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What does it mean to follow up with a customer by email? The wheels of industrial marketing are powered by the mechanics of following up with inactive customers . This is potentially the most effective tool for managers and staff to win back lost contacts. But what makes a contact dormant? A lost or dormant lead is a segment with whom a business has a relationship. Generally, this link has not borne fruit, or no longer bears fruit. However, the prospect is still part of the database as a contact. At some point there was a breakup, it could be immediately after the first professional relationship or months later. Whereas in the past the exchange was fluid and the conversation active, the professional then faces a sort of wall. It is therefore a contact to whom we offer services and solutions, but who has not responded for a long time. This is where the last chance operation comes in. The customer follow-up email allows you to try to reactivate the relationship between the company and the customer. In general, this is a personalized email, which will be sent to the customer to offer them services, or ask for their news, to see if they are still interested. Follow-up email and customer inactivity An inactive customer can have several reasons.
This type of customer is usually someone who meets one of these criteria: it is not able to respond to the offer of services on a budgetary basis; she is not in a position where she feels the need to accept services; or simply, she is too busy to respond. The follow-up email is there to practically wake up the customer and explain to them that the relationship is still active and that if necessary, the services are still there. Otherwise, deleting the contact becomes necessary. Although it is a difficult decision to make, you should know that it makes a lot of sense because harassment does not bring you any benefit. On the other hand, your performance TeleListmarketing will only be improved, because you are investing your time in prospects that seem much more interesting to you. The objectives of the customer follow-up email The objective of following up with a customer by email does not only flow in one vein. That is to say, what is sought by the company is varied. Several issues are targeted here, and the relational mechanics supported by email automation attempts to find solutions. First there is a search for increasing the deliverability of email campaigns. The company tries to reach as many customers as possible, with a deliverability percentage that is around 95 to 98% . To maintain a tolerable reputation, and not fall prey to harassment, you must have active customers. Besides, the spam filter won't do you any favors in that regard. Then comes the cleaning of the database to appear more profitable and, above all, generate better turnover. It is important to know that having an active database gives you better visibility. If your customers are ghosts, sales statistics will drop significantly.
Then, for turnover,it's simple, inactive customers bring in nothing. However, winning back an old customer costs much less than looking for a new one. In terms of profit, your customer's follow-up is actually the best thing that can happen to you if it succeeds. Finally, of course, we are going to talk about brand image, because it is very important, it is better to let it go when the customer is no longer interested than to lose your brand image. To conclude this article, we suggest that you clearly identify the markers of inactivity from the start. This mainly concerns the temporal dimension, that is to say, the inactivity time and the elapsed time, then the behavioral data of the customer. Sometimes you can wait up to 1 year to actually say that this customer is no longer active and, finally, start the win-back process via an eye-catching email campaign.
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