Don’t Write Off Lost Clients — Get Them Back! How to Launch a Successful Customer Reactivation Campaign
Losing a customer always feels like a blow, and it threatens to knock the wind right out of you. We know. Our team at Newsletter Pro has been there. In business, customer loss is something unavoid- able. People will always come and go. But, while it’s tempting to shake off those losses, move on, and focus on potential and current customers, banishing customers to a “canceled” list is the last thing you want to do. Newsletter Pro has been a successful, thriving company for more than a decade, but we’re not immune to customer loss. What we are immune to is apathy. We want to get those customers back! To do that, at least once or twice a year, we sit down and go through our list of lost customers, asking ourselves, “What’s the best way to win these cus- tomers back and get them to sign a new newsletter contract with us?” At this point, you’re probably wondering that same thing. What is the best way? In our experience, the ideal strategy is a custom- er reactivation campaign (also known as a custom- er reengagement campaign or winback campaign). A customer reactivation campaign entails reach- ing out to lost customers with a personalized note, special offer, or combination of the two. It not only gives you the tools to react appropriately to can- celed or lost customers, but it also coaxes them back to your company. The process of creating and then implementing your very own campaign is far more straightforward than many people might guess. The key is to make it personal.
We first started Newsletter Pro’s Lost Customer Campaign by choosing who we wanted to win back. This is crucial — sometimes two people just don’t click, and chasing after the people you didn’t work well with is a waste of time and energy. From the list we were considering, our team pulled 43 clients who we knew, without a doubt, we wanted to come back. Then, our CEO, Shaun Buck, wrote a sto- ry-based sales letter that centered on new begin- nings with the start of a brand-new year. He topped it with the perfect ending: an irresistible offer. In addition to Shaun’s letter, we mailed out a book that he co-authored with Dan Kennedy, “No B.S. Guide to Maximum Customer Referrals and Retention,” along with a testimonial booklet that we use in some of our marketing. To finish off the package, Shaun made sure to autograph and personalize each book and include a branded bookmark. Since we only had 43
clients to reach, we de- cided the best and most efficient method to get these packages to our lost clients’ hands was through FedEx. Including shipping, each package cost about $18 for a total of $774. That price was worth every penny for the end result. Once these packages were on their way, we started to prep for the next couple steps of our Lost Customer Campaign. To follow up
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