With reactivation marketing, you need to understand how long people have been gone, why they left, what's different in your offerings now, and what incentive they might need to come back.
While there are many ways to run a reactivation campaign, the following steps will set you on a pretty good path should you decide to launch one.
Finally, realize the difference between a reactivation campaign and a regular campaign. While the above steps could be the recipe for any old marketing campaign, there is one important difference. Reactivation marketing needs to understand how long people have been gone, why they possibly left, what is different in your offerings now that would make them come back, and what (if any) incentive they might need to come back.
If you can't answer, "What is different in our offerings that would make them come back," then skip the reactivation campaign and focus on answering that question!
Thoughts, comments? Leave a note below!
Until next time...
This column was originally published on February 19, 2010.
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