Identify your inactive contacts. Identifying and segmenting those contacts will allow you to understand what is your starting point and what is the sales potential of your sleepy database.
Segment/tag them. When doing the segmentation it’s important to identify the date you last communicated with these clients. Depending on the kind of product or service your business is offering, getting in touch with them after a year could be reasonable, or way past it’s due date.
Understand. Your main advantage right now, is that you already know their behavioral data/desires through their purchasing history.
Offer. All the past data should allow you to formulate an offer tailored to each customer’s needs.
Contact. Casually remind your past customers that you are here, ask them if you help them with anything, and offer them value (free content, discount, free shipping…).
Keep in touch. You made the effort to reach out to them it’s important to keep regular contact to stay on top of their mind. Depending on your sales cycle they might have purchased after you contacted them, or it might take a few months for the next sale to happen. So keep on sending them updates about your business when they decide to buy a product or service that you offer, they will remember your brand.
Advertise. Advertising is a good way to stay present in their environment, you can complement the direct email outreach with broader advertising combining different channels is key to success. It can be digital with the likes of Facebook, Google, Instagram, LinkedIn… or print with flyers, out of home advertising, radio, or even TV.
Retarget. Retargeting is also a cost-effective way to do semi-personalized advertising, it would show your ads to people that match specific criteria (ex: visited a specific page on your website). I highly recommend setting up the call to action of the emails and other advertising campaigns to be directed to a dedicated landing page to allow for retargeting.
It’s important to keep in mind that those techniques might not work for your business straight away. Plan a set of actions, launch your campaign and observe the results, adjust and test again.
Let's say you run a wellness business, your clients come once they give you their contact details but you don't hear from them again. You could create a special offer and send it to your database, ideally an offer that is to good to be rejected, it could be "bring a friend with you for your next massage pay for one and get two." with this exemple you would not only implement a re engagement campaign but you 'll also increase your customer database with this new friend coming in.
So get started now and try it out, it is highly rewarding.
If you want to be guided through your next re engagement campaign or if you have any question just send me a message at theo@networkandgrowth.com .