on these packages, we sent out two letters — mailed first-class — a few weeks later, which cost an additional $150. Then, our team started to call. We had two goals for these calls: set up an appointment with the client then and there to discuss re-signing with us, and send them to one of our sales reps directly. We had three people in charge of reaching out to these 43 clients. Each of them had a relationship with the client before they decided to cancel. We knew that if we wanted these clients back, leveraging people they knew and had talked with before would increase those odds significantly. A typical reactivation cam- paign will see about a
piled a list of over 100 that we want back. With this goal, we are planning to split-test two dif- ferent styles with the same offer to see which of them will win. Our previous campaign was a success, so we have high hopes for this new one! We know that Newsletter Pro’s success lies heavily in keeping in contact with all of our clients, even if they’ve previously canceled. Retention is something that will make or break your campaign before it even starts . Just this month, we won back two old customers thanks to the mainstay retention efforts we have churning all the time: our monthly print newsletter that lands in their mailboxes and our weekly nurture email that hits their inboxes. It’s a one-two punch that is always working for us. More extreme winback campaigns, like the one we described above, are just icing on the cake! Creating a customer reactivation campaign is simple, but without proper planning and reten- tion, it will fall flat. Put in that effort and time, though, and you’ll experience the satisfaction of seeing a lost customer come right back. If losing a client feels like a punch to the gut, welcoming one back into the fold is like a pat on the back.
2%–12% recovery rate of lost customers, and this venture held true. We went into the effort thinking we would be happy with 2% and overjoyed for anything above 5%. At the end of the campaign, three clients came back to us. That’s al- most 7% — a big success! Since this campaign was such a big win for us, we decided to release a brand-new campaign to bring back even more lost customers. After taking some time to go through each of the clients who left, we com-
Keap.com / The Keap Insider / 23 Newsletter Pro Team Info@newsletterpro.com 208-297-5700 NewsletterPro.com
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