The following is a sponsored post by ThinData. The Email Authority.
The economy is soft and you’re responsible for keeping your existing customers. But how can you achieve customer retention when it means taking resources away from generating new customers?
The answer: re-engage those customers within your existing database of subscribers who, for some reason, haven’t been as active as you want. Since you’ve already built some kind of relationship with these inactive customers, the effort and expense of turning them into good customers can be quite low.
Here are four ways to re-engage these all-important inactive customers:
- Send a “welcome back” email message along with special offers or incentives
- Entice inactive customers to participate in an online survey with an email contest
- Change the time of the day, week or month that you usually send email
- Combine direct marketing initiatives with your email messages
Here are four best email marketing practices for ensuring the success of your re-engaging initiatives:
- Verify email addresses so that you are sending to legitimate destinations as opposed to email addresses that label senders as ‘spammers’.
- Roll out your re-engagement message to a test sample of inactive customers.
- Make plans to deal with the influx of questions, data and/or transactions associated with re-engaging inactive customers.
- Measure the activity of the newly engaged customers to understand what entices their re-engagement.
Apply these eight tips and you will cost-effectively re-engage inactive customers – thereby addressing customer retention before it becomes an issue. At the same time, you’ll tap into the hidden value – i.e. new revenues – of this important and often overlooked customer segment.
For other practical tips that you can apply to optimize your email marketing campaigns’ revenues and successes,visit www.ThinData.com/greatideas.
