Turning the Old into New: Reengaging Past Customers

We’ve spoken quite a bit about how many opportunities there are for finding new prospects and customers online. Utilizing LinkedIn, building up your thought leadership on relevant guest sites–there are abundant opportunities for generating new traffic, converting new leads, finding new prospects.

But what about old prospects? What about people who have engaged with your site in the past, contacted you previously, or maybe even purchased over the past few years? When’s the last time you worked to convert them into leads engaging with your business in the present?

You might think that they’ve given up on your business, that they’ve expressed their interest once but never followed through so aren’t applicable anymore, or that they’ve made their purchase with you and so know where to find you if they want to purchase again.

But taking such a stance is an easy way to lose out on a lot of potential.

It’s not just possible but likely that these old prospects are just as interested in you now as they were back when they first engaged with you, but perhaps they forgot your web address, or didn’t know that you had a new product line, or had questions that went unanswered.

These are people who have told you once that they’re interested in your company and what it has to offer. Isn’t it worth seeing if that still holds true?

One thing that online marketing can do way better than traditional marketing methods is re-engaging old prospects to make them new again. Calling old customers to see if they want to purchase again won’t take you very far, but shooting a quick email to inquire about their interests? That sees results.

The best way I can demonstrate this is to give you an example from a campaign we recently ran for a client.

Our client had a long list of customers that had purchased anywhere between 2 and ten years ago. They hadn’t heard from the company in a while; there had been a few post-purchase emails sent, but not much past that.

Meanwhile, our client’s website had changed drastically in the time since these customers had purchased–mostly because of inbound marketing. We had built a lot of free resources into the site for their two main customer groups–including a separate blog for each sector, as well as multiple premium offers for each. The client had also moved to the HubSpot platform, which meant that there were multiple opportunities for prospects to convert after engaging with these valuable resources.

In short, while the product line had mostly stayed the same, there was a lot more to offer prospects in terms of value and education. And we wanted to let them know as much.

So we drafted a simple email to this old customer list, informing that we had new resources, and wanted to know if they’d prefer to hear about residential or commercial offerings, corresponding to our client’s two primary product categories.

The email directed prospects to a form where they could make their selection. It also prompted them to reach out directly if they had any questions.

The results were incredible. We generated 245 “new” leads–25% of the old customers we had engaged expressed interest in hearing more from us. Even better, 31 people purchased directly from the email, and became customers on the spot. And we likely haven’t finished seeing the benefit of this engagement–1,200 people visited the site because of this email, and who knows what actions they have yet to take.

One simple, free email engagement provided a significant boost of leads for our client. From there they can be nurtured into further engagement and, ideally, purchasing. And they were there all along! They were interested from the beginning! They just had to be reminded of their interest, and informed of what else was there to benefit them.

So don’t give up on old prospects. Whether you’ve changed web platforms, or your marketing approach in general, there’s a way to continue reaching out to those you’ve engaged in the past so as not to lose them as customer. They may be interested in what you have to offer; you just need to tell them it’s out there.