What type of customers is a re-engagement strategy primarily targeting?

A re-engagement strategy is designed primarily to target lost or dormant customers. This approach aims to rekindle interest and re-establish a connection with individuals who have previously interacted with the company but have since ceased engagement, whether due to lack of interest, unmet needs, or other reasons.

The strategy often involves personalized communication, promotional offers, or updates that can prompt these customers to return. By focusing on this group, companies can effectively increase their customer base without the cost associated with acquiring new customers, thus maximizing the value of their existing relationships. Engaging dormant customers can lead to significant revenue opportunities, as these individuals are already familiar with the brand and may only need a little push to become active again.

While the other groups, such as current customers or new customers, require different engagement strategies to maintain loyalty or growth, they do not represent the focus of re-engagement efforts, which specifically aim to revitalize interest among those who have drifted away.