. A study from Salesforce found that 66% of customers expect businesses to know their specific wants and needs. One size doesn’t fit all when it comes to customers who have already left.

Make a personalised campaign to win them back by following these steps:

Accept That They Are Leaving: Send them an email or text message letting them know you understand why they want to leave. For instance, “We’ve seen that you haven’t been using [Product Name] much lately.” We’re sorry to see you go, and we want to know how we can make things better.

Highlight Changes for the Better: If you’ve made changes to your services or products, let them know. For example, “We’ve just added new features based on what users have said, such as [feature name].”

As an incentive, Give them a strong reason to come back, like a discount that is only good for a short time, a free trial that lasts longer, or early access to new features.

It should be easy to re-subscribe. You could make it easier by reactivating with just one click or assigning a customer success representative to help them through the process.

Use loops of feedback

Feedback from customers who have left is very helpful. Do exit interviews or surveys to find out why they left and what could make them come back. Here are some good ways to get feedback:

Send a short survey right away after a customer cancels their subscription. This is called a “post-churn survey.”

Phone Interviews: Talk to customers who have already left you one-on-one to find out more about their problems.

Keep an eye on social media: Keep an eye on comments or complaints on social media sites to get straight-forward information.

This feedback not only helps you win them back, but it also shows you problems with your product or service that could cause them to leave again in the future.

Automate getting back into technology

Getting former customers to return can be sped up with automation tools. As an example:

Email Drip Campaigns: To slowly bring up your product and show how valuable it is, use automated email sequences.

CRM Integrations: Keep track of interactions with customers and divide users who have left based on how they behaved.

Notifications inside the app: To let customers who are still using a free or trial version know about new features or deals, use in-app messaging.

Follow-ups are always done by automation, so you don’t lose touch with possible re-engagement opportunities.

Show off your successes

A lot of people who have lost customers can be swayed by social proof. Show case studies, testimonials, or data-driven outcomes from other customers who used your product to solve similar problems and found it useful. For instance: “After re-subscribing to [Product Name], Company X cut their onboarding time by 30% and made users 50% happier.” “This is how they did it.”

Bringing attention to these stories builds trust and reassures customers who have left that coming back could have real benefits.

Strategies for proactive retention to stop future turnover

It’s important to get back customers who have left, but stopping them from leaving in the first place should always be the top priority. Some proactive strategies are:

Onboarding Excellence: Make sure that new users understand and use your product well.

Regular Check-Ins: To keep users who are about to leave engaged, use customer success teams.

Feature Updates: Continuously improve your product based on user feedback.

Clear Communication: Tell your customers about any changes, updates, or new features that will help them.

If you stop churn at its source, you won’t have to run as many re-engagement campaigns and will build long-term loyalty.

How HubSpot Can Help You Get Customers Again

Re-engaging churned customers can be a complex process, but with the right tools, it becomes manageable and data-driven. HubSpot has a set of tools that are meant to make this process easier, such as

Customer Segmentation: HubSpot’s CRM allows you to segment churned customers by engagement level, churn reason, and more, ensuring personalized outreach.

Automation of Workflows: Set up targeted email campaigns and reminders tailored to specific customer segments.

Analytics and Reporting: Gain insights into what’s working and optimize your re-engagement strategies accordingly.

Feedback Collection: Use HubSpot’s surveys and forms to gather valuable feedback from churned customers.

By leveraging HubSpot’s data-driven tools, you can turn churned customers into returning advocates for your brand. Ready to see how HubSpot can help you? Book a free demo with Ale, our HubSpot specialist, and discover how to re-engage customers effectively.

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