When did you last review your lapsed customers? It costs around six to seven times more to acquire a new customer than to keep an existing one. Yet, it’s easy to focus all your attention on marketing to potential new customers and forget about your existing ones.
If you have a large database of customers or you’re very busy with your current workload it can be easy to lose customers without noticing.
One of the most cost-effective ways of marketing is to get back in touch with your lapsed customers and entice them to come back.
How to win back lapsed customers
- Review your client database regularly to identify your lapsed customers. You’ll need to determine what ‘lapsed’ means for your business as the time period will vary depending on the nature of your product/service offering.
- Strike off those that are no longer customers for valid reasons and work on enticing the rest back.
- Identify reasons why each customer should come back to you – e.g. have you made improvements to your products and services or have you launched new products and services?
- Get in touch – this could be via telephone, email or by a letter – the approach will depend on how well you know the customer and again what your product/service offering is.
- e.g. if you’re a PT instructor you will have lots of face-to-face contacts with your clients and a relationship. A personal phone call is likely to be the best approach. If you sell products online with no customer engagement then an email approach would be the best form of contact.
- Use humour, nostalgia or even guilt in your message to engage your audience – tell your customers you’ve missed them!
- Consider making an offer to encourage a lapsed customer to return. If they’ve been using a competitor in the interim this may help bring them back to you.
- If they’re not interested, remove them from your database so you don’t annoy them with future contact.
If you’ve any great examples of a communication that tempted you back as a customer please comment below.