As promised here are the 8 Steps to Designing a Reactivation Campaign
One of my clients just launched a fairly large reactivation campaign. While there are many ways to run a reactivation campaign, the following steps will set you on a straight path should you decide to launch one.
First, understand that a reactivation campaign is when you create a strategy around those sleepy subscribers. You want them to get back to opening your emails and engaging with them. This can help improve sales, click-throughs, website traffic, and more.
1- Who is your target?
Are these people who stopped buying from you six months ago? Three months? Twelve months? If you run a subscription service, are they people who canceled one month ago? Two weeks ago? Two years ago? Decide first who you want to try and reactivate. If someone bought from you four years ago and you’re just now getting around to sending them an e-mail, it’s probably too late. It’s OK to run a few different variations of the campaign if you want to target several different groups from above.
2- What’s your goal?
I’ll take a wild stab and say your goal is to either have these consumers buy from you again, re-subscribe to your services, or otherwise reengage with your company. But, are there more specific goals than that? Maybe you want to introduce a new product line, introduce a new account manager, or upsell them on something they already own (or a service they already use)?
3- Why did these consumers leave?
Unlike a normal marketing campaign, you need to understand why your consumers left. Did they not like your products? Were you too expensive? Did you not have enough content in their particular field to keep them interested? Knowing the reasons they probably left will enable you to craft a message that addresses those issues specifically.
4- What segmentation or persona data do you have?
If you can segment these consumers either by persona or by purchase habits, you can make your reactivation campaign that much more effective. The rules here are the same as for any direct marketing: don’t just send a mass “We want you back” e-mail. Instead, use whatever knowledge you have of the consumer in order to create a more relevant message.
5- Split test offers.
It’s fine to offer a reactivation discount code to these consumers. They were effectively “dead” anyhow, so you aren’t really losing a full-price purchase by offering them a discount. However, showing consumers that you understand them and have new offerings that meet their needs might just be enough. So, do a split test and create discounts for some percentage of the group, but not all of them. See how they do when compared to the group with no offer.
6- Focus on your content.
Instead of just saying, “We want you back, here’s 15% off,” make a real Show your consumers you understand them. If they used to buy video games, talk about all the new things that have happened in video games since they last checked your site out. If you run a content subscription-based site (like E-Learning), highlight the new content you’ve added to your site since they were last members. Put the relevant content first. Consumers can get a discount anywhere if they try. It’s your content and products (if they’re relevant) that will be more interesting to them.
7- Make it easy for them to come back.
If it has been a while, there’s a good chance your consumers don’t remember their usernames or passwords. Either send them this information (or at least their username) in the e-mail, or make it really easy for them to find it. If their account has “expired,” make it easy for them to renew without reentering all their information again. If you offered a discount code, make it very clear where they enter it.
8- Reach out via different channels.
Are these consumers on Twitter (and do they follow you)? If so, send them a direct message, not an e-mail. E-mail marketing is great, but try other channels if you have access to them.
Finally, realize the difference between a reactivation campaign and a regular campaign. While the above steps could be the recipe for any old marketing campaign, there is one important difference. Reactivation marketing needs to understand how long people have been gone, why they possibly left, what is different in your offerings now that would make them come back, and what (if any) incentive they might need to come back.
If you can’t answer, “What is different in our offerings that would make them come back,” then skip the reactivation campaign and focus on answering that question first!
You are more than welcome to take a FREE tour to see how I can help you grow your business:
Check it out at: www.BestEntrepreneurSolutions.com/guidedtour
To Your Success,
Nancy Baki at Best Entrepreneur Solutions
Mind Your Own Business!
The concept of minding your own business means that while you are grinding away at your day job you need to be investing in your future and minding your own business. Pretty soon you’ll be able to walk away from that day job and mind your own business full time.
The best way to do this is through the acquisition of real estate.
Let’s take a quick look at where you are losing all your money-taxes. Taxes have been around since 1913 in the U.S. and 1917 in Canada (even earlier in England). While the original intention was to only tax the wealthiest of the population, obviously that’s trickled down to the masses, including those in poverty.
Now, keep in mind the more money you make the more taxes you pay. The wealthy know a way of getting around this-form a corporation. Corporations offer tax benefits and protect you from lawsuits. To learn more about this talk with one of our business coaches or your attorney.
We’ve all heard the golden rule of: Pay Yourself First.
But, many of us don’t do it. Until you learn and put this rule into effect, you won’t have any chance of getting out of the rat race. What this rule does is force you to come up with more income to pay your expenses.
There are some key areas of finance you should learn about, taking classes is one of the best ways to do this. Here are the basics you should learn:
It pays to know how to read financial statements. When acquiring businesses or assets you need to quickly see the financial standing of the company you are acquiring.
Many grown adults do not know how to balance a balance sheet. In the long term, this knowledge will pay off for you and your business.
This skill will sharpen with experience. Talk to investors and observe how they play the game.
Know the laws of Supply and Demand. No business owner can do without understanding these basic principles of the market. Bill Gates saw what people needed. Open your eyes to opportunities. Look at what sells and who buys.
Do everything you can to grow your business within legal boundaries. Know your corporate, state, and accounting laws.
Once you know these areas of finances you can make them work for you. The rich practically invent money. You have to know where to find a great deal. Let’s continue with real estate. Look for houses in trouble or find the court in your area that handles foreclosed, police impound or other real estate situations. You can either renovate and sell or rent for residual income.
So, essentially there are two main types of investors:
- Those who buy pre-packaged investments
- Those who create their own investments
You know which are the most successful. In order to be one of those people you need to know what to look for and how to respond.
- Find a good deal other people have missed.
- Raise the capital needed for the transaction.
- Put together a svelte team to execute the plan.
There is risk involved in every acquisition. The goal is not to avoid the risk, but to respond to the risk with confidence and a steady hand.
If you need help identifying potential money-makers, where to get the capital you need and how to put together a smart team, try our FREE test drive to gain access to our resources and tools.
Check it out at www.BestEntrepreneurSolutions.com/guidedtour
To Your Success,
Nancy Baki at Best Entrepreneur Solutions