A lot of focus in business goes to capturing new customers, but what about previous customers who you already know like your product. It’s common for companies to abandon previous customers when they stop buying or responding. But according to invesp it costs five times as much to attract a new customer, then to keep an existing one.
Recapturing inactive customers isn’t as hard as it would seem. Especially since your chances of selling to previous customers is much higher than capturing new ones.
With recapturing being cheaper and having a higher success rate, it’s a no brainer that you should be targeting this market. Below you’ll learn some tips and tricks on how you can recapture your inactive customers.
Email Retargeting
What is it? A high-return marketing channel that tailors marketing messages to people who have either shown interest or previously purchased something from you online. Browser cookies keep track of individual visitor’s activity on your site, working to retarget those customers.After finding and installing the best retargeting software, you’ll upload your inactive users into their own email list to start a campaign just for them. The program will then place ads across the webpages and/or social media sites your inactive customers visit.
You will also want to send emails tailored to inactive customer’s specific needs. Split these customers into categories based on similarities and retarget each group in ways specific to them. Abandoned carts and searches, products viewed, and ones they spent the longest looking at, are a great way to narrow down an email. These methods are more likely to capture the inactive customer’s attention.
As always, take time to go over the data and figure out what emails are getting inactive customer’s attention. Adjust your campaign and always continue to improve it.
Get Personal
Follow-ups are important in keeping your customers active and reenacting inactive customers. After customers make a purchase, follow up with personalized messages that reflect their desires and adds value to their experience. Send a thank you message, highlight uses for the product, suggest items that would go well with the product, etc. to add value while you try to plant yourself in their life.Use the data you already have on your inactive customers to send them targeted messages. Remind customers of why they chose to buy or visit your site in the first place. Send them suggestions of the products they could repurchase or try for the first time with a discounted offer.
Using geo-targeting you can send specific messages to inactive customers when they are in a specific city, close to the store, on a certain IP address or device ID, through GPS signals, geo-fencing, and more. This strategy will help you deliver the right message at the right time. The location data also helps to define the who and what of your audience. This proves to be effective when targeting consumers who have purchased in the past.
Use customer’s names when sending them messages. The more personalized the message, the higher chances of a customer, past or present, opening and clicking through.
Deep-Linking
You always want to make sure you make it as easy as possible for a customer to take a desired action, especially when wanting a customer to reengage. Deep links are used to send users straight to specific in-app locations. This strategy saves users time and energy from locating a particular page themselves – significantly improving user experience.Deep links provide a seamless user journey and increase the likelihood of an install and purchase. Creating campaigns using deep linking provides a better user experience, moving them onto your purchasing page in a single click. It drives inactive customers right where you want them to be.
With unresponsive customers, it’s even more important to remove all the obstacles and lead them directly to completing a purchase.
Direct Mail
As digital marketing seems to be the future, direct mail is still here to stay. Direct mail response rates outperform digital channels by a long shot, achieving a 4.7% response rate as compared to a 0.62% response rate for all digital channels combined.Using targeting and segmentation send unresponsive customers something different. Receiving a gift in the mail is sure to spark inactive customer’s attention. This leads to not only gaining your past customers back but also building up better brand loyalty.