Hey r/smallbusiness, I’ve noticed many owners focus so much on acquisition that retention falls by the wayside. We tested a simple ‘win-back’ campaign for inactive customers: a personalized email offering a genuine perk (not just a discount) based on their purchase history. For example, a bakery sent free recipe cards to lapsed customers. Result? 22% re-engagement. The key is making it feel human—no automation templates. If you’re curious, I wrote a deeper breakdown here with templates. Would love to hear what’s worked for others!