Planning a Campaign to Reactivate Customers
When customers change their normal buying pattern by more than 25 percent, you should be on the alert, particularly if you are selling a consumable product or service that customers use up, then repurchase frequently. What could you do to reactivate past customers? Answer the following questions to plan your reactivation campaign:
- When you look at your database, which groups of customers have stopped doing business with you?
- What were these customers’ businesses or personal needs when they were doing business with you? What did they buy? What problems did they have? Do they still have those problems?
- What could you offer to meet their needs immediately? What kind of offer would they respond to?
- How can you easily and inexpensively contact them—by telephone? E-mail? Postcard? Letter?
Whether you offer a special bonus, a free consultation, a one-time reduction in fees, or some other incentive, let your past customers know that you are eager to serve their needs again and that you have developed a special package just for them. This is important. People like to feel acknowledged. They enjoy receiving preferential treatment.
By putting together a special package or offer, you can shamelessly bribe them into doing business with you again. What kind of e-mail or letter should you send? Take a look at the example on the next page.
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