Learn More About Writing a Reactivation Email
What You'll Learn
In this lesson you'll learn how to create an email campaign that will help you to make sure that when you reconnect with old clients, it feels good!
Why is This Important?
How you touch base with your ex-clients can be the difference to losing them forever or regaining some of that connection you once had and thus gaining them as a new lead.
In this lesson you'll learn how to create an email campaign that will help you to make sure that when you reconnect with old clients, it feels good!
Why is This Important?
How you touch base with your ex-clients can be the difference to losing them forever or regaining some of that connection you once had and thus gaining them as a new lead.
Have you ever reconnected with an old friend from high school, perhaps 20 years later? Was it just like yesterday that you were hanging out together on a Friday night? Or did you want to exchange pleasantries and be on your way?
You can expect similar reactions from you ex clients. Some clients will be comfortable and feel as if they just conducted business with you yesterday while others will wonder why you went to the trouble of contacting them.
You can expect similar reactions from you ex clients. Some clients will be comfortable and feel as if they just conducted business with you yesterday while others will wonder why you went to the trouble of contacting them.
Step 1: Look Into Your Old Contact List
Review your records all the way back to the day you opened to find anyone who has not returned in the last five months. If you do not have your list on your computer, enter the data into an easy-to-use program such as Mailchimp or Aweber.
Step 2: What To Say In Your Reach Out Mail.
To generate immediate cash within a two-week period, send your former clients an email from the owner asking them to come back and see you. An invitation is not always enough, so make sure you give them a product, service or offer they can’t refuse such as a free facial, massage or one-time discount. The most important question to ask yourself before deciding what to give away is: “How much is one customer worth to me in a year?”
Why is this so important? If you don’t know how much a client is worth to you, you will have no idea how much you can afford to spend to get them back as a customer. To be successful in your advertising efforts, this information is essential.
Email 1: Day 1
Why is this so important? If you don’t know how much a client is worth to you, you will have no idea how much you can afford to spend to get them back as a customer. To be successful in your advertising efforts, this information is essential.
Email 1: Day 1
Subject: Hi [insert name] it’s time to [achieve goal]…
Hi [insert name],
I hope this finds you well?
It’s been a while since we last saw you.
We would love to see you doing some Personal Training Sessions again, so I have organised a special GIFT for you – it’s actually way too good to refuse!
If you show some commitment to your health and fitness goals by purchasing 5 Personal Training Sessions, we’ll reward you with [reward] absolutely FREE (normally valued at insert value). Told you it was too good to refuse. ☺
We have [insert number] personal trainers to choose from and some fun new [insert club/studio or program features].
No joining fee, no contracts and no obligation to do anything else apart from achieve [their goal] and your health and fitness.
Your Next Step is Real Easy…
Simply register your interest via responding to this email or call me directly on [insert number]. Alternatively you can even pop into the club/studio with a print out of this email.
Have a great day.
[Signature]
You may get a response from your client on day 1, be sure to remove them from the campaign if you do. It would be very unprofessional for them to continue receiving your offers when they have already decided to work with you again.
Email 2: Day 3
Subject: [Insert name] did you see this?
Hi [insert name],
A few days ago I sent you a special gift to kick-start your health and fitness goals again.
Buy 5 Personal Training Sessions and get [your gift] for FREE (normally valued at [insert value]).
I haven’t heard back from you so I thought I would follow up.
Here’s how it works…
Simply register your interest via responding to this email or call me directly on [insert number]. Alternatively you can even pop into the club/studio with a print out of this email.
Have a great day.
[Signature]
P.S. Remember, there is no obligation to do anything else after your FREE sessions. It’s just a little gift from [insert club/studio name] to you. ☺
Email 3: Day 5
SUBJECT LINE: Call me crazy but…
Hi [insert name],
Call me crazy, but I’m a little surprised you still haven’t taken me up on my great offer of [your gift] worth [insert value] when you purchase 5.
After the 5 FREE Sessions there is no obligation to do anything else apart from enjoy them with the trainer of your choice.
I am going to leave this offer on the table for you until [insert date]. If I haven’t heard from you before then I will assume that you are forfeiting your gift worth [insert value]. If you’re keen then your next step is to…
Simply register your interest via responding to this email or call me directly on [insert number]. Alternatively you can even pop into the club/studio with a print out of this email.
Have a great day.
[Signature]
Step 3: How To Follow Up A Positive Response Your Campaign.
This last step is the most important and one most businesses leave out: follow-up emails. After the first group has responded to your offer, mail a second letter to everyone who didn’t respond (two weeks from the first mailing) and a third and final letter to everyone who didn’t respond to the first two letters, (two weeks from the second mailing).
Generally, your response rate will go something like this: a 2 to 3 percent response to your first mailing, a 4 to 5 percent response rate to your second mailing and a 4 to 5 percent response rate to your third mailing.
Now that you have reactivated your old clients, it is vital that you update their information, including their e-mail addresses and make them want to stay with you. This is where your customer service skills and ability to get results comes in ;)
Generally, your response rate will go something like this: a 2 to 3 percent response to your first mailing, a 4 to 5 percent response rate to your second mailing and a 4 to 5 percent response rate to your third mailing.
Now that you have reactivated your old clients, it is vital that you update their information, including their e-mail addresses and make them want to stay with you. This is where your customer service skills and ability to get results comes in ;)
Step 4: How To Make An Offer They Can't Refuse?
Sometimes it is unclear why a client has dropped off the radar, but if you're sure it wasn't due to a huge error on your part or the business, then it could just be financial reasons they stopped their services.
Offering the client a gift of some kind (a free consultation, free health check, free sessions is they sign up for a course), makes your long time relationship break more appreciated when you get back in touch.
How many times, have you taken a free trial and then not signed up to something for a number of reasons, but you really enjoyed the service?
Online software tool, often give a free trial to their software, usually for a long period of a whole month, this usually gives the user a chance to really get to grips with the service and the business is taking a punt on whether you will sign up or not, but what have you to lose? A percentage will and those that don;t you can re-visit in a time of reconnection and get their feedback and give them an offer they can't refuse.
Offering the client a gift of some kind (a free consultation, free health check, free sessions is they sign up for a course), makes your long time relationship break more appreciated when you get back in touch.
How many times, have you taken a free trial and then not signed up to something for a number of reasons, but you really enjoyed the service?
Online software tool, often give a free trial to their software, usually for a long period of a whole month, this usually gives the user a chance to really get to grips with the service and the business is taking a punt on whether you will sign up or not, but what have you to lose? A percentage will and those that don;t you can re-visit in a time of reconnection and get their feedback and give them an offer they can't refuse.
