SaaS Marketing Strategies for Winning Back Churned Customers

Published on November 6th, 2023

6 min read

Customer retention is just as crucial as acquisition. Winning back churned customers can be a game-changer for your business in terms of revenue and building brand loyalty. This blog post will delve into effective SaaS marketing strategies explicitly tailored for re-engaging with your lapsed customers.

Ask for Feedback: The Best Conversation Starter

Feedback is the cornerstone of improvement. Reach out to lost SaaS customers and ask them about their experience. Understand what went wrong, and use their insights to refine your product or service. This proactive approach shows that you value their opinion and provides an opportunity to rebuild trust.

People are eager to share information about their experiences. You need to stimulate it and make it easier for them to do so. Emailing your churned users for feedback is the best way to initiate the conversation. They may have left the product because they were confused about some features, and your customer success team could fix it right away in the offboarding call and save the client from leaving, adding months of sales for your business.  

Focus on the Best-Lost Customers

Identify your high-value lost customers. These are the ones whose return can significantly impact your revenue. Tailor your efforts towards re-engaging with this segment, offering them personalized incentives or solutions that address their pain points.

Only some lapsed customers should be the target of your efforts. Just as in regular marketing, some customers are more valuable to re-engage than others. If a customer aligns differently from your ideal criteria, holds a low lifetime value, or contributes minimally to your Monthly Recurring Revenue (MRR), it might be more beneficial for both parties to explore other options.

Investing resources in customers who are unlikely to recommit doesn’t yield a favorable return.

To increase the likelihood of successful re-engagement, delve into the data from their past interactions. According to research published in the Journal of Marketing, your most promising returning customers tend to:

  1. Have actively referred others to your brand.
  2. Departed due to pricing concerns rather than issues with service quality.
  3. Raised complaints that were effectively and satisfactorily resolved.

Understand the Reasons for Churn and Address Them If You Can

Dig deep into the reasons why customers left in the first place. Was it a product issue, pricing, or something else entirely? If it’s within your capacity to address these concerns, take action promptly. Demonstrating a commitment to continuous improvement can make a compelling case for a customer’s return.

  1. Introducing New Features

Innovation is key in the SaaS industry. Showcase the latest features and updates rolled out since your customer’s departure. Highlight how these enhancements can add value to their experience and ultimately meet their needs more effectively.

  1. Introducing New Plans with Fewer Features

Pricing is a common sticking point for many customers. Consider offering more flexible plans that cater to different budget constraints. This approach shows that you’re willing to work with your customers to find a solution that suits their financial situation.

  1. Improving Customer Onboarding 

Prevention is better than cure. Invest in customer retention. Enhance your onboarding process to immediately ensure new customers are set up for success. Improving onboarding will reduce the likelihood of churn and create a positive initial experience.

Hire Customer Success Executives

Dedicated customer success executives can be instrumental in nurturing and retaining customers. They serve as a direct point of contact, ensuring your customers’ needs are met and their concerns are addressed promptly. Here’s why they are crucial:

  • Personalized Attention: Tailored solutions show genuine commitment.
  • Timely Issue Resolution: Swift response builds trust and values their time.
  • Proactive Engagement: Actively guide customers for maximum value.
  • Customer Advocacy: Identify brand advocates for testimonials and referrals.
  • Feedback Collection: Provide invaluable insights for product refinement.
  • Product Expertise: Offer in-depth guidance for optimal use.
  • Churn Prevention: Vital in identifying and addressing potential churn factors.

Keep Communicating with Your Lost Customers Through Email Marketing

Consistent, non-intrusive communication is critical to maintaining a connection with lost customers. Craft engaging email campaigns that provide value, whether it’s through helpful tips, relevant content, or special offers tailored to their interests.

  1. Share Insightful Content

Position your brand as a thought leader in your industry by sharing insightful content. This could include blog posts, whitepapers, or webinars that offer valuable insights and solutions to common pain points. Here’s a list of content marketing strategies that will work in 2023.

  1. Share Product Updates

Keep your lost customers in the loop about the progress your product is making. This could be through newsletters or direct notifications about significant updates that enhance their user experience.

  1. Share Case Studies

Showcase success stories of other customers who have benefited from your product. This serves as social proof and can reignite interest in what your SaaS solution has to offer.


Winning back lost customers requires a concerted effort, but the rewards can be immense. By taking a strategic approach that includes personalized outreach, product improvements, and ongoing engagement, you can re-establish valuable relationships and drive long-term success for your SaaS business. Remember, it’s not just about winning them back; it’s about keeping them engaged and satisfied in the long run.

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