How to Turn Any Online Stores Lost Customers Into New Happy Buyers
After helping hundreds of online stores get thousands of their lost customers back, we’ve seen a number of amazing things happen over the years.
One store went from struggling to get just one of their old customers back to having hundreds of them ordering in just 7 days.
After spending over 7 years perfecting our campaign we have managed to get it to work 3 to 4 times better than any other campaign online stores use to get their customers back – here’s an exact guide so you can do the same.
The aim of this article is to give you complete control over how many lost customers you get back, and how fast you get them.
If you don’t have time to read this article and just want us to take care of getting your lost customers back using our proven campaign, then you can schedule a call with us by Clicking Here.
#1. The huge untapped profits in the e-commerce sector
Most e-commerce stores have a significant number of customers and prospects who could easily be motivated to buy right now with the proper strategy.
However, these customers and prospects don’t do as much business with the stores as they could, primarily because they haven’t invited them to do so in the right way.
We’ve found that most businesses generate the majority of their sales from 20% of their customer base, which means they have 80% of their customers that do very little or no business with them.
This is a common problem with nearly all the clients we work with. You get so busy seeking out new business, you tend to forget to concentrate on getting previous customers and prospects back to do business with you.
Most e-commerce stores leave it up to their customers to decide if or when they buy and the problem with that is you end up putting all the control in the customer’s hand and they could just as easily decide to buy from your competitors.
But chances are your competitors aren’t contacting them either so this creates a huge opportunity to grow and grow quickly which is exactly what a re-activation campaign helps you to capitalise on.
One client who used our customer reactivation campaign was able to get 22% of his lost customers and prospects back over a 12 month period and as a result was able to double his business.
But in order to get them back you first need to know why they might have stopped using you in the first place. Here’s a recent statistic of why customers stop buying from a company:
As you can see you won’t be able to keep every customer or client (unless you can bring back the dead). However, what it does show is a large majority of existing customers or clients stop buying because they don’t feel appreciated.
The good news is a lot more e-commerce stores are now communicating with their existing customers to overcome this.
The bad news is, they don’t know what to send and are making their emails look like “mini-websites” (illustrated below by Zizzi’s). This barely, if at all, generates the maximum amount of sales or shows the customers that you appreciate their business.
Plus with SPAM filters becoming more sophisticated and people’s inboxes getting bombarded more and more, the majority of these style of emails go straight into the SPAM folder or are completely ignored.
For example, a client of ours who runs 22 online stores came to us wanting to generate more sales from their customer database and were already communicating with them regularly using the style shown above.
After running our customer reactivation campaign to one of their stores, they generated 300% more sales compared to any other campaign they had previously run. We’re now running this campaign across all 22 stores and are seeing similar results for each one.
We’ll reveal what we did in a minute. Then in the rest of this article, we’ll reveal exactly how you can use simple ‘interaction techniques’ in your emails to get more of your customers and prospects back and produce tens of millions of pounds more than you are right now.
#2. How to turn your emails into sales
Simply put, the more people read your emails, the more sales you will make.
Now the most effective way to make sure your emails are read is to make them look like an actual email in the first place.
Not rocket science, I know, but very few do it.
Think about when you receive an email from a friend, family member or colleague. They’re just a simple text based written email. Nothing fancy and its straight to the point. This is what you want your emails to your customers to be like and not the style above.
Here’s a screenshot of an email from the guys over at Canva.com who have now changed their emails over to this approach.
There’s two things that go on when your emails look like this.
First, as it looks like an actual email, it immediately grabs your customer’s attention and makes them want to read and find out what you have to say.
Second, the email is personal. Making your emails personal is vital when trying to re-activate your customers.
As the stat showed above, 63% of customers stop buying because they don’t feel appreciated. So by sending a generic email (like the Zizzi’s style one) to try and win them back, simply doesn’t cut the mustard.
Now just sending text based emails doesn’t mean you’ll going to immediately get more of them to come back and buy. (If only it was that easy)
I mentioned earlier that for 7 years we’ve been perfecting our campaign and over that time we’ve tested thousands of variations to get the structure and wording of it really nailed down.
From doing this, there are a few very important things that we discovered that make a dramatic difference on the amount of sales you make when trying to get your customers to come back and buy.
First, you want to thank your customer for their past business. Then second, you want to apologise for anything you might have done that caused them to stop doing business with you. This builds trust and rapport and shows that you appreciate and value their business.
