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Selected work / Commercial case study

Win-Back Campaign

Always-on win-back campaign at Veriforce. A stratified, randomised A/B test found 4 months the best timing: conversion to sale up 6% on the control (2025).

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Win-Back Campaign

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Category: Campaign & Conversion Context: Launched an always-on win-back campaign targeting lost customers, using rigorous A/B testing to identify optimum re-engagement timing based on lost reason. Employer: Veriforce Featured: No Result: 6% uplift in conversion to sale vs control Year: 2025

Win-Back Campaign

An always-on win-back campaign for lost customers at Veriforce (2025), built on an A/B test of re-engagement timing.

The starting point

Power BI data suggested the best window to re-engage lost customers had historically been between 4 and 6 months. That was observed with no active campaigns running, so it had never been tested.

The test

The data was stratified and customers were then randomly selected, to avoid bias. One group received no communications as the control. The test groups were contacted at 3 months (Pot A), 4 months (Pot B), 5 months (Pot C) and 6 months (Pot D).

The result

Pot B, contacted at 4 months, was the clear winner, raising conversion to sale by 6% compared with the control.