When it comes to increasing profits, business owners tend to focus on optimization and leads. While these 2 factors are very important to growing your business, businesses often ignore other avenues for revenue growth, and one of these secret cash cows is reactivations.
What Are Reactivations?
Whether you realize it or not, you have a relationship with each customer you have ever served, even customers with whom you no longer work. Oftentimes, just the right offer will get inactive customers interested in your business again. Reactivations occur when a former customer reengages with your business.
So, how do you encourage reactivations and get those customers back? You just have to reach out at the right time and know what to say.
How To Reach Out
Reactivation potential is just one of the many reasons we encourage our customers to collect their clients’ data — and a lot of it. Hopefully, you have your customers’ emails, phone numbers, and addresses, or some combination of the 3. This is essential for getting back in touch with customers, so if you haven’t been collecting this data, begin collecting it as soon as possible.
If you do have your customers’ information, you can reach out in several ways. Your print newsletter provides one of the best ways — you can send a message to your clients and know it has a nearly 100% deliverability rate. So, put the customers you haven’t heard from in a while on your mailing list and let them know you’re still here for all their business needs.
But what if you don’t have their physical address?
Email can also be a great way to reactivate customers. Just be sure you’re not spamming them or sending information with no practical value. Email has a much lower deliverability rate and open rate than direct mail, but it can still be a great way to reach out to your audience (especially if used along with direct mail).
When To Reach Out
Ideally, you have already been reaching out to these customers through your email and mailing lists, but perhaps you haven’t been. In that case, there’s no set time for reaching back out. Typically, the sooner you make contact, the better. That way the customer is more likely to remember your business and their experience, which means they will be more receptive to hearing from you. So, don’t hesitate to say “hi” to these clients as soon as possible!
What To Say
When reaching out to former clients, value is everything.
What does that mean?
It means that if you want to get those old customers back, you need to woo them. In many cases, you are no more likely to receive business from these deactivated customers than your competitors, so send them a great offer. Maybe you could offer them 20% off their next purchase, a free gift, or a BOGO coupon. Whatever you bring to the table, it should be a very enticing (and possibly exclusive) offer.
By following these simple tips, you can start bringing old customers back to your business. This is a great (and simple) way to bolster your business and build relationships with former customers that could last a lifetime.