Did you know that one of your deepest wells for bigger profits is your lapsed customer base? These are customers who have done business with you in the past, but for some reason have not come back.
This isn’t always due to discontent with your company. Sometimes it’s forgetfulness. Sometimes people simply want to try something new, and once they’ve done so, stay with it for convenience. Or a competitor comes along and offers them a deal at just the right time.
Assuming that lapsed customers had a positive relationship with you, re-engagement campaigns targeting those customers can yield tremendous results.
Take the example of one optician in the United Kingdom. In its market, independent opticians have been facing increased price-driven competition from large specialist chains. It fought back using a direct mail campaign with personalized URLs and incentive vouchers to re-activate lapsed clients and increase traffic to the practice.
The results? The practice reported 82 campaign recipients responding to the campaign and spending an average of £150 ($250) each after voucher reduction. This generated an immediate ROI of over 400%.
Want results like that? Talk to us about targeting your lapsed customers!
This entry was posted by Cary Wheeler on August 26, 2014 at 8:12 am, and is filed under Direct Mail, Marketing. Follow any responses to this post through RSS 2.0.
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