From Karon: It’s rare that I allow a guest to post on the Marketing Matters blog. In fact, most people who ask just don’t have anything to say first. I’m happy to say, however, that sales professional/employee Holly Cordner is an exception. Pay attention to people. Holly can help convert your email subscribers. Take it Holly!
We all have clients who have become “cheats” for one reason or another. Maybe they used to subscribe to your service, but let their subscription expire a few months ago. Maybe they have bought a lot from your website in the past, but now they need to remember how good your product is. Or they may have signed up for a free or premium trial and canceled shortly after it expired.
The problem of non-responders
Studies have shown that up to 60-70% of people who subscribe to a company’s mailing list are inactive. In addition to the obvious problem of lost revenue, “non-loyal” customers don’t buy and therefore don’t add anything to your business bottom line. There are a few more problems with having unsubscribers on your mailing list than you realize.
Consider the following:
- Loss of attention – You can waste time and effort to send messages to customers who do not care.
- Lack of clear metrics – You can’t make good decisions about how to improve your email marketing when the number of opens and the number of clicks cover many people who don’t respond. Think about it: when you have tens of thousands of email subscribers, a difference of a few hundred “opens” does not seem like a lot, but when you get or remove unengaged from your list, A few hundred open ones may be. big difference in response percentage.
- Decreased ROI – These two issues can lead to ineffective and pointless email campaigns, and you may not even know it.
Removing “non-loyal” customers from your list is one way to solve these problems, but it still doesn’t solve the fact that those customers were put in your business. They know and like your products and services and can spend money with you.
For this reason, it is a good idea to try to capture as many people as you can before releasing them. Many will not go forever. They’re as good as gold – they just need a nail to come back, and that’s where your email marketing campaign should come in.
Steps to win back loyal customers
- Don’t send the same message to everyone –
Use data to segment your customers. What did they buy? Why and when did they stop responding? How was your previous conversation with them? Have they used discounts before, and if so, which ones?
Use this data to segment your list (you can be as specific as you want) and send the right recovery message to the right customer. Don’t send them newsletters if they really want a product introduction, and don’t send them coupons when they respond to requests for referrals.
- Combine the power of cash flow with extras –
Customers often leave because of price. Bring back their business by making it easy for them to open their wallets. Highlight discounts or additions well in your subject line and make it clear that it’s a special offer.
An example of a successful company is Bed, Bath & Beyond. Check out this email they sent me recently:
the email does a great job of showing the part that matters most to me: getting a coupon. The call to action (“Click to get the offer”) is distinguished by red letters, and arrows. The unmistakable subject line also spells out what was waiting for me inside: “What you offer in the store 20% is here!”
- Remind customers of what sets you apart – Sometimes customers wander off because life is busy and forget to buy. Remind them of what they’re missing by listing all of your features, what sets you apart from the competition, and what they’ll get if they come back to you. You can also show recent service promotions or price reductions. In other words, give them a reason to come back to see you again. Check out this email from a local pizza chain:
They offer a free salad with the purchase of a pizza and describe the flavors: hot lettuce, dressing, etc. They also included my loyalty account balance in the email which was nice. This reminds customers that they are close to earning loyalty rewards and can encourage them to spend more.
- Use Previous Purchases – Recommend similar or complementary items or suggest refills that may be out of stock. You can also ask for product reviews and consider offering incentives if they follow through.
- Ask for increased engagement – Asking for product reviews is one way to keep customers engaged with your brand. Other methods include inviting them to follow you on social media, providing feedback on Yelp and other review sites, creating content to display on your site, suggesting product improvement ideas, etc. It’s a great way to re-engage customers with your brand if they haven’t been there for a while and supports a positive word-of-mouth relationship. One company that does this very well is Sephora. Check out this email:
in addition to asking for reviews, they invite you to sign up to use their internal “pinning” tool to share and buy similar products.
- Send an email message – Think “infographic”. Educate your customers on what may or may not be relevant to your business or product. An example could be a guide, a look at the upcoming winter fashion, or, related to the last point, an instructional video on how to get more of the products they bought before. Keep these emails short, but be sure to deliver on the promise of the subject line.
- Ask customers to update their preferences – Ask them what they get in your emails. Maybe they are coming too often or maybe you are sending them to the wrong person. Ask them what they want from your emails, and yes, don’t be afraid to give them the opportunity to limit the number of emails they receive or unsubscribe altogether. Many customers will find that they don’t want to waste on the offers and information you provide, and, like money, they can tell you what they would like to see so that you can send them important messages.
In addition, this method helps you to remove your list, if necessary. If there are non-responders, consider removing them from your mailing list.
- Try, try again – Don’t give up if you don’t hear back from loyal customers on your first try. Review your plan, if necessary, and continue sending targeted emails.Do your best to keep them engaged from now on – don’t let your customers drift away. Try to keep them engaged by learning about their interests and sending them relevant emails. In addition, you will adjust the information that will be sent to customers during the period to slow down. If there hasn’t been any contact from a customer in 90 days, for example, use one of the methods above and try to re-engage that person.