by Steve Edwards, Creative Director, Evergreen Direct
Free 10-Point Buyer Re-Marketing Checklist
Here’s marketing wisdom of the ages: going BACK to existing customers with additional offers WILL yield sales, and with FAR LESS MARKETING COST and GREATER PROFITABILITY than sales from any other market segment.
You’ve heard the old saying, “Your most likely buyers are your past buyers.” It’s only logical. You already have a business relationship with your past customers. They know you, your brand, and your product or service. They’ve purchased from you. You have their contact info. And, unless you’ve totally screwed up, they TRUST you.
Highest profit sales
With low costs and high conversion rates, strategic buyer re-marketing can add a remarkable 100% to 400% to your bottom line.
Sales to your past customers are your highest profit sales, too. Acquiring and converting a new lead is typically 10X the cost of generating a sale from an existing customer. For example, you may pay $200 to get and convert a lead…and only $20 to re-market to the same person once they buy.
Yet in many businesses, getting new leads is regarded as the pathway to profits. Get a lead, convert the lead, then get more leads. The end result is many marketers spend big bucks acquiring and converting new leads then ignore their best next customers — their recent and past buyers.
How to re-market to your past customers
First, admit it: if you’re not strategically re-marketing to your past customers you are ignoring your best, most likely, most qualified customers…and your highest-profit sales.
Start by collecting and compiling your past buyers’ information:
Depending on the size and scale of your new buyer file, of course, you will want to segment them according to some of the above, and more, decide what your goals are for each major segment, what overarching strategies you want to use to achieve those goals, and what tactics will make the most sense for each segment, each file. Always remember, use your U.S.P (unique selling proposition) in your marketing, keep things simple to understand, stay relevant with your content—and test, test, test!
Create a buyer re-marketing program. You can do this in a few ways. Easiest, perhaps, is to piggyback your buyer re-marketing program on your lead sales program. Versionize offers to your leads for those who’ve purchased from you in the past. Same products or services as the general public. Same graphics, largely the same text, same sales script but with special pricing, benefits, or gifts “just for our valued customers like you.”
Test creating a dedicated re-marketing program specifically for your past customers. Support it with tailored emails, landing pages, and websites “for buyers only.”
“Secret Sales” and “Pre-Public Sales” are very effective ways to get your past customers’ attention and action. So are Buyer Bonus Points, discount offers on future purchases, and more. Delivery systems? Mail, email, Twitter, phone calls. (Phone calls? Yes, run the numbers and you may find classic outbound phone calling is very profitable with past customers.)
The power of a simple “thank you”
Let your customers know they’re acknowledged and appreciated. Always remember to start and end all your buyer re-marketing communication with a big “thank you for choosing our company in the first place, and for continuing to do business with us.”
Following each buyer re-marketing promotion, do close analysis of results. You’ll soon see certain segments of your buyer file emerge at best-of-the-best. You may find buyers in certain areas of the country are more responsive. Re-orders may follow seasonal highs and lows. Customer age, gender, and re-order value should be closely monitored. And don’t key metrics like recency and frequency.
Free 10-Point Buyer Re-Marketing Checklist
How savvy are you when it comes to re-marketing to your past customers? Are you following today’s re-marketing best practices? Could you boost your bottom line 100% to 400%? See for yourself. Contact Evergreen Direct and we’ll email you Evergreen Direct’s FREE “10-Point Buyer Re-Marketing Checklist.”
Contact Bob Kesner. Send the form below or call 1-802-989-0408
Bob Kesner, Evergreen Direct's Marketing Rainmaker, has worked for almost 35 years in national and international marketing including start-ups, small- and mid-cap firms, and Fortune 500 companies in the U.S., Canada, Japan and Mexico.