A “former” is a customer who regularly bought or bought at least once, and then stopped interacting with the brand – “left” you.
Bringing back former customers means reactivating them and making them start buying again. This often requires less investment than attracting new customers. That is why customer reactivation mechanics are one of the most popular.
To renew your relationship with a client, follow these steps.
Collect feedback
The first step to getting customers back is understanding the reasons for their departure. Collected feedback will help identify problems and improve the quality of the product. In addition, users will appreciate your attention and desire to improve. The main thing is that you really listen to them.
To collect feedback, not only direct questions to clients in person or by phone are suitable, but also surveys in mailings, for example.
Correct the mistakes
Mistakes are inevitable in any business. The key is to recognize them and correct them. If a customer leaves because of a mistake, contact them, apologize, and offer a solution. For example, it could be maldives business email list compensation or a return visit. Quick and effective error correction can turn a dissatisfied customer into a loyal one.
Talk about your uniqueness
To regain the interest of buyers, remind them of the advantages and uniqueness of your product. Show how you are growing, improving internal processes, what new ideas you are implementing and how you care about your customers.
Don't be afraid to reveal secrets, telling about what remains behind the scenes - this is the most interesting thing for the client. And even if competitors start to repeat after you, you will still be able to stay ahead and win the interest of clients.
The client doesn't care about all the details of the production process and the exact instructions on how exactly you implemented something. What matters is the fact that the process has improved for them, so you need to be able to convey the benefits in the client's language so that they understand that it has become better. Share the results, emotions and feedback =)
Remind yourself
Information noise is so strong today that sometimes people simply forget about you. Regular reminders will help you stay in their memory.
If earlier they talked about 7 touches before making a purchase, now it is at least 20 touches. Therefore, regular reminders are what will help to stay in their memory, so that the client at the right moment remembers at least the name of the company.
Multichannel mailings are best suited for this: it is difficult to forget about the company when it is everywhere =) These can be email mailings, SMS, notifications in applications or even calls. The main thing is that the reminders are relevant and useful.
Tell us about the new products
New products always attract attention. Inform users about updates and special offers. Emphasize that you have special conditions for former customers, this will be an incentive to return =)
Make a personal offer
Personalized offers are much more effective than generic ones, as they are relevant and useful to a specific person. Analyze customer purchase data and offer them what matches their interests.
Knowing your customers' interests will help you offer them exactly what they need. If you have information about the customer's preferences, use it to create personalized offers. This could be a recommendation of products based on previous purchases and customer behavior. To create personalized recommendations, enKod offers different customization methods, both for email newsletters and for the website separately.
Setting up a recommendation block in enKod
Check out the BRANDSHOP case study on how product recommendations helped increase website revenue by 6.6%
Encourage them to make a purchase
When a customer has made a purchase once and then left for a month, it's time to remind them about their next purchase. This is especially true for products with a short sales cycle, such as casual clothing. Invite customers to make a repeat purchase using recommendation blocks that are built on the basis of information about their purchases.
For businesses with a long sales cycle, this strategy is also effective. For example, a client bought an iPhone, a year later a new one came out - offer him a favorable Trade-in condition for upgrading the phone. This is also relevant for a car or a refrigerator =)
In addition to stimulating repeat purchases, there is a whole group of mechanics for returning the client to purchase - these are abandoned mechanics. For example, the client added a book to the cart, then disappeared. Send him a reminder, this will greatly increase the likelihood of a purchase.
Check out Lustrof's case study on how abandoned cart works for an online hypermarket.
Conclusion
Share company news with your customers. Newsletters can be a great tool for bringing them back if they find them interesting and useful.
Every client is valuable, and your attention to them is the key to a successful business. Follow these recommendations to return former clients and turn them into regulars.
For more information on how to reactivate your audience, see our guide .
Subscribe to our helpful newsletter to learn how to increase revenue and get more helpful marketing automation tips.
