In today's fast-paced and ever-evolving digital landscape, re-engaging your database is crucial to maintaining a thriving business. It costs five times as much to attract a new customer than to keep an existing one, so it is imperative to tap into past customers that may have lapsed.¹
As we approach the holiday season, it becomes even more vital to implement these strategies to create a wider pool of people to help you achieve your goals.
Together we'll explore effective strategies such as win-back emails, direct mail, and customer surveys. Get ready to take your engagement game to the next level and unlock the true potential of your marketing efforts.
Winback Emails
One of the engagement strategies you can implement to bring inactive customers back into the fold is winback emails. Research shows that 45% of subscribers who receive a win-back email will go on to open future emails from your brand.² These emails are designed to re-engage customers who have shown signs of disengagement or have been inactive. By crafting compelling winback email content, you have the opportunity to reignite their interest and loyalty. A key tactic is to include enticing discounts and incentives that motivate re-engagement, as these can serve as powerful triggers to entice customers to take action and return to your brand. Below is the format we use that has been most successful in retaining customers:
- Email 1: Share a brief email communicating what the customer has missed since the last engagement.
- Email 2: Go in-depth on a specific new arrival or bestseller.
- Email 3: Some customers may have enough of the product or may not be ready to purchase again. We advise providing opportunities for people to join the community in other ways (i.e. social media, loyalty programs, SMS, etc.).
With a well-crafted winback email strategy, you can turn once-dormant customers into active and enthusiastic brand advocates once again.
Direct Mail
A traditional re-engagement approach with modern results is the effective utilization of direct mail. While digital marketing has taken center stage in recent years, direct mail still holds tremendous potential for re-engaging customers. The average response rate is between 2.7% and 4.4%, compared to email’s 0.6% response rate.³ By leveraging direct mail, you can tap into the tangible and personal nature of physical mail to make a lasting impression. The key to success lies in personalization and targeting in your direct mail campaigns. Tailor each piece to the recipient's preferences, interests, and past interactions with your brand. By demonstrating that you truly understand and value your customers, you can reignite their interest and encourage them to take action. With a well-crafted direct mail strategy, you can stand out from the digital noise and connect with your audience on a deeper level, fostering stronger customer relationships and driving re-engagement.
Customer Surveys
Customer surveys play a pivotal role in uncovering insights and re-engaging customers. These surveys serve as powerful tools to gather feedback, understand customer preferences, and identify areas for improvement. By actively involving your customers in the process, you demonstrate that their opinions matter, fostering a sense of ownership and loyalty. Designing engaging and valuable surveys is key to encourage participation and gather meaningful data. Craft questions that are concise, relevant, and easy to answer. Once you have collected the survey responses, the real work begins. Analyzing the results provides you with invaluable insights into your customers' needs, desires, and pain points. Leverage this knowledge to tailor your marketing efforts and create personalized re-engagement strategies that resonate with your audience. Customer surveys offer a dynamic way to re-engage customers, enhance their experience, and build long-lasting relationships based on mutual understanding and satisfaction.
Conclusion
Implementing winback campaigns, direct mail, and surveys are great strategies to put in place to re-engage your database. As we approach holiday planning, keep these things in mind as ways to start growing your audience without increasing customer acquisition costs. Take action and re-engage your database today!
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