Generally speaking, the conversation between a brand and its audience is a relationship that needs to be nurtured and, inevitably, requires the interest of both parties to remain alive and bear fruit.
The difference is that your company can't make too many demands, not to mention that there are many "suitors" trying to win over the people who buy from you. Therefore, it is always possible that the frequency of interactions will decrease, to the point where no movement from that contact is recorded.
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To rekindle this flame and reactivate this customer base, there is nothing better than sending a message to find out the reason for their withdrawal, collect feedback and open up interesting opportunities for them to return.
Enjoy reading and learn how to implement this strategy!
What are inactive customers?
An inactive customer is one who has already made one or more purchases with your company, but has stopped interacting with you since their last contact. This can happen after the first purchase or after a long period of loyalty.
Many factors can cause this inactivity, for example:
loss of interest;
change of habits;
loss of login, email or contact phone number;
more interesting solutions in the competition;
unresolved conflicts;
dissatisfaction with orders;
lack of communication and transparency.
The good news is that the inactive customer is not lost forever, there are strategies to try to recover them, which can even start with a simple message.
Why is it important to recover inactive customers?
It’s easier to keep loyal and active customers than to maintain a constant flow of new buyers. Converted users have already shown openness, interest and have been convinced, which shortens and makes it easier to maintain them. Better than having to start each purchase journey from scratch.
HubSpot data shows that the cost of acquiring new customers can be up to seven times higher than the cost of retaining them . At the same time, the ROI for loyal customers is higher. A 5% increase in retained customers can generate a 25% to 95% increase in revenue .
In short, this is the main reason to send messages to new zealand business fax list inactive customers and try to rekindle these leads, or at least understand what caused the loss of interest to prevent the scenario from happening again.
Plus, it’s cheaper to use these known contacts. Capturing new leads requires a greater investment than nurturing those who have already been qualified and converted.
Reactivation reduces CAC (customer acquisition cost), increasing the return on your marketing campaigns, while giving your audience reasons to pick up the conversation where they left off, creating lasting relationships with your brand.
Read also: Student Retention: COMPLETE GUIDE
How to identify inactive customers?
Before you can send messages to inactive customers, you need an efficient process to identify them in your contact base. The most practical way to do this is with an automated customer management system, such as a CRM, for example.
These platforms are capable of automatically recording the behavior of captured and converted leads, identifying any changes so that you can prevent leads from going cold.
First, it is worth observing the average time between purchases, to determine how often interactions with the consumer occur. After that, be aware if the interval increases for no apparent reason.
This is when you should make an attempt to contact the customer, for example by sending an email marketing message . Then, observe how the customer reacted to the message, whether they opened it or ignored it, whether it went to spam or whether they opened it but didn't click on it.
Depending on the action taken by the customer, or lack thereof, the customer can be defined as inactive, lost or reactivated.
How to send a message to inactive customers?
To rekindle these relationships, you need to use everything you know about them, including their demographics, product interests, and preferred channels of service. This information is essential to knowing what to say and how to message inactive customers.
The content should be personalized, taking into account the last interactions, the time it took to attempt reactivation and the user's profile. This care increases the chances of getting a response.
The main goal is to win back the consumer and achieve loyalty, making it clear what advantages they can obtain if they decide to make a new purchase. However, it is also important to learn more about what caused the withdrawal.
This discovery can be crucial in convincing them to return, as well as serving to optimize the experience offered to the target audience as a whole. In any situation, the most relevant question is: “what makes my customer return?”
Also check out: What should the consultant's relationship with the client be like?
Examples of messages for inactive customers
In general, message examples for inactive customers are divided into:
reason for inactivity;
heating of the contact base;
customer reactivation.
First, it is important to contact the customer if you notice a change in the frequency of orders, and try to find out the reason for the inactivity. You need to act carefully so as not to pressure the customer and drive them away altogether.
Then, we have messages to rekindle the base, which work by collecting feedback and satisfaction surveys, which can serve simply to remind them of you or even contain some exclusive benefit to attract the customer immediately.
Finally, we have the classic objective, which is to reactivate consumers who have stopped buying your products. This model is based on target audience segments that have been mapped, in addition to each one's profile, as mentioned.
3 ready-made messages for inactive customers
Based on the examples mentioned, we created three ready-made message templates for inactive customers, check them out:
Model 1. Finding the reason for inactivity
This version needs to be aligned with the brand's standardized tone of voice and communication, in addition to considering the consumer's profile and preferences. It is possible to use humor and a more provocative text, with mental triggers to stimulate a desired action, as long as it is done carefully.
“Hello, [customer name]. We missed you!
We noticed it's been a while since your last purchase. As we take our commitment to your satisfaction seriously, we'd like to ask why.
If you are interested in providing this feedback, please access the exclusive link: [survey link]
To thank you for your attention, we have created a special discount coupon for you, valid for 10 days:
VOLTA10
We are waiting for you!”
Model 2. Warming up the leads
In this case, the idea is to show evolution to rekindle consumer interest, which may have cooled over time.
“Hi, [customer name]. How are you?
We have some news for you, we are launching a new updated version of [purchased product]. Why not take this opportunity to replace the old model and get more benefits?
Check out the video below to learn more:
[embedded video]
If you are interested, use the coupon code 10OFF to get 10% off your purchase!”
Model 3. Reactivating customers
Finally, we have the final version of the messages for inactive customers. Check it out:
“We have an unmissable proposal!
We have a new website, full of products and offers tailored to meet your needs. See the ads we have selected especially for you:
[product showcase]
Want more? For a limited time, we're offering 10% off the entire store.
Don’t miss it!”
Thus, we conclude this practical guide on how to send messages to inactive customers and increase the chances of recovering contacts, making your investments in acquiring them worthwhile.
Remember that this is a very valid strategy for retaining students in your online course. In addition, the EAD Platform offers integration with several marketing tools, to make managing your course even easier.
