Businesses usually try to chase down new customers in order to expand their operations. But contrary to popular belief, the customers a business has already earned are the most crucial in keeping business operations out of trouble, while churning in the profits. According to an analytical report, even just 5% of customer retention can boost any company’s profit from anywhere between 25% and 95%.
So, it is quite crucial during any marketing campaign to reconnect with inactive customers. In some cases, it is even better to devise an exclusive marketing campaign just for customer re-engagement. Direct mail marketing, a time-tested tool to promote businesses, can come in really handy for re-engaging an inactive customer base.
Finding the Reason Why Customers have Become Inactive
Before devising any such marketing campaign, you have to do some homework. For instance, you can’t effectively re-engage customers if you don’t know why they disengaged in the first place. Look through the list of inactive past customers and assess if:
- They are neglected in marketing campaigns for a long time
- They are bombarded with unsolicited promotions
To find other out other reasons, you can reach out to inactive customers to get their feedback. Write a direct mail and make sure that it doesn’t have an interrogative undertone. Politely try to find out the reasons why customers have discontinued doing business with you. Enclosing a stamped envelope with your direct mail is the recipe for getting a quick response.
Personalize the Mail
Once you have found out the reasons why different customer cohorts are not engaging with your business, you can move forward with dispatching personalized direct mails to them. To make personalization more effective, targeted mailing lists can come in really handy. Cross-reference the contacts from the inactive customer list with different targeted mailing lists to find out more about the recipients
The more you know about them, the better will be your personalization of direct mails to re-engage them. It’s a no-brainer that personalized communication increases the chances of drawing out the response from future prospects.
Incentivize to Re-Engage
For all those customers, who you have lost to other businesses, they can be earned back through incentives. For that, first find out what your competitors are offering and then come with an incentive which can neutralize them. When devising incentives, you can also get a lot of help from different targeted mailing list selections. These perfectly curated contact lists can help you find out particular interests of your inactive consumer base. Tailoring incentives according to their interests is a sure shot way to re-engage those former customers.
As you can see, re-engaging customers through direct mail marketing has a lot to do with targeted mailing lists. For that matter, it is imperative to develop a contact with any seasoned mailing list broker to get clean and up-to-date targeted mailing lists.
Direct mail can be used to promote a business in every consumer domain. Read this blog to find out how direct mail strategies for B2B and B2C marketing can be worked out.
