How Not To Reactivate Past Customers

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Seems to be the week of receiving dopey emails.

Ones that have no relevance to me or so poorly written that I can see they are leaving heaps of money on the table.

Let me explain…

This gem popped into my inbox.

“Dear NaomiWe want you back! Only for people who’ve experienced “Name Deleted to Protect A Staff Person Of The Company” before, we’re offering a private end of financial year sale on our six month xxxxx Local membership.

If you were thinking about trialling us again, there isn’t a better time. You’ll get access to a range of exciting and innovative new developments, including our new Dynamic investment strategy, and a six month Local membership for just $297 – a saving of over 30%*. This private sale is only available until 30 June 2014.

Not quite sure how xxxxx Local works? Click here for a picture of what you can expect when you join us.

It’s easy to get started and take advantage of this rare offer – simply reply to this email with your phone number and we’ll get in touch, or call us on 99999999999.”

There are two glowing problems with this email.

  1. My name isn’t Naomi (but didn’t the last dopey email talk to me about losing 20 pounds and 3 dresses sizes. Maybe they know each other. Hmmm.)
  2. The copy is crap – especially the part about ‘rare’. It is obviously going to many people and has an end date of 30th June. Gees it is only 16 May. Rare? I don’t think so.

But there is good news for you.

If you are looking to reactivate your past customers than there are some simple, easy and effective tips you can use.

  • 1. Know what and how your past customers interacted with you and what they bought;
  • 2. Identify a small group so you can test your reactivation program with;
  • 3. Create your email campaign – it should be more than one email. Think about using off-line direct mail too. Email may be insufficient on its own;
  • 4. Send from an email address they will recognise and trust;
  • 5. Ensure your email contains a catchy, memorable subject line to get them to open your email;
  • 6. Be relevant with each segmented group you send to;
  • 7. Include a call to action in the body of the email. Have them doing something like, visiting a website etc.;
  • 8. If you achieve success and reactivate them with a sale then respect them and keep them informed of your products and services you offer which relate to them;
  • 9. Always ask yourself – what is life time value of a customer? Never treat a customer as a transaction. Treat them as ‘multiple transactions’ and your attitude in your dealings with them will improve.

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