DON’T WRITE OFF THE CLIENTS WHO LEAVE — GET THEM BACK BUSINESS HOW-TO
Then, our team started to call. We had two goals for these calls: set up an appointment then and there to discuss them resigning with us and to 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, having people they knew and had talked with before would increase those odds significantly. A typical reactivation campaign will see about a 2%–12% recovery rate of lost customers, and this venture held true. I remember when I first started, I thought I’d be happy with 2%— overjoyed for anything above 5%. From this campaign, we had three clients join back on, which was a big success! Since this campaign was such a huge success, we’ve 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 have left, we compiled a list of over 100 we want back. With this goal, we are planning to split-test two different styles with the same offer to see which of them will win. Our previous campaign was a success, so I have high hopes for the new one we’re planning to release soon. I know that our success lies heavy in keeping in contact with all clients, even those who have canceled. Retention is something that will make or break your campaign before it even starts. Sending a package or letter to a client or customer isn’t enough on its own. Following up on the initial package with additional letters and making those calls are essential in ensuring we remain top of mind. Creating a lost customer campaign is simple, but without proper planning and retention, it will fall flat. Put in that effort and time, and you’ll experience the satisfaction that comes when a lost customer comes right back to you.
A customer reactivation campaign not only gives you the tools to react appropriately to canceled 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 The Newsletter Pro 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, my team and I pulled 43 clients who we knew, without a doubt, we wanted to come back. I then focused my efforts on writing a story-based sales letter that centered on new beginnings with the start of a brand-new year. I topped it with the perfect ending: an irresistible offer. In addition to the letter was a copy of the book that I 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. As an added touch, I made sure to autograph and personalize each book, which came with a branded bookmark. Since we only had 43 clients we wanted to reach, our team decided that the best and most efficient method to get these packages to our lost clients’ hands was through FedEx. Each package, including getting all the materials together with FedEx Ground Shipping, cost about $18 each for a total price of $774 — a price worth every penny for the end result. Once these were well on their way, we started to prep for the next couple steps of our Lost Customer Campaign. To follow up on these packages, we sent out two letters — mailed first-class — a few weeks later, which cost an additional $150.
Losing a customer feels like a big blow that threatens to knock all the wind out of you.
I know, I’ve been there.
In business, customer loss is unavoidable. 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. At least once or twice a year, I set some time aside to sit down and go through these lists, asking myself, “What’s the best way to win these customers back?” The Newsletter Pro is not immune to customer loss, and I know getting these clients back on board with my company is worth the effort.
So, what is the best way to get clients back?
Through a customer reactivation campaign.
PRIORITY MAI L
3
www.thenewsletterpro.com
BUILDING RELATIONSHIPS TO HELP SMALL BUSINESSES SUCCEED.
208.297.5700
Made with FlippingBook Annual report