An Overview Of Reactivation Campaigns And How To Get Started
According to Oxford, a “campaign” is “an organized course of action to achieve a goal.”
When you hear the word campaign, you might think of a political campaign where the goal is for a candidate to win an election.
Businesses deploy a variety of marketing campaigns to win more revenue.
Marketing campaigns can help businesses:
- Find more new customers
- Get existing customers to buy higher priced products and services
- Get existing customers to buy more frequently
- Get “dormant” customers to buy again
Getting dormant customers to buy again is the ultimate goal of a “reactivation campaign.”
Reactivation campaigns are effective at helping a business grow revenue, yet they are often overlooked. Why? Because businesses become fixated on finding new customers rather than “reactivating” customers that have already purchased from them in the past.
Here are a few scenarios where reactivation campaigns can help:
A home remodeling business sold a kitchen remodel to a customer three years ago. That same customer may be ready for a bathroom remodel.
An automotive detail company detailed a customer’s SUV six months ago. That customer may own other vehicles that need a detailing service.
A law firm prepared a will for a client several years ago. That may need to be reviewed and updated in light of recent events.
A dentist installed a crown for a patient two years ago. That patient may need additional restorative dental work or be interested in cosmetic dentistry.
What all these scenarios have in common is that the customer/client/patient already knows the business and the business knows them and how to contact them.
A Recipe For Your First Reactivation Campaign
Try this simple reactivation campaign recipe to grow your business.
Ingredients:
Your List – A list of customers who have not recently purchased from your products or services. We recommend using email for reactivation campaigns so you will need their email addresses too.
Your Offer – Something you believe your previous customers will find valuable. It could be a discount or a bonus for buying. A dentist could offer a teeth whitening kit as a bonus for booking an appointment. A home remodeler could offer a lighting package upgrade as a bonus with each bathroom remodel. Use your imagination and don’t be afraid to test different offers.
Your Call-To-Action – What do you want your customers to do next? That is your call-to-action. Book an appointment, click to order, and call today are all examples of calls-to-action.
Preparation:
- Load your list into an email marketing platform such as Mailchimp.
- Create a campaign with your offer and call-to-action.
- Send yourself a test email and confirm there are no typos or broken links.
- Schedule your campaign to send a time likely to be seen by your list. If you’re selling to other businesses, we recommend weekday mornings. If you’re selling to consumers, then evenings and weekends might be better.
- Monitor the results. Be sure to ask returning customers what prompted them to call now.
- Plan on sending your campaign, with slight modifications, at least three times over the course of a month.
Bonus Tip – Add A Remarketing/Retargeting Campaign
Remarketing campaigns are online banner ad campaigns that reach previous visitors to your website. They may or may not have contacted your business the first time they visited your website. Remarketing campaigns allow you to show banner ads to potential customers up to 500 days AFTER they visited your website.
We recommend running remarketing campaigns that coincide with your email campaign, highlighting the same offer and using the same call to action.
Need help with your marketing? Book your free marketing audit with our one of our marketing experts. We’ll discuss your goals, current results, and help you come up with a plan of action best suited for you and your business.
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