reenrollment campaign

A promotion to former members of a continuity (a membership site, service subscription, etc.) asking them to again become members. The copy and the package are different from those used for new member mailings. The copy may refer to some of the membership benefits the recipient has enjoyed before and may include an emotional appeal that says, “We want to welcome you back” or “We miss you.”

Synonyms: win-back, winback

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