CASE STUDY

Walker Retention Campaign

Re-Engagement & Lifecycle Marketing

Overview
A targeted reactivation campaign focused on bringing back lapsed customers using personalized outreach and incentives.

Situation
We had over 200 customers who purchased in 2016 but had not placed a single order in 2017.

Goal
Re-engage the top 100 high-value accounts and drive 5–10% back into active status.

Audience
Former top buyers who still fit the ideal customer profile but had lapsed for a full year.

Role
Managed campaign strategy, segmentation, messaging, creative execution, and performance tracking.

Strategy

  • Segment based on past purchase value

  • Deliver a compelling reactivation incentive

  • Use direct-mail + catalog reminders to re-establish connection

  • Track redemption and repeat behaviors

Actions

  • Designed and sent customized coupons

  • Included updated catalogs highlighting new product lines

  • Wrote personalized outreach messaging

  • Monitored redemption and repeated purchasing patterns

Results

  • 9% redemption rate (exceeding goal)

  • 1278% ROI on campaign spend

  • Successfully reactivated dormant customers into ongoing buyers

Relevance to Enrollment
This parallels reactivation of:

  • Students who started applications but did not finish

  • Students who paused enrollment for a semester

  • Inquiries who need a nudge back into the funnel