Omnichannel

RFM Omnichannel Winback Campaign

Reengage Dormant Customers Across Every Channel With Personalized Incentives

When customers stop buying, they don’t disappear — they’re still reachable. This campaign targets your hibernating, at-risk, and slipping high-value customers using RFM segmentation to identify who needs attention.

For example, a customer who hasn’t purchased in 90 days receives a personalized discount via email, push notification, and retargeting ads simultaneously. The result? You recapture revenue from customers who already know your brand, making winback efforts significantly more cost-effective than acquiring new customers.

Channel

Products:

Marketing Automation

Industries:

Ecommerce Gaming Retail Sports Travel & Transporation

Goal:

Reactivate Customers

Metrics:

Average Order Value CLTV Purchase Frequency

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Why Marketers Use Bloomreach for Omnichannel Winback Campaigns

Losing once-loyal customers means losing predictable revenue streams and brand advocates. Marketers choose Bloomreach Engagement because it automatically identifies at-risk segments using RFM analytics, then orchestrates personalized winback messages across paid and owned channels from a single platform.

You can reach customers through their preferred channels — email, SMS, push notifications, or weblayers — while those without direct consent still see your offers through ad audiences and on-site banners. This commerce-first approach combines behavioral data with channel flexibility, helping you recover dormant customers before competitors do. The platform’s AI-driven product recommendations ensure every message feels personally relevant, increasing conversion rates significantly.

Get Inspired: Run a Smart RFM Winback Strategy

Omnichannel Campaign

RFM Omnichannel Winback Campaign

Prebuilt Use Case

This variant delivers a comprehensive winback strategy that combines RFM segmentation with multi-channel orchestration. It targets customers in the “Hibernating,” “At Risk,” and “Cannot Lose Them but Losing” segments through Ad Audiences and direct channels, including mobile push, browser push, email, and SMS.

Customers without consent receive weblayer messages on-site. Every touchpoint includes a universal discount coupon, while emails feature personalized product recommendations. The package includes the main scenario flow, product recommendation engine, weblayer banner for non-consented users, and an evaluation dashboard for performance tracking and optimization.

See Documentation

“4 out of 5 consumers repeat purchases to companies that create personalized experiences. Reach out to your customers with unique personalized emails to celebrate their first purchase anniversary, strengthen their loyalty, and increase their CLV.”

How It Works

Bloomreach Engagement automatically segments your customer base using RFM analysis, identifying customers in the “Hibernating,” “At Risk,” and “Cannot Lose Them but Losing” categories based on recency, frequency, and monetary value of their purchases.

The scenario activates when customers enter these at-risk segments, triggering a coordinated omnichannel campaign that reaches them wherever they’re most likely to engage.

Email messages include AI-powered product recommendations tailored to each customer’s browsing and purchase history, showing them items they’re most likely to buy.

Customers without direct channel consent aren’t ignored — they’re added to paid Ad Audiences for retargeting across platforms like Google and Facebook, ensuring your brand stays visible even without email permission.

When these customers visit your website, they see a targeted weblayer offering the same discount voucher, creating a consistent incentive across all touchpoints.

As customers respond and make purchases, they automatically move into higher-value RFM segments, transforming from at-risk to active buyers.

The evaluation dashboard tracks campaign performance across all channels, showing which segments are reactivating, which messages drive conversions, and the overall revenue impact of your winback efforts.

Target Audience for RFM-Based Winback Campaigns

Ecommerce brands and retailers with established customer bases experiencing natural churn, particularly fashion retailers, electronics stores, subscription services, and direct-to-consumer brands.

Most valuable for businesses with diverse customer lifecycles where reengaging dormant high-value customers costs less than acquiring new ones.