One normal, but heartbreaking, aspect of business is losing a customer. In fact, it can happen so often that we become desensitized to it. “Sad to see you go, but…” What can you do, right? Well, you don’t have to accept that attrition is normal. After all, it costs less to bring a customer back than it does to go get a totally new one.
So, how can you do it?
Stay in Touch
If you keep in touch with your customers throughout the year, whether through a newsletter, a birthday greeting, or just an update on your latest deals, then you remain at the top of their minds when they’re ready to make another purchase.
If you do this right, you don’t even have to consider it a “win back” campaign, because your buyers won’t leave at all. If you have let this slip, then now’s the perfect time to start reaching out again.
Ask Difficult Questions
Confronting your shortcomings isn’t easy, but if you want to keep your buyers coming back, you have to constantly evaluate your weaknesses. Reach out to buyers who have drifted away and ask them to complete a short survey. Get them to tell you exactly why they decided to start buying from someone else.
In addition to the survey—and trust us, your customers will love the chance to speak their minds—give them a small treat. That might be a discount or deal on your products or even a free gift. Give them a reminder of why they once loved your company.
Examine Your Segmenting Strategy
You may get this answer from your survey, but there’s a chance you’ll have to discover some things on your own. One thing buyers say annoys them the most is receiving irrelevant offers and information. Take a moment to examine the marketing mail you sent in the past. Did you continue peppering everyone on your list with the same information over and over? Did you perhaps address the envelope with the dreaded “Or Current Resident” moniker?
If your buyers felt they were simply one in a very large crowd, with no attention paid to their wants and needs, then there’s a good chance they wandered away to find a company that could treat them as the individuals they are.
Provide Relevant News and Offers
If your lapsed customers still haven’t come back around, don’t give up. Keep them up to date on things happening in your store by sharing the latest news. Make sure that news is relevant to the recipient, though. You might just push them further away if you provide discounts on men’s Speedos when they really want a ladies’ one-piece bathing suit.
Once your buyers see that you do know them and their pain points, they might just walk back through your door to see what’s available. It really can be as easy as that to get your wayward customers back.
If you need some help crafting a win-back campaign for your direct mail marketing, give us a call. We’ll help you create winning messages that reach the right person at the right time.