Benefits of Changes in Customers and Prospects Needs
Even if you don’t reactivate past customers with your first letter, don’t give up on them. The fact is that people’s needs are constantly changing. What they weren’t interested in a month ago, they desperately need today.
What they didn’t see value in last winter, they’d pay any price to get their hands on now. What they didn’t feel comfortable with last year, they’re willing to try next week. The truth is that persistence pays off. And as long as you can generate a profit from mailing or contacting your past customers, my recommendation is: keep doing it.
For proof, consider your own buying habits. How many times have you received a catalog or letter in the mail over and over again, only to finally respond after the fourth or fifth mailing? It’s common knowledge in the direct marketing industry that the average catalog buyer receives seven catalogs before she ever buys anything.
In many campaigns I’ve worked on, we mailed people things or called them on the phone 10 to 14 times before they ever signaled that they were interested. If you have customers who haven’t purchased from you in a long time, don’t give up on them. As long as you’re reactivating some of them with each campaign (add up your responses to be sure), it’s probably worth mailing them repeatedly for months and even years to come.
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