Successful communication with existing customers by using postcards
The reactivation of inactive customers provides your company a potential profit and turnover that should not be underestimated. After all, when customers buy, there is a very high probability that they will do so a second time. In addition, the acquisition of new customers is much more expensive and time-consuming. But what is an effective strategy for regaining existing customers?
The Postando Business Portal helps you to communicate successfully with existing customers. Instead of sending mass mailings that are not noticed by your customers, we help you create individual postcard marketing campaigns that really reach the recipient.
The displayed prices are a price indication at campaign creation in our Postando B2B Portal
and not a binding offer. In addition, you have the option of handing over the graphic design of your Existing customer mailings to Postando, as well as using address data sets provided by us. These services are not included in the price calculator. If you are interested in a campaign of more than 100,000 cards or if you have any questions regarding the calculation of your campaign, please contact us personally at [email protected]
Why is communication with existing customers so important?
As an entrepreneur, your goal is not only to get into the minds of your customers, but also to stay in their minds for a long time? Then customer loyalty is the most important investment of your company. In general, inactive existing customers are the main problem of many companies – even though the expenses for reactivation measures are significantly lower than those for new customer acquisition. According to recent studies, the probability of selling to inactive existing customers is on average 20-40%, whereas the average probability of selling to new customers is only 1-3%.
Since you have already acquired your inactive customers as customers once, you know their preferences and expectations. By better understanding the needs of your customers, you can more easily encourage them to buy again.
But you are not the only one who knows what your customers want. At the same time, they also know your company and trust you. Instead of looking for alternatives when a new product or service is needed, your customers will turn to you if the competition hasn’t poached them. To prevent this, it is essential that you strengthen customer loyalty through existing customer communication and thank them for years of loyalty with discount codes, for example.
When is the best time to communicate with existing customers?
One concept that is oriented to the customer’s buying cycle and thus prevents customer loss is the “interpurchase time”. The first step is to calculate the interval between two purchases made by a customer. The customer retention period, i.e. the time at which a customer first appears in the system, is divided by the number of purchases made in the entire period. The result is the size of the interval, which is calculated individually for each customer. As a result, you can easily calculate when your customer will buy again. Just as quickly you will see if he leaves his interval. And that means: do not hesitate, but act! Because a customer who has just become inactive is much more likely to be won back than customers who have lost their relationship with your company over a longer period of time.
How can you communicate DSGVO compliant with your existing customers?
To reactivate your existing customers you have to act proactively by first analysing the reasons for the existing customer inactivity.
It has been proven that customers prefer companies that offer a loyalty program. According to this, bonus campaigns are a very effective way to motivate customers to interact again. Personalized and relevant messages through a customer’s preferred channel also promise higher recovery rates. The important thing here is to adapt your existing customer communications to the individual needs of each customer. For example, address different generations with different slogans, designs or incentives. This is especially important in the design of physical communication media such as flyers and postcards.
With our DSGVO-compliant postcard marketing, we enable you to maximise the reach of your company and theoretically contact all your existing customers, provided they do not object to being addressed directly by opting out. The postcard is the ideal marketing tool to communicate with your existing customers and at the same time represents an appealing and personal mediator.
Your advertising postcard will be associated by your inactive customers with a card which is traditionally sent from a holiday. That makes it feel like a gift.Thus, existing customers feel valued, which increases the probability of a purchase transaction enormously.
In order to generate more reach and to achieve a maximum conversion rate you can also support online campaigns with your existing customers communication via postcards. With Postando, for example, it is possible to combine the postcards for your inactive customers with a QR code, allowing the recipient to reach a landing page specially created by you with just one click. In this way, you can inform your old customers about exclusive offers in a simple and creative way, while avoiding the lack of measurability of print advertising campaigns.