Very subtle changes like this make a huge difference to your bottom line.
The structure of your campaign needs to be very low pressured and non-hyped so it doesn’t annoy your customers.
Consumers are way too savvy now to fall for any blatant sales jargon which is why it’s crucial that your emails don’t come across really “salesy”.
To prove this point, we ran a direct comparison test of our campaign to a client’s database against their most successful campaign.
We ran the test to a total of 10,000 customers. 5,000 received their campaign and 5,000 received our campaign.
Their campaign produced 78 sales in total – which was on a par with what they normally produced. Our campaign produced 463 sales in total. Which is over five times the amount.
And this was using the exact same offer which they had used. The only difference was how we explained it. So as I’m sure you can guess they were pretty convinced afterwards. 🙂
Can you see how this approach is so much more powerful than all the other style of emails you see? Especially in the e-commerce market? If you would like to use the campaign we used with this client, then please Click Here to schedule a call with us.
#4. Crafting an offer they can’t refuse
Now, I know you most probably know about ‘Offers’ all too well, so I don’t need to explain what I mean when I’m referring to an offer.
But what I will say is, many campaigns that we do see – on a daily basis – lack a powerful offer.
A common mistake e-commerce stores make when contacting their customers and trying to get them to come back is to simply tell them about offers that they are currently running and that anyone – even a brand new customer – can take up directly off their website.
As mentioned earlier most customers stop buying from a company because they don’t feel appreciated so by sending them an email about offers which ‘everyone’ can get, confirms that they’re not being appreciated.
That’s why whenever you craft your offer (especially when trying to re-activate your lost and past customers), you need to make it exclusively for them and only them. In other words, you need to make them feel special.
And you need to make your offer one that they just can’t refuse, one that is so desirable that it makes them feel like they would be a lunatic to not take you up. Remember you’re not the only one vying for your customer’s business.
There is an art to creating great offers and I could talk about it for hours but I don’t want to deviate away from the purpose of today’s article too much.
But the one thing you want to always remember when crafting your offer is it must have a deadline. Putting a time limit on how long the offer is available, always increases sales. It builds urgency and people never like to miss out on something, its human nature, so always make sure you include a deadline within your offer.
#5. How to double your sales from every campaign you run
Most e-commerce stores send what we call “cycle mailings” which is sending the same email, multiple times to the customer until the offer is over.
Typically these type of mailings get the most sales with the first email and then a declining number for the third, fourth, fifth and so on.
The other downside of this is it annoys a lot of the customers so produces a high complaint and unsubscribe rate.
With that being said, you do still want to send multiple emails to maximise sales but you just have to go about it in a different way.
From our tests, we’ve found doing what we call a “sequence mailing” can double the amount of sales your campaign generates.
A sequence mailing is where you still send multiple emails but each one builds on the previous so each email is not exactly the same. We’ve found 3 emails per campaign to be a good rule of thumb.
What’s really great when taking on this approach is that you’ll find you’ll sales don’t dip off at the end.
For example if your first email generates 1,000 sales, your second email will generate between 300 to 500 sales but then the third email will generate the same or in some cases more sales than you did on the first email.
This is because sequence mailings build on the previous email whereas cycle mailings are simple just repeating the same information.
#6. Extracting the most from your re-activation campaign
Once you have your re-activation campaign written using the structure we’ve shown you today and you’re seeing a flood of sales coming in as a result, there’s going to be an urge to want to run it constantly. Don’t!
Running a campaign like this weekly, bi-weekly or monthly is a sure-fire way to kill sales. It no longer is positioned as doing something special or exclusive for your customers and therefore loses its impact and as a result generates less and less sales each time you run it.
The sweet spot we have found is running it between 3 to 4 times a year. This gives a big enough gap between each run to maintain its effectiveness whilst still producing the maximum amount of sales each time.
Get all this right and it’s a complete game changer for your business.
Not only will you generate a huge amount of sales but you’ll create such a large loyal customer base that will buy from you and only you as you’ll be the only one in your industry who shows your customers that you appreciate and value their business.
That pretty much wraps it up. Start putting your reactivation campaign together today and see how many of your lost and past customers come back and start buying from you as a result. You’ll be kicking yourself for not doing it sooner.
Or if you’d prefer to save the time and headache of writing and testing your own re-activation campaign and would like to use our proven one instead, then Click Here to schedule a call with us.
Gary Michaels & James Michaels
Managing Directors of Strategic Shape