All companies have a percentage of dormant customers in their databases, users who have previously registered on the portal to receive information or purchase a product but who then, while being subscribed to the mailing list, have no longer shown interest in communications or brand products.
This is a growing phenomenon, which online shops especially try to stem or reduce with action aimed at loyalty and reactivation. Dormant users can be the result of a policy that is not very sensitive to customer satisfaction or of a standardized communication that is not sufficiently attentive to the characteristics of the different segments: marketing strategies to awaken inactive customers therefore represent an activity, which is necessary as well as representing an investment that can be extremely beneficial for companies. Let us examine how and why.

An analysis of user behavior is essential for structuring targeted marketing campaigns

An already acquired customer is 3 times more inclined to buy again.

What to do to reactivate dormant customers

If it is true that being able to win new customers constitutes a constant activity for online stores and an important investment in terms of time, ideas and resources, it is equally true that reactivating those already in our database but who have become inactive is not an easy operation. It is, however, certainly less expensive and potentially more profitable: the possibility of receiving a purchase from users who have already purchased on an e-commerce site or have already visited a website, who therefore already know the brand and what it offers, are typically three times higher than those represented by a new user. Which steps should we take to build an inactive customer re-engagement strategy? Here are some suggestions:

Analyze the database in detail. Not everyone reacts in the same way to the communications of a brand: an analysis of user behavior and the consequent segmentation of the database into clusters of similar users is of fundamental importance in order to structure targeted marketing campaigns tailored to different segments. To do this, precise data is needed to highlight the percentage of inactive customers in the database, when was the last time they opened an email, if they interacted with the content (click on links, download informative material, clicks on the CTAs) when they made their last purchase or when they last visited the website. These elements will make it possible to profile and segment users based on their behavior, in order to create a dedicated marketing and communication strategy for each cluster.

Establish a timeframe in which to monitor the results. Evaluate the possibility of using trained professionals to plan an e-mail marketing strategy carefully, along with other activities aimed at reactivation such as sending personalized gadgets or dedicated promotions and set a frequency for sending them within a defined timeframe. At the end of this phase, you will have to analyze the results obtained to evaluate their effectiveness: some emails will probably arouse the interest of some users and lead them to visit your e-commerce or website and you will have new elements available for analysis.

Awaken interest in products and services through dedicated activities. Online consumers are increasingly similar to those who enter a physical store in terms of habits and expectations: they love to feel unique and important for the brand and expect activities tipically used in physical stores, such as dedicated discounts, bundles, coupons, gadgets or loyalty programs, which can also be replicated on digital channels. For this reason, a reactivation strategy that responds to their interests and leverages different mechanisms from user to user becomes fundamental, communicating how unique that specific customer is and how important her/his opinion is.

Prepare the approach message carefully. A personalized e-mail that includes, the name, the birthday, a special anniversary for the customer or other “non-standard” information, is certainly a good idea to awaken the attention of a dormant user and make it clear that there is real interest on the part of the brand to resume the relationship that has been suspended. The first step to take is in fact to bring the user closer: excessively commercial content at the beginning could turn out to be a careless move and further distance the consumer. On the other hand, a welcome back message, the proposal of a questionnaire on her/his satisfaction with the brand's offer or on the service offered, which helps to understand the reasons for her/his lack of engagement and which offers the possibility of accessing the online shop with dedicated discounts, may be useful. This exclusive approach may inform them about new collections, new policies and so on.

Reactivate consumers after holiday periods. Up to this point, we have talked about situations in which the brand has long since lost contact with some of its consumers. However, there are less extreme cases in which re-engagement techniques can still be useful to prevent a regular customer from slowly turning into an inactive customer. This is the case with summer holidays, a delicate period in which consumers change routines, have more free time available and surf the internet less: at this time of the year, lower priority is given to communications and marketing activities. In these situations, it is possible to structure a marketing strategy capable of accompanying the return to everyday life, in a natural and constructive way. Empathy is also a fundamental concept to be considered: welcome back emails, offers and campaigns in view of the return to make the post-holiday period less stressful and the prospect of interesting promotions and proposals for the coming months are all elements able to reactivate the contacts in your database and make your own business proposal.

Planning marketing activities to reactivate customers is therefore an important operation that means that planning must be carried out consistently and can offer important advantages in terms of time and resources. To do that, the advice of professionals able to structure a complete communication plan in line with the company's objectives can be useful. Mail Boxes Etc. offers flexible digital solutions and web marketing tools that adapt to the needs of your business and allow you to reach your customers directly and effectively. Contact us to find the best solution for you!
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