Trying to re-engage with churned customers is not only a complicated task, but it also ends up becoming quite the headache for companies of all sizes and industries.
When a customer churns, it is crucial to know who they are, why they left, and understand their re-commitment conditions.
And when you’re talking about a web3 business, this becomes even harder — if not nearly impossible. You may have no idea who that wallet address is and have no way of contacting them. We’ve spent a great deal of time and effort, though, building strategies and products to help brands re-engage their churned web3 customers.
Holder equips web3 businesses with tools to better engage with their customers (aka holders).
Below is one way to build out a re-engagement campaign within Holder in a few simple steps. You could also perform some of these steps manually.
1) Determine which contacts no longer own your NFT.
The first step is to find your churned customers.
Find churned wallets by carrying out the following steps in your Holder account:
- Navigate to the filtering button from the Contacts page
- Select the number of holds
- Use the operator "equals"
- Set the value to 0
- Apply the filter
When you have selected these filters, you will be able to view all of your wallet contacts that no longer hold any of your company’s NFTs. You can then start to look at other information around those contacts like other NFTs held, contact information, balances, Discord engagement, other contracts they’ve engaged with, etc. This can help you build a better understanding of why they might have churned.
To use a specific contract in your database:
- Navigate to the filtering button from the Contacts page
- Select the number of holds
- Use the operator "equals"
- Set the value to 0
- Apply the filter
- Select back button
- Select NFT
- Choose the contract you want to filter by
- Use the operator "hold status". (Feel free to get creative with the operator you use here! Want to do this strategy for only holders in August? Use the "purchased date" operator.)
- Select holds operator
- Apply the filter
Marketing Tip: When you run the campaign, you should take a snapshot of the wallets found so you can refer back to them as a measurement after the campaign.
2) Reach out to the churned holders through Holder Messaging.
In these messages, focus on reselling yourself to the churned holder. The best way to do this is to highlight the features of your product, announce updates, and tell them what your business plans to launch. At the end of the message, be sure to place a CTA. Try asking the holder a question to evoke them to respond. Finally, include that you would love to hear from them.
The type of messaging channel may also determine the best content and ask. SMS marketing is much more personal and direct, while email campaigns are more elaborate and structured. We’d also recommend looking at using wallet messaging as a way to engage anonymous churned holders where you don’t have an email or phone number. Treat the content in your wallet messages like an email or SMS announcement.
3) Run ads targeted at churned-holders.
Especially if you have started to collect email data, you should think about running custom audience campaigns and re-targeting ads to those emails in Facebook, Google, etc. Run different campaigns based on on-chain behaviors and profiles so you can better target and address your audience’s needs. This is a great campaign to run in parallel or just before sending messages in order to keep your brand top of mind before direct outreach.
PS — This can also be a powerful campaign for finding lookalike audiences of your most loyal holders!
The investment in a solid re-engagement strategy is worth it. After all, it allows your business to have opportunities for project growth and will result in a stronger community. Let us do the heavy lifting for you!
