Reawakening Inactive Customers

Monday’s post discussed why customers go inactive.  Today I want to explore the ways you can reawaken them and move their status to active and engaged.

The most direct way to figure this out is to ask them.  Put a survey together asking them what you could do better, what they would like to see offered and how you could better meet their needs.  Compile the results and make adjustments where possible and where necessary.  Make sure to let these customers know their feedback is valuable.

Another survey you could build is an invitation to update subscriber details and preferences.  This way you will gain their current contact information and a better understanding of why they use you.

You can also put together a Drip Marketing campaign offering a series of incentives or promotions unique to your business that are valuable to the inactive customer.  Try a few different campaigns to separate groups of customers to see which one is most effective.  Examples of offers include free consultations, discounts, re-activation campaigns or an exclusive whitepaper series.

Case studies and testimonials from your active customers are a great thing to share and promote across all communication.  Your inactive customers will be able see real practical examples that they may not have found before.

With a vast number of social media tools, you can engage your customers at their level.  Figure out where they are through a survey.  Engage them in conversation and when relevant provide valuable content and promotions.

The key to reawakening is to be persistent and proactive.  Surveys will help you better understand what they need and how to better connect with them.  Take this information and pursue them through email marketing.  Make yourself accessible to them and continue to share versatile information, promotions, discounts and content.

Inactive customer email campaigns will also help your deliverability rates.  ISPs are beginning to include engagement (opens and clicks) in the formula for deciding whether to deliver your e-mail to the inbox or elsewhere.

Have you had a successful campaign to reawaken your inactive customers?


  1. Tweets that mention Reawakening Inactive Customers « Swiftpage Email Marketing blog -- - June 16, 2010

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