What is Slipping Away?

The art of "Slipping Away" as a growth marketing tactic finds its roots in the era of digital consumption.

As businesses recognized the power of the internet, they also began to identify the challenge of customer retention, leading to the advent of this unique marketing strategy. This tactic encompasses the concept of reconnecting with former regular clients or users who, for some reason, have not returned or interacted with the brand or product recently, let's say within 30 to 90 days.

The term "Slipping Away" underscores the reality that retaining frequent users is crucial for sustainable growth and vitality of companies. The rationale behind this tactic places emphasis on customer engagement, community building, sales, referrals and more. The theory around reactivating existing customer-relationships suggests that it is often simpler and more cost-effective than recruiting new clients. The tactic essentially leverages existing emotional and service connections the customer has with the brand to rekindle their affinity and draw them back.

Being in "Retention" category of growth strategies, 'Slipping Away' stands crucial for reasons quite evident. Customer retention is central to a business, affecting both its bottom line and reputation. The cost of acquiring a new customer is significantly higher than retaining an existing one. It's in this light that Slipping Away delivers high value as it targets those consumers who have previously shown a high level of engagement but are at risk of moving away from the brand.

Examples of Slipping Away

1. A music streaming service reaching out to a former subscriber to offer a promo code or discounted return to service.
2. A fitness club emailing a previously regular member who hasn't visited in a few months, offering special sessions or personal training packages to encourage their return.
3. An online retail store targeting a past frequent shopper with personalized product recommendations based on their previous purchases.
4. A bank sending personalized messages to former active account holders with new offers and features to bring them back.
5. An e-learning platform contacting students who have completed courses but not registered for new ones, with suggestions of courses they might be interested in.

Marketing Tactics Similar to Slipping Away

Win-Back Emails: These are specific email campaigns designed to re-engage customers who haven't interacted with your product/service recently.

Customer Reactivation: A broader approach to customer retention that might include Win-Back Emails, personalized deals, or loyalty programs aimed at drawing customers back into regular interactions.

Remarketing: A digital advertising tactic to target users who have previously interacted with your brand, helping to keep your brand top-of-mind and encourage return.

Churn Prevention: A proactive strategy to identify potential churn risks before they happen, using data analysis to provide personalized customer communications and incentives.

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