FAQs

What is a lapsed customer re-engagement campaign?

A lapsed customer re-engagement campaign focuses on customers who already know your organisation but have stopped buying, responding or interacting in a meaningful way. It is a structured piece of outreach designed to restart conversations, understand why engagement has dropped and identify where there is still appetite to work together.

At Blueberry, that means using your existing data, picking the right segments and running targeted telemarketing and email activity that feels relevant rather than generic. The aim is to recover revenue, uncover new opportunities and capture insight that can strengthen your wider customer strategy.

How do you identify lapsed customers worth targeting?

We start with your CRM and any available transaction, engagement or membership data to understand what “lapsed” looks like for your organisation. That can include customers who have not bought for a set period, accounts whose spend has dropped noticeably, or contacts who no longer open emails, attend events or respond to outreach.

From there, we segment and prioritise. We look at value, potential, sector, behaviour and engagement history to highlight which accounts merit a structured re-engagement campaign and which require a lighter touch or a different approach. This makes sure time and budget are focused where they are most likely to deliver a commercial return.

Can re-engagement campaigns generate appointments or quotes?

Yes. In many campaigns, generating qualified appointments, quote requests or follow-up actions is a core measure of success. As we reconnect with lapsed customers, we explore current needs, upcoming projects and decision-making timelines, and then agree the most appropriate next step with each contact.

That might mean booking a meeting with your sales team, securing permission to share a tailored proposal, or lining up a follow-up call when budgets or contracts are being reviewed. We can report on these outcomes clearly, so you can see both immediate wins and opportunities entering the pipeline.

Is this only for customers who have stopped buying completely?

No. Re-engagement is just as valuable for customers whose activity has slowed, become sporadic or shifted away from key services. A drop in orders, fewer inbound enquiries or a lack of response to your usual communications can all be early signs that a relationship needs attention.

We work with clients to define sensible thresholds for “lapsed” or “at risk”, then design outreach that reflects where each customer is in their journey. That could mean reactivating fully inactive accounts, reviving quieter relationships or simply checking in before a valuable customer disengages altogether.

What channels do you use for re-engagement?

Our core channels are outbound telemarketing and tailored email follow-up, because they allow for real conversation as well as measurable, timely communication. Telephone calls help us understand context, decision-making and sentiment; email supports this with relevant information, reminders and next steps.

We can also work alongside your existing marketing activity, for example by following up webinar attendees, event participants or digital leads who have gone quiet. The exact mix of activity is shaped around your audience, data, internal team capacity and how your customers prefer to engage.

Can re-engagement also help improve our data quality?

Yes. Re-engagement work is often one of the most effective ways to improve customer data without running a separate data project. As we speak to lapsed customers, we can validate contact details, confirm decision-makers, update job titles, identify duplicate or legacy records and capture any changes in structure or focus.

This can be combined with more formal data cleansing and verification, so you end up with a stronger, more usable CRM as well as reactivated relationships. Better data then feeds back into your wider marketing, sales and reporting activity, making future campaigns more targeted and more efficient.

Ready to reconnect with lapsed customers?

If you have customers who have gone quiet, reduced spend or stopped engaging, we can help you identify the right accounts, restart conversations and uncover new commercial opportunities.

Talk to Blueberry about re-engaging lapsed customers