Dear SaaStr: What Are Some Things We Can Do To Get Churned Customers Back?
Reactivations are when previously churned customers come back and start paying again. Reactivations are way too often overlooked, but they can be a meaningful lever for growth if you approach them strategically. Our B2C friends often obsess over there, but in B2B, we rarely approach getting customers back as broadly and strategically as we could.
RevenueCat manages 40% of all mobile apps subscriptions, across 10,000+ paid apps. What does it see? 12% of lapsed paying customers … come back later. Most are more B2B2C that B2B, but the point still holds:
In B2B, about 8-12% of churned customers tend to come back, depending on your business model and how well you nurture them after they leave. That’s a big enough number to make it worth your time.
To drive reactivations, you need a dedicated strategy:
-
Drip Campaigns for Churned Customers: Set up a series of emails or messages targeted specifically at churned customers. Space them out—every 60-90 days is a good cadence. Highlight new features, improvements, or anything that addresses the reasons they left in the first place.
-
Invite Them to Events: Webinars, product launches, or even customer success stories can help keep you top of mind. It’s about reminding them why they liked your product in the first place.
-
Offer a Low-Risk Reentry: Sometimes, churned customers just need a nudge. Offer them a free trial or a discounted rate to come back. Make it easy for them to re-engage without a big commitment upfront.
-
Focus on High NPS Customers: If your product has a high Net Promoter Score (NPS), you already know many of your customers liked or even loved your product. These are the ones most likely to come back if you stay in touch and show them the value they’re missing .
-
Treat Them Well When They Leave: This is critical. And too often, done wrong these days. Let them go gracefully—don’t play games with their data or make it hard to cancel. If you treat them well on the way out, they’re more likely to come back when the timing is right.
Reactivations are especially valuable because they often come with lower CAC (Customer Acquisition Cost).
You’ve already built some trust with these customers, and they’re familiar with your product. The key is to stay patient and consistent—reactivations can take months or even years, especially in enterprise B2B. But if you play the long game, they can be a meaningful part of your growth strategy.
