You’re sitting on a goldmine and you don’t even know it - Simple Is Good

1. You’re sitting on a goldmine and you don’t even know it. Our tips for a successful re-engagement campaign Your existing database has a ton of contacts, but you’ve not talked to them in months or years. Does that describe your situation? Don’t you wish there was a way to stay in touch with ALL your contacts and keep your relationship warm, relevant and profitable? Don’t feel bad – you dropped the ball, but it’s easy to pick it up again and get ahead of this. Remember – it’s easier and cheaper to re-engage an existing customer than get a new one. Give this some effort! First, let’s get a few things dialed in to make your re-engagement campaign a success. It’s not about you! Don’t be tempted to start off your re-engagement with “we this” or “we that” – it’s not about you. Focus on them, their needs and figure out what you can do to bring back their business (other than regularly communicating with them, of course).  Why did they lose interest?  Have they found an alternative to what you offer?  Did they misunderstand or not “get” all the benefits of being your customer?  Maybe they just simply forgot about you (since you’re not talking to them). Here is how you reboot the conversation. Show, promise and deliver value Say “hi”, say “thanks”, make it clear that you appreciate their business. Make it easy for them to come back. A short, personal note goes a long way. If you want their business, ask for their business.

2. Ask questions Ask why they’re not dealing with you anymore. The reasons may be completely trivial and easy to remedy. If they’re not pleased about something you or your staff may have done or not done, you’ll score points for just asking. Be genuine with your questions and you’ll get honest responses. Keep it human Avoid corp-speak! That’s not how you win your customers back. It’s a conversation you’re starting, not broadcasting. I don’t know how many times I’ve seen “re-engagement campaigns” arriving from a “no-reply” email address, not signed by a person with a name and not inviting them to do something. Keep it short, sweet, light – even funny if you’re brave enough – and to the point. Practical examples of re-engagement campaigns So now that we’re in the right mindframe, let’s get creative and tie all this together. Generally you want multiple messages dripped out over time – if they’ve not heard from you in a long time, it’s hard to expect them to drop everything and attend to what you’re asking. These campaigns typically start over email, but now SMS (texting) is a “thing” that’s getting amazing results. With email, the subject line is the most important piece, so you may want to spend extra time crafting that. Examples: Since we last saw you, we sold x products – you may be missing out! It’s your anniversary – here is what we lined up for our special day. Long time no see, Jenny… 20% OFF, because we missed you. Haven’t seen you for a while – something I said? We’ve made some improvements since you’ve been here last… Jenny, did you move away? Hopefully you get the picture. These are light-hearted conversation starters. Get creative. Be friendly, personal and approachable. More “you and them” not what you sell. Whatever the context of your business, creating new opportunities with your existing contacts should not be difficult, given some creativity and proper automation tools to make that happen. Ideally, you want an entire library of messages ready to go out on a schedule, so that “no customer is left behind”. (I know, that was terrible). Do this over email, Facebook, Instagram, Google My Business, SMS, remarketing – find them where ever they are. Last thing – don’t drop the ball again. Keep the conversation going, keep it fresh and keep it interesting for them.