Like with any relationship, the honeymoon phase with your clients inevitably comes to an end. Clients get distracted. They no longer have time for you. Interest wanes. So how do you rekindle your relationships and get them coming back to your business?
The key is to think of client re-engagement as an opportunity. It’s your chance to remind clients of why they signed up with you in the first place.
Here are two ways to keep your clients motivated and coming back:
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Win-back emails.
Emails targeting inactive customers are often successful because you can be strategic with your campaigns by utilizing the right tactics and data. Here are a few best practices for producing effective win-back emails:
Catch their eye. Make these emails stand out from your typical communications — try using a different template, shorter subject lines and more personalized copy.
Be direct. Tell your clients you miss them, but also make sure they know what to do about it. Offer one clear call to action, like booking their next class.
Make them feel special. Include an incentive for coming back, such as a discount. Play with “$ off” and “% off” to see which one your clients respond to best.
Level up. Utilize club management software with specialized retention marketing tools that let you customize and send “Just Checking In” and “We Miss You” emails.
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Push Notifications
If you have a mobile app, push notifications can be an especially effective client re-engagement tool. These messages display on mobile devices even when the app is not running. You’ve probably seen them pop up on your phone with updates, reminders or promos. As with any form of direct messaging, the trick is to get your clients’ attention without annoying them. Here are some tips:
Entertain and delight. Boost engagement by infusing a little fun in your content. Experiment with using humor, referencing cultural content and including emojis.
Time it right. Don’t make the mistake of sending notifications in the middle of the night and waking up your users. Send at optimal times of the day and week when mobile usage is high.
Target your audience. Give your users the most relevant, valuable information by sending messages specific to their behavior. For example, if users have booked a certain class with you, let them know about a new offering that’s similar.
Test and analyze. Track open rates and how your users continue to use the app after receiving a push notification. Use these insights to fine-tune your strategy.
Client re-engagement is a great investment of your time and effort. You’ve already done the hard work of acquiring the clients, so why not build off of the relationships you’ve already started? Utilizing the right tools will help keep you connected with your clients, and keep them motivated to come back again and again.
