When it comes to re-engaging lost leads, for a person to be considered lost, they must find you in the first place. Regardless of the reason, they found you. Okay, you have a new client. For whatever reason, this person found you and chose you. Perhaps they were looking for a single service and your advertisement popped up, maybe they’re old school and went to the yellow pages, maybe they saw your advertisement online, maybe they saw your wrapped vehicles driving around the community, or maybe they discovered you through word of mouth. They could have even signed up for exclusive e-mails and responded to your e-mail campaign.
Now, your team of experts delivered services and nailed it leaving your client happy. All is well. This client, however, did not sign up for recurring services which begs the question – how do you get this person to come back for more business and develop loyalty towards you, your products, and your services? There are lots of competitive businesses offering similar services, and though you did a good job, long-term loyalty is challenging to achieve. Loyalty is fickle – as much as you hope they will have an emotional attachment to your company, they likely will not, and most customers will go to the best deal. In the end, if something seemingly better comes up, they’ll move on without thinking twice.
Ideal success involves someone investing in your product once and then continuing to use your services. However, as we all know, this is not always the case, and the longer clients go without purchasing a product or service from you again, the harder it will be to re-engage them. In the end, the goal is to keep them excited to reinvest in your brand after their initial experience with your company
How To Keep Recent Customers Engaged With Your Brand
Attracting customers and keeping them engaged with your business begins with establishing a favorable reputation. Even if you have the charisma, experience, and education to keep your clients happy, they must find you first, and establishing a reputation takes time. That’s where marketing comes into play. Of course, you want your clients to have a positive experience with your brand, but you also want to ensure that they feel an extended emotional attachment. You want to woo them through marketing campaigns that will keep them excited about purchasing your brand again.
- Feature Discounts Or Coupons Through An E-mail Campaign: This is a cheap way to re-engage customers. Focus this campaign on those who were recently engaged with your brand or actively participate in your e-mail campaigns. Putting lots of energy into people who don’t respond or open your e-mails will prove to be wasted energy. If you hone in on those interested, you will likely have a higher success rate.
- Be Sure Your E-mails Have An Engaging Subject Line: You want potential or current clients to click, right? As you design these subject lines, think of the purpose of the audience you’re targeting. If you haven’t heard from someone in a few months, let them know they’re missed, and give them an offer they can’t refuse. Coupons, discounts, or new services will help them spark people’s interest enough so that they take the plunge and open the e-mail.
- Use Facebook And Other Social Media To Your Advantage: Create a custom audience via Facebook or other social media platforms and provide these users with a special offer. If they’ve previously bought your product, they know about you and your brand. Now, you’re looking for ways to make them loyal to your brand above others. By providing them with an exclusive offer, you will make customers feel like they’re part of an exclusive group.
- Create Engaging Google Ads: Make sure these advertisements are current, relevant to your targeted customer base, and offer something specific. Don’t be vague. Instead, discuss products, services, or incentives. Focused content will encourage people to click on the advertisement and engage with your product. For example, discuss recurring service options, upgrades, or discounts. Highlight new practices, technologies, services, or accolades. Being specific in your ad will set you apart from your competitors.
- Use Age-Old Snail Mail: Don’t discredit this vintage approach to marketing. Unlike e-mail campaigns where people often have an inbox filled with other e-mail campaigns, a snail mail campaign is more exclusive and right there for your potential customer to experience. A tangible, graphically engaging offering that features your product and your brand forces active involvement. Ideally, they will see, read, and think about your product rather than just throw it away, delete it, or leave it to rot in their inbox.
- Be Sure To Address The Customer Personally: All too often, these mass-marketed e-mails feel impersonal. It feels like they’re generated for a broad audience. By simply addressing people by name, you make them feel important.
- Ask Your Current Or Past Customers For Feedback: By asking for feedback, you’re creating a mutually beneficial relationship. You’re making those who previously engaged with your product feel heard and like their opinion matters. You’re also collecting important data about what’s going well with your services and what, according to the consumer, needs improvement.
Strategies To Re-Engage “Lost” Customers Through An Effective E-mail Campaign
When it comes to re-engaging a customer that hasn’t purchased or subscribed to your product for months or more, remember to be optimistic and realistic. For one reason or another, they didn’t develop a long-term relationship with your products and services. Maybe there isn’t a perceived need, or perhaps they found another deal. Regardless, it’s important to be strategically persistent.
When it comes to re-engaging lost leads, you want to do so without investing a lot of money or resources into potentially lost customers. Assuming you already have a Google ad campaign, we’re going to focus on revamping your e-mail campaign exclusively to re-engage lost customers. E-mail campaigns are inexpensive, and when executed thoughtfully, effective. Even with an average click-to-open rate of less than 20%, email campaigns still maintain a higher return on investment that makes them worth your while. Also, with some finesse, you could increase your click-to-open rate which only makes your efforts that much more worthwhile.
- Provide Relevant E-mails: This point is important to keep and win back clients. If the information in their e-mail is relevant to their seasonal needs and current events, they will be more likely to re-engage with your product. Maybe you highlight sanitation services that many people find necessary during a global pandemic, seasonal pests that provide problems for a wide variety of homeowners in your area, lawn maintenance during the warmer months, or HVAC services that help with moisture control during humid times of the year.
- Allow E-mails To Ebb and Flow: Don’t constantly flood your subscribers with information. Start off strong, slow down, and then re-engage after a period of time.
