the internet ideas blog

Monday, February 22, 2010

Yes, Customers Also Leave

Many times the focus for any marketing campaign is to gain new customers and customer retention. What about customer reactivation?

When you loose a customer, or a customer doesn't buy for an extended period of time, they become dormant in your system and basically fall of the radar. Getting that former customer to buy again is considered reactivation.

What does it take to get a customer back?
Think about the people who haven't purchased for a long time - do you know why? What are you doing to bring these potential referal sources back to doing business with you?

One way to approach this group is to introduce them to a new product or service that was previously not available. This will give you a reason to send an email and remind them about your company. As part of the email you could provide interaction by including a survey to guage interest level.

Get creative in your approach, don't just offer a discount on their next purchase, recognize that there was a specific reason they bought from you in the first place (price, selection, promotion) and strive to meet their needs again.

Remember that the easier it is to do business with you, the more likely it is that you can bring these customers back. Give them a direct link to any promo you offer with clear benefits.

Don't restrict yourself to just email, use your social media tools as well. If you know your customers are active on Facebook and Twitter, include those. If you can reach them via LinkedIn, include that as part of the plan.

Once you have the attention of your prospect, be sure to follow through with excellent customer service and sincere appreciation for their patronage. Remember, people buy from people they like, not websites. And when your customers are happy (or not) they let people know!

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