Email automation for agencies: why send emails to inactive clients and restore this relationship

An old friend is better than two new ones. This definition is also true for businesses where old clients who have lost contact with the company for one reason, or another can turn out to be the “gold reserve” for restoring activity and increasing the number of orders. Automation of mailing lists for such customers is quite possible. Many different services offer such an option. For example, such a service from the company Reply offers a full range of mailing list automation. You can read about how such service works at https://reply.io/for-agencies. But we will focus on the information about how to set up an effective communication and set precise periods for sending messages, ways to coordinate them with the rhythm of the client and the needs of customers.

Reactivation letters: a special case

Customer reactivation is aimed at inactive customers with whom there has been no interaction for a long time. Usually, such a procedure seems useless. But this is far from the case.

In fact, the effectiveness of such a solution is substantial:

• it is much cheaper than an advertising campaign and search for clients in the external sector of interaction;
• such a campaign is much faster than attracting new customers in terms of timing;
• the restoration of old connections can also involve those customers who had a relationship to the reactivated customer.

Since inactive customers have already at one time, for various reasons, shown interest and sent important data, bought, or interacted with the company, they have some positive experience.

The only thing required to reactivate email newsletters is accurate customer data, such as the most recent activity in communicating with the company.

Using a simple template

To reactivate customers with a mailing list, you need a few simple steps. Usually, the mailing template for such emails includes automatically generating them after a certain interval. In different types of sales, such reactivation can also be relevant at a much later date, because some products are rarely bought and making new decisions can be related both to the availability of resources and to the customer’s need. For example, customer reactivation makes sense in a year or a few years if we are talking about expensive purchases – jewelry, expensive sophisticated appliances, cars, real estate, and so on.

It is important to trace the reaction to the reactivating actions. If there is even a little positive – an open letter – you should try to create communication again after a while, perhaps with a phone call or other communication channel. However, it is important to coordinate all this with the marketing concept of the company and the possibility of using a system of loyalty to the client, providing material bonuses to those who have reconnected with the company.