Customer Reactivation Can Be a Significant Revenue Generator

A company’s current customer roster is extremely valuable. While much concentration and the investment of dollars goes into acquiring new customers, there is a tremendous value in your list of existing customers. Customer retention should be just as much a priority for sales organizations as customer acquisition. Retaining customers is less expensive and requires less effort than the acquisition of new customers but another equally important element of your sales plan must also be considered.

Is customer reactivation a priority for your company? After all, interacting with dormant customers is still advantageous because your salespeople have an existing prior relationship with them. This is far better than a cold lead! Even though these people fall into the lapsed customers category of your business, it is a smart strategy to re-engage with them within a specific time frame. The earlier you engage them after they have become dormant, the better chance you have for re-engagement. Customer reactivation strategies often result in new business. Do not automatically dismiss the possibility that inactive customers could become a newly active customer. Like customer retention, customer reactivation is also fare less expensive than new customer acquisition.

B2B Customer Reactivation

There are many considerations that go into a successful sales plan:

  • Is your company prioritizing customer loyalty and putting a consistent effort into exceptional customer experiences?
  • Does your company have the right tools in place to enable engagement with customer at every level in the pre-sale, sale, and post-sale stages of the process? This is includes marketing automation and CRM platforms, which makes tracking the various stages in the sales process possible.
  • Is your company utilizing customer data from information about their experiences and engagement with your company during the duration of their time with you?
  • Has your company mapped out the customer journey, planning and implementing appropriate tactics at every stage to engage, satisfy, and retain/re-engage customers?
  • Does your company have a distinct plan for customer acquisition, retention, and reactivation?

Customer Reactivation Strategies Strongly Contribute to the Bottom Line

Reactivation campaigns cost less, require less effort, and have a shorter sales cycle because you have a past relationship with the customer. The benefit of the relationship cannot be overstated. It is a significant advantage.

What factors do companies need to consider as they are creating their annual sales plan?

  • Consider implementing a focused reactivation program.
  • Determine the specific factors that will “win back” and intrigue a lapsed customer in your reactivation marketing plan.
  • Plan the number of customer reactivation campaigns needed in the various stages of the sales cycle.
  • Create an attractive email reactivation “we miss you” campaign that positively reminds the dormant customer why they became a customer in the first place.’s Customer Reactivation Services can be a valuable resource to to sales organizations and B2B company who prioritize customer loyalty and reactivating lapsed customers. A telemarketing campaign can help your company reach out to dormant customers, engage them to reconnect with your company, and get them interested in your product and services once again.

A telemarketing calling campaign is designed to make customer reactivation a natural part of your company’s sales process and a reliable key element of your revenue growth plan each year. Customer Reactivation Management should always be a high priority for B2B companies and their sales organizations.

Your marketing strategy and marketing team are going to be an important part of winning back lapsed customers. A multi-channel approach for your marketing campaigns is a smart strategy to to reach out to past customers in your efforts to bring them back into the fold.

Marketing channels to consider in your reactivation strategy:

  • Telemarketing – this is a great place to start. This tactic works well to complement your other efforts. A calling campaign can be a first step or it can be a follow-up to an email or direct mail letter that has been already sent to the dormant customer.
  • Email marketing – this can be a first outreach or a follow-up to a calling or direct mail campaign. It will be important to have a clean, updated email list. A captivating subject line that is clear your company wants to win them back as a customer is essential.
  • Digital marketing – be where your customers are, in this case, your lapsed customer. People are online for a large portion of the day. We all are online for many hours every day – on desktops, laptops, and more and more on mobile devices. Your digital efforts can easily complement your other marketing efforts like calling and email campaigns.
  • Direct mail – this can be a unique approach as “snail mail” is not common in today’s world yet direct mail is still extremely effective, especially in local markets. Pair this channel with phone calls, emails, and digital marketing and you have a robust reactivation campaign.
  • Social media – this is another case of be where your customers are. It is a channel that has become much more of a factor in B2B marketing plans, where in the past (not very long ago) this channel was not considered to be a good B2B marketing channel. However, adjusting to how B2B buyers make purchases today, social media is a great consideration and it complements your other marketing efforts nicely.

Once you implement customer reactivation campaigns, it is important to measure your results. You can adjust your campaigns accordingly, once you review the metrics and benchmarks you have set to determine the success of your campaigns.

These metrics and questions will help you determine the direction of your strategy:

  • Open rates – are your past customers reading your emails? Do you need to reach them through a different channel? Do you need to adjust your messaging and subject line to them?
  • Optimization – which channels are working well and which channels are not moving the needle? Do you need to tweak the combination of channels you are utilizing? Do you need to do more or less in each channel?
  • Response rates – how effective is your calling and direct mail campaign? Are you getting the responses that move to the next step of reactivation? Do you need to adjust messaging in your marketing channels?
  • Templates – which templates in any of the marketing channels are working best or not working well? Does the messaging need to be adjusted in these templates? Does the design need to be revised?

It is clear that customer reactivation should be a priority. It will help your sales team, contribute to the bottom line, reduce time spent on closing a sales, and help grow your revenue.

How can help you with your customer reactivation efforts and free your sales team from time-consuming tasks so that they can focus on closing sales with lapsed customers and generating revenue? We are a skilled, expert B2B appointment setting services company who deploys only the highest quality, experienced B2B appointment setters and calling agents. Contact us today!