Every business loses customers. These are customers who bought from you previously but have not come back to you in the anticipated amount of time.
Typical reasons;
They just forgot about you.
A competitor tempted them away.
They no longer need your product/service at the time.
The member of staff who purchased left the company.
They moved house
They died or the business closed
etc
etc
| Did you find this content useful? |
|---|
| Sign up for my free Marketing Hints, Tips and Hacks email newsletter every Tuesday at 11am. => Sign up here <= |
But that does not mean we should ignore them.
In fact, did you know that lost customers are the third easiest customers to sell too?
(1)Active customers are the easiest to sell to,
followed by (2)referrals
and then (3)lost customers.
The first thing you need to do is make sure the list is clean and that you have up-to-date contact details for your “lost” customers. And this is where we can delete from your list those individuals and companies that are no longer with us and will never buy again.
Then it is your job to remind them about who you are and the service/ products that you offer. Remember customers are busy people and they quickly forget about you if you do not keep reminding them. Your goal is to ensure you are never forgotten.
But how do you do this? Well of course you use marketing automation and build an automated lost customer campaign to attract lost customers back to you. So typically clients like to send out a series of emails with a special offer. And this is a good start, but you can get so much more creative. How about regularly updating them on changes and improvements you have made to your service or product. And rather than use a fixed number of emails use an automated evergreen campaign that only every ends when they either unsubscribe OR they become an active customer And then there is the media you use, why rely solely on email as your competitors probably do – how about phone calls, texts, direct mail -all of which can be automated with Keap / Infusionsoft.
If you would a little help on how to build a bespoke lost customer reactivation campaign for your business then feel free to schedule a Discovery Call and together we can map out a lost customer campaign for your company.
Lost Customer campaign photo by Sourabh Gijare on Unsplash
