Despite your best efforts, customers go quiet for a variety of reasons – many of which are out of your control. So what can you do to reawaken them?
Find out why they dozed off
There are many reasons why they may have stopped interacting and buying with you and understanding why is the crucial first step in luring them back.
Read On:
How valuable are your customers
Who’s better: existing or new customers?
What data should you collect from customers?
The simple way to do this is to just ask them: “we haven’t seen you for a while…” emails are a good start. Better still are surveys designed to uncover what you could do better or differently or what you can offer them to get them back on your site.
The important thing is to listen to what they say and act on it: if they recommend changes or improvements, see how you can make them. You may only hear the suggestions from one customer, but they probably aren’t the only ones who think it about your site.
Incentivise the surveys too to garner maximum response.
Look at their history
Before you reach out to them, take a look at their purchase history with you to see if there are any clues as to why they have stopped doing business with you.
You can also use this an their purchase history to tailor how you contact them, what you offer them and what you ask them.
Incentivise them
To attract your snoozing customers back requires wit, guile and probably incentives. So once again look at their purchase history and any other data you have on them and try and construct as personal an offer to come back as possible.
Of course things like free shipping or money off are great, but increasingly these things are being offered anyway as everyday incentives, so you have to box-clever.
Offer a very deep discount, or a personal consultation, or even a massive welcome back discount are all feasible, as are things like six months free shipping or other perks that make them feel special.
Show them what they’ve been missing
You may never know for sure why your customers stopped engaging, but one way to start to reengage them is to show them what they have been missing.
Tell them about what has changed since they last shopped with you – outline new ranges, design changes to the site and any special offers that have accrued.
Also show them some of the things other people bought and, if possible, show them some of the positive reviews that you may have. Maybe even a customer case study or two. Make them feel like you want them to join in your success.
Be social
When you survey your customers, find out what social networks they are on and make sure that as part of your reengagement programme with them you seek them out on these sites and use social media to show them – directly and indirectly – what has been happening on your site and to your other customers.
Be persistent
Look for persistent ways to stay in front of disengaged customers. For instance, a browser app can keep you top of mind for every customer that downloads the add-on.
Use apps to share everything from content, functionality, social media resources, chat, video, RSS, and more.
Dormant customers might be attracted to the versatility and accessibility, and you can easily keep them engaged with news, special offers, customer successes, and more every time they go online.
Speak Your Mind