Direct Response Marketing


Inactive Clients-Getting Them Back

How To Get Your Inactive Clients Back

It's more cost effective doing business with existing clients than looking for new ones.

Reigniting a business relationship with a lapsed or inactive customer will improve your profitability quicker than targeting a new one, which will inevitably bring about extra spending on advertising, marketing  and promotion.

Every company loses clients over time for a variety of reasons; sometimes this can't be prevented (for example, the customer has a change in requirements or financial circumstances), but other times you will be able to take action (for example, if they simply forget about your business or if they had a bad experience).

Looking at you inactive client database

If you have a client database (or records of some sort) then you will be able to find out exactly which clients have become inactive. Draw up a list of clients who you think are particularly good targets - perhaps they've bought from you on more than one occasion?

Before contacting your target clients, try to discover internally why they stopped buying from you in the first place. Speak to the account rept  and examine their last purchases.

Targeting inactive clients

The next step is to approach your inactive clients:

  • Reintroduce your business by sending a letter, e-mail or direct mail.
  • Make an offer they'd be crazy to refuse.
  • Follow up with a telephone call giving the name of their new contact at your company
  • Re-kindle the relationship, and ask why they have not dealt with your company recently

The direct contact of a telephone call will be the most effective in discovering the reason for the lapsed business and redeveloping it. Plan the telephone call and make your questions succinct and relevant. Above all, listen to their answers and be prepared to take action on constructive criticism, responding quickly by informing them of the measures taken to rectify the situation.

Rebuilding inactive client relationships

  • Plan a direct mail/telemarketing strategy which will provide consistent and regular contact with them (but not overwhelm or annoy them)
  • Send them your new product list or catalog and offer them welcome back discount on their next purchase
  • Keep your company name in front of them as much as possible through newsletters, stickers, pens and e-mail messages

Plan, plan and plan again.

Reactivating inactive customers takes time, so spread out your mailings and calls and aim to contact only a small number each week, giving you the time to develop the appropriate relationship with the customer.

Add client reactivation to your marketing plans and watch how many are glad you contacted them agian.

Budget: $250 - $1,000 monthly