Winning Back Lost Customers

The numbers tell us that you’ve got a 60 to 70 percent chance of selling to an existing customer compared to a 5 to 20 percent chance of selling to a prospect. That makes the need for customer retention marketing indisputable, and yet, even with customer retention strategies in place, what if your customers still slip through your grasp?

The numbers say “all it not lost; try again” – because you’re actually twice as likely to sell to a “lost customer” as you are to a prospect. And here are four tactics for bringing them back into the fold:

“Come Back” Postcards – Send an offer geared to customers in your database that you haven’t heard from in a while. Basically tell them you’re sorry to have lost touch and that, with this special offer, you are sincere about wanting to reconnect. Even a handful of responses can make the mailing well worthwhile.

“Come Back” Email – Assuming they’re not so inactive you don’t have their email address, sending an email to a targeted inactive group with a specific offer is another viable tactic. But make sure your subject line is really strong to entice them to open your email. Directing the email by name to an individual, noting previous history with your company, is even better.  

Handwritten Note – Or try a little one-upmanship with your own penmanship. A handwritten note to customers you haven’t heard from in a while could be very impressive indeed.

Phone Call – After you’ve corresponded via mail/email, and alerted them that you “will be calling soon,” a phone call follow-up could be just the thing that’s needed to bring your customer back on board. Keep it brief. Remind them of the strong offer. Ask if they have any questions. And offer to schedule an appointment.