Market researchers have proven that it is much more lucrative in the long run to retain existing customers than it is to try to continually recruit new buyers. Existing customers are already familiar with your brand and with your offerings, so half of the work of marketing has already been completed.
However, focusing on existing customers can prove challenging when they make a few purchases, but then become inactive. Re-attracting this market segment can be vital to a company’s success. Keep reading for tips on how to win back lost buyers through the use of email marketing.
1- Target Customers Who Have Left Most Recently
Customers who have not made a purchase in the past ten years are not very likely to make another purchase soon because they have likely found another company to satisfy their needs. However, those who have made a purchase in the last six months would be much more likely to make another purchase.
Focus on the patrons who left the company recently to try to win them back before they develop brand loyalty with a competitor.
2- Offer Special Email Promotions
Entice wayward customers to return with special deals that are only applicable to them. Let them know that you miss them and that you value them.
Making your clients aware of the fact that you appreciate their business will force them to reconsider leaving your company. Emailing these deals will make them feel personal; it will also allow you to track whether the customers open the emails or not.
5 Steps to Improve Your Email Marketing Campaigns & Derive Results
3- Remind Your Customers About What They Are Missing
Send your customers catalogs and product descriptions for your newest offerings. There is a chance they have recently not been interested in what you have to offer, but that does not mean they will not like anything you will produce in the future.
Keep them updated with new developments with eye-catching verbiage like “Check out our newest offerings.”
4- Survey Your Customers to Inquire Why They Left
Customers cease making purchases for a variety of reasons. Understanding the reasoning of your clients can help you to remedy the causes of their absence. For instance, some regulars may stop buying because of lack of service whereas others may be turned off by high prices.
Consider sending an email survey to recent defectors to detect problems, send tailored offers, and win them back before it is too late.
5- Give a Call to Action
Tell your customers what you want them to do in the subject of your emails. People are much more likely to respond when you give them a clear call to action rather than a vague advertisement.
Try statements like “Purchase now to receive a special offer” or “Don’t miss out on our new products, buy now.” Seeing these statements in the subject line of an email will attract a customer’s attention more than something bland like “new products.”
The Bottom Line
Losing customers does not mean that you must immediately start to panic. Few companies invest time and energy into winning back customers, but this practice can prove to be quite profitable. Assess the situation and do what you can to retain those regulars as quickly as you can. Email is a phenomenal way to communicate with such customers because it is not abrasive, it is cost-effective, and it is quick. Utilize the above techniques because they just might save you some loyal clientele when you need them the most.
If you do not feel confident in your ability to craft a stellar email marketing strategy, then you may want to consider employing a company that specializes in digital marketing services. Such companies use strategies like the ones listed above to retain existing customers, recruit new ones, and win back customers that have left the company. Regardless of whether you want to work on your own or hire outside help, email marketing can help your business succeed.