“One old friend is better than two new ones” we say to appreciate the loyalty of our old friends. This is also true for old customers, even if they are not engaged with your business anymore. The cost of a new customer acquisition is much higher than the cost to retain an old one. Unfortunately companies make so many efforts to get new clients that the old ones are often left neglected. This failure causes customer churn and consequently the loss of profit.
There are many reasons why customers may give up on your business. You can do very little if they are no longer interested in your particular kind of goods or services. But if your customers choose your competitors over you, there are various tactics to win them back. As email campaigns are the easiest way to re-establish a connection with your former clients, here are 3 simple email ideas that always work:
We know you. We love you.
A simple personalized email can work miracles. You can use automated campaigns which target customers who remain inactive for a certain period of time. Be sure that your email looks like a plain-text personal email rather than a well-illustrated and polished email campaign. It can be a note from your real employee (e.g. customer service officer) which states that you appreciate your customer, you miss them and we want to see them back. A little sympathy goes a long way.
Feedback to let steam off
Your customers might feel neglected. They might be dissatisfied with your customer service or their recent purchase. When you send an email asking for a sincere feedback, you let your customers express discontent. Your follow-up email with words of apology and appreciation will make your clients feel heard and valued. Asking for a sincere feedback from your customers will not only bring them back, you will have some valuable insight on what impacts your churn rates. There might be a dozen of various reasons which prevent your clients from buying from you (website usability, payment systems, etc.). Knowing these factors will help you make strategic decisions about your business in the future. Again, all these activities can be automated. Set up once, they will serve you forever.
Freebies do work
Offer some incentives for your customers to come back. We all love free stuff, especially when it is something valuable for us. Try to understand what your customers want and reward them accordingly. You can use promo codes, discounts or adds-on to their recent purchase. Give your customers a reason to come back and they will. Moreover this tactic will increase your customer loyalty and the open rate of your email campaigns.