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July 22, 2025
Digital gift cards are more than just a payment method — they’re a smart way to re-engage customers who’ve gone quiet. A well-timed card can bring someone back into your ecosystem, spark a fresh transaction, and rebuild long-term loyalty.
In this guide, we’ll break down how to use gift cards to win back lapsed customers. You’ll learn how to identify the right people, make offers that feel personal (not pushy), and track whether it’s actually working. Whether you run a Shopify store or a service-based business, this strategy works — especially when powered by tools like Ncentiva.
Gift cards hit the sweet spot of incentive and emotion. They feel like a treat, not a discount. And when delivered with the right tone and timing, they help rekindle a customer relationship without sounding like a desperate sales email.
In fact, gift card recipients tend to spend more than the card’s value — and they’re more likely to return again after that first use. Think of them not as giveaways, but as strategic nudges that bring people back into your world.
Start by defining what “lapsed” means for your business. Is it someone who hasn’t made a purchase in 30 days? 90 days? Look at your typical buying cycles and pick a threshold.
Use whatever data you have — recent purchase activity, email engagement, browsing history — to build that list. And if you use a tool like Ncentiva, segmentation becomes automatic.
You don’t need to offer $50 to get attention. In fact, oversized gift cards can actually backfire by hurting your margins.
Instead, base the value on your average order size. Something like $10–15 often works well, especially with an expiration window of 7 to 14 days to create a sense of urgency.
For high-value customers, consider giving a little more. They’ve already shown they’re worth investing in.
Skip the generic “We miss you” subject lines. Instead, try:
Personalize wherever possible. Use their first name. Mention a product they browsed. Keep it light, and always make it easy to click and redeem.
You can stretch the value of gift cards even further by integrating them with your loyalty program.
Examples:
These kinds of gestures create momentum and goodwill.
Redemption should be instant and simple. Ideally, the link in your email or SMS takes the user straight to a cart where the gift card is pre-applied.
Avoid code copying and multi-step redemption. Every additional click reduces your chances of success.
Also, consider sending via multiple channels: email, SMS, even push notifications. Some customers check one more than the others.
There’s no magic number, but a good baseline is this:
Use A/B testing to refine your timing. Every audience behaves a little differently.
Redemption rate is a good start. But what matters more is what happens next.
Are people coming back to buy again after redeeming? Do they stay active? Are they worth more over time?
Track:
Platforms like Ncentiva make it easy to monitor all of this in real time.
A few common traps to avoid:
Want to get creative? Try:
If someone’s drifted away from your brand, a gift card can be the perfect way to bring them back.
It’s not about bribing — it’s about giving them a reason to re-engage. And when you use a platform like Ncentiva, it’s simple to deliver, track, and scale that impact.
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