To meet goals this holiday season, the ability to send another e-mailing to your house file can be critical. But overmailing to the house file could cause customers to unsubscribe or, worse, to relegate your communications to a junk folder or to mark it as spam.
Keep Customers Who Unsubscribe
To keep customers who unsubscribe from your mailings, provide other options, such as:
If these steps don’t work, try to get feedback on why the customer is unsubscribing. While the input may not retain customers, it helps you to better serve the remaining file.
When There’s No Customer Response
From a marketer’s perspective, lack of customer activity poses different challenges. It can take one of two forms: no e-mail activity and no purchases.
If e-mail tracking reveals an absence of interaction, the e-mail address may no longer used or communications may go directly to a junk mail folder that’s automatically emptied without being read. Some alternatives:
If there are no purchases, alternatives include:
While this marketer declined to be identified or to share specific results, his findings provide important insights for online marketers, particularly those who only use online methods. In a maturing market where additional sales increasingly come at the expense of competitors, it’s critical to have processes in place to reactivate former customers. These former customers are more cost-effective to contact than new prospects because their e-mail and postal addresses are part of the house file.
As direct mail can be expensive relative to online marketing, consider the following factors:
Assessing Reactivation Efforts
Key factors to monitor to determine the effectiveness of your reactivation marketing:
- Check for nonresponders or inactives as repeat mailings to unknown users both hurts your relationships with ISPs and may cause you to lose other customers. The period of inactivity may vary, based on your offering, from 60 days to 6 months.
- Look for clues as to when customers stop being interested or purchasing. If the falloff begins after 60 days, start at 30 or 45 days to win them back.
- Use an e-mail change-of-address service to reconnect with nonresponders who may have changed addresses. Offer this option in your e-mail preference center.
While reactivation marketing may not be as sexy as acquisition marketing, the return on investment can be better. Since former customers are familiar with your products and company, this reduces the need for additional branding support. Sometimes, an old customer is your best customer.
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