RE: Bringing lapsed consumers/users back into the fold
HARLEY UNGAR <harley_at_vindigo.com> WROTE:
> Has anyone had experience using email to target lapsed
> consumers/users and encourage them to give your product/
> site another try? In particular, I'd love to hear of any
> cases where you've analyzed your user activity, figured
> out who's been inactive for a while, then emailed them
> a "this is what's new" type of message and tracked
> conversion. Thanks!
We've been running online sites since 1988 - going back
to the dial-up service days - and I can tell you that the
single best way to keep in touch with past customers or
users is to send them information on a regular basis.
To be most effective, the list should be one that people
have volunteers specifically to get (through a signup
box on your site, or filling in a form from your own
mailings, etc.) And you have to mail to it regularly.
How regularly depends on the nature of the product or
service and the timeliness/urgency of the information.
Our own newsletters use teaser copy to get people to
go back to our site to read articles on the site, and
there's always a noticeable increase in traffic on the
site on days they go out.
--Janet Attard
Business Know-How(sm)
Content, community, and tools for small and
home businesses
http://www.businessknowhow.com
Phone 631-467-6826
email: attard_at_businessknowhow.com
Received on Tue May 29 2001 - 10:32:09 CDT