Consider The Demographic Of Potential Clients When Providing Incentives
Think about the community you work in as well as your business philosophy when pushing discounts or coupons. Consider featuring military discounts, senior discounts, teacher discounts, or exclusive offers for recurring users. Even if your potential clients do not fall into one of these categories, it will positively reflect the ethics of your business which will resonate with most people.
- Figure Out Who Is Reading And Who Is Not: If 80% of your e-mail list never clicks on e-mails, you’re spending a lot of time and energy wooing what is potentially a lost cause. If you’ve made all possible efforts, remove those who are unresponsive so that you can rebuild and fine-tune your e-mail list for those who are interested in your services.
- Engage Your Audience With A Survey: Provide surveys for those on your list to find out who is engaged and who is not. Make this survey enticing – provide a specific call to action or promotional opportunity to encourage subscribers to participate. This will also help you filter out inactive people on your e-mail list.
- Provide Options: If you’re allocating resources toward an e-mail campaign, consider providing multiple avenues for reader involvement. Maybe they want to learn more about common area pests, receive your monthly newsletter, or hear about promotional deals. By providing them with options, you’re giving them ownership about what information they receive.
- Create Custom Audiences: Use social media platforms, phone campaigns, or requests for contact updates to create an e-mail list of active participants. Facebook even has a custom audience preference that allows you to target a specific group of friends. Fine-tuning your audience based on who’s responsive will encourage them to engage in other marketing campaigns and supply them information or promotional materials as a reward.
- Provide Learning Opportunities: Webinars, demonstrations, and even blogs will give readers a glimpse into your brand and your experience. If a customer has lost interest, these strategies will hopefully reinvigorate them in a meaningful way.
- Provide An Aggressive Offer: Small discounts may work for some, but an aggressive offer will work for more. Consider providing a heavily discounted or free service. Highlight guarantees and accolades that make your business stand out from your competitors.
In the end, it’s important to remember that the relationship between the customer and the client is a two-way street. Keep yourself relevant – if they forget about you, they won’t come back. Give them opportunities to remember who you are, your philosophies, and how you can expertly fulfill their needs. Also, make sure they feel like they have a voice, are teachable, and are exclusive. Do your best to keep customers informed and active in creative ways so that they feel you’re actively trying to maintain the relationship.
When it comes to keeping customers loyal to your brand or encouraging them to purchase your products or services again, remember that it’s best to catch them early after a recent purchase. Keep them moving through the process of discovery, research, and making a purchase decision as soon as possible. It’s easier to have someone who had a positive experience with your brand purchase again after a couple of months. If you wait a few years, it will be much harder.
Create Successful Engagement Campaigns With FieldRoutes
Creating a successful engagement and re-engagement campaign takes time and energy. Furthermore, you want to make sure these efforts pay off. Fortunately, our team at FieldRoutes, a ServiceTitan company, will work with your brand and your goals to create a marketing campaign that aims to not only target new customers but also retain current ones and re-engage seemingly lost leads. We will actively work to lower your churn rate – the percent of people who stop your service within a given period. The higher the churn rate, the smaller the profit. Our thoughtful campaigns will help you:
- Generate leads and keep them engaged: We will promote your company using every tool available including e-mail campaigns, search engine optimization, pay-per-click advertising, and more. We will create powerful strategies to communicate with your current and potential clients that keep them informed, engaged, and aware of your brand, your services, and your special offers.
- Close deals online to streamline the customer experience: We will help you manage every part of your marketing process including establishing leads, closing deals, sending welcome e-mails, scheduling services, communicating about services rendered, and inquiring about follow-up appointments. Establishing practices that put the customer experience in cruise control will ensure that clients have the support and communication they need with little hassle on your end.
- Track strategies and analyze what’s working and what isn’t: By providing data, you can investigate what strategies are most effectively acquiring new leads and engaging current customers to upgrade their services or participate in promotional events. We conduct analytics that track results so that you know which investments are paying out and which need revisions. Then, we provide recommendations for next steps.
Our team at FieldRoutes is more than a software company, we are a part of your team. We will ensure your marketing dollars are well spent by establishing and evaluating the key metrics that maintain a loyal customer base and win back lost leads. For a free demonstration about our services, reach out to us today!
Your Partner In Growth
We hope this guide has been helpful. Whether you’re looking to add efficiencies, make things easier for your employees, improve your customer experience, increase sales, or anything in between, FieldRoutes is committed to helping your business reach its full potential. The platform automates all aspects of field service operations for enterprise and small business customers that span office management, advanced route optimization, payment processing, digital sales, marketing, and customer acquisition solutions that accelerate growth, streamline operations, increase customer retention, and maximize revenue. Our operations and marketing suites were built with your customers and employees in mind and can help you grow quickly, scale intelligently, and serve customers relentlessly.
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Christoff, Chris. (2021, June). “Three Ways To Win Back Lost Customers”. Forbes. Retrieved from: https://www.forbes.com/sites/theyec/2021/06/04/3-ways-to-win-back-lostcustomers/?sh=4fe264e466f6
Gotter, Ana. (2022). “5 Ways To Re-Engage Those Long Lost Customers”. Single Grain. Retrieved from: https://www.singlegrain.com/customer-retention/5-ways-to-re-engage-those-long-lostcustomers/
Nathan, Andy. (2022). “The Top Ten Ways To Re-Engage Dead E-mail Subscribers”. NielPatel. Retrieved from: https://neilpatel.com/blog/re-engage-dead-email-subscribers/