Bring Back Your Lost Customers with a Reactivation Campaign
It’s no secret that customer reactivation can be a huge win for businesses. In fact, according to a study by the Harvard Business Review, companies see a fivefold increase in revenue when they are able to successfully re-engage past customers. One of the main reasons that customer reactivation is so profitable is because the majority of the cost has already been spend on acquiring the customer. Even if you offer a discount or service to reactivate them, the cost is only spent as part of the reactivation of revenue. This means you won’t be incurring any cost unless they are adding revenue at the same time. While this sounds great in theory, it can be difficult in practice.
So how do you go about launching a reactivation campaign that will help your business grow? Here are three tips that will get you started!
Tip #1: Reason with Their Reason
When a customer cancels or stops using your product or service, it is usually for a particular reason. It could be that they were unhappy with the quality, the price, or the customer service. Whatever the reason may be, it’s important to address it head-on in your reactivation campaign. By doing so, you’ll not only win back the customer, but you’ll also show them that you’re committed to addressing their concerns and making sure that their experience is even better the second time around. To make this extra powerful, be sure to capture the reason for their cancellation when they are initially ending their service. This way, you’ll already have that information on hand when you reach out to them later.
Tip #2: Be Personal
People like to work with people more than they like to work with entities. Use this opportunity to inject personality and people into the process. The best way to do this is by being personal in your outreach. This means using their name, referencing a previous transaction, or even just having your communication come from someone at the company with some extra personality. Do your best to make it feel like you’re reaching out to them as an individual, not just as another customer on a list. This is a perfect opportunity to leverage a PicSnippet to create a memorable and personalized experience.
Tip #3: Use a Unique Offer
Offer this person something that they can’t get from your company otherwise. This could be some unique templates, a discount, one-on-one help with their account, or anything else that they might find valuable. If you’re not sure what to offer, try running a poll with your team or surveying some past reactivation customers to see what they would have found helpful. The key here is to make the offer valuable and exclusive so that they feel like it’s worth their while to come back and they have some urgency to do it quickly..
Bonus Tip: Timing is Important
When you’re reaching out to win back a customer, timing is everything. You want to make sure that you reach out while they are still fresh in their minds and while the pain of cancellation is still present. For most companies, this means reaching out within the first few weeks after cancellation. But don’t take our word for it – test it out for yourself and see what works best for your business.
By following these tips, you’ll be well on your way to reactivating some of your lost customers and growing your business’s revenue without having to increase ad spend or any of the other expensive, lead generation activities. Do you have any other tips for running a successful customer reactivation campaign? Share them with us in the comments below!
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