The synergies that fuelled the machines of the industrial world are changing through all domains. Even as social media and the Internet begin to put people together together in a close-knit capitalist superstructure — development exacerbated by technical intervention — brands have to contend with an inescapable reality. Given the attempts you may make to attract and engage new consumers, some of them seem to avoid engaging with your brand.
Inactive consumers are an unfortunate aspect of the fact of industry. Though the reasons for halting the commitment between a brand and its customers — temporary or permanent — can be miscellaneous, the final outcome is always the same: the consumer ceases to be a customer. This can be disastrous for companies, because creating highly customised, contextual partnerships with new consumers allows marketers to spend an exorbitant amount of time and money… all of which leads us to the main question: how do you get these non-responsive customers back to your brand?
Reigniting the spark: What is connected re-engagement and why it is good for your business
Connected re-engaging measures to this image to encourage the brand to re-engineer relationships with lapsed customers. The fundamental premise behind it is clear. Established consumers are eager to communicate with the brand — all the needs of the brand are the best ‘linked’ tactics.
Linked tactics are important since modern consumers are able to switch between multiple networks while communicating with a company. A survey by Social Media Today showed that almost three out of four consumers (72 per cent) favour an omnichannel contact strategy. Opting for connected re-engagement strategies — which require a myriad of methodologies and approaches — has proven benefits across several industries. Current industry analyses reveal that, on average, consumers communicating across various channels pay 3–4 times more than their peers interacting across a single channel. Brands who strive for a deep omnichannel approach to consumer experience; often register an average of 9.5. per cent increase in their annual revenues.
In short, though your brand will expand in the absence of a linked communication strategy; your chances of long-term success are more favourable if you select one.
This raises the question: how can you create a deep and successful re-engagement campaign that is motivated by linked communication? Here are the main facets of any linked engagement technique; along with several examples of how diverse methods have been used by brands across vertical lines to re-engage customers:
Identifying and segmenting inactive customers
Before you try to reach your dormant consumers with re-entry campaigns, you first need to identify your least involved customers. In-depth data mining and market profiling and historical behavioural trends will help you achieve this aim by helping you to categorise latent consumers into relevant segments. Based on your company goals and specifications, you will build a number of divisions.
For example, one section might involve consumers who have not made any purchases from your shop in the last half year. Customers that have not entered the shop for the last three months will be divided into another segment. More divisions may be created to divide consumers into hierarchical sub-clusters; such as people who have not engaged with the brand on any social media site over the past three months or exchanged negative reviews on the product/service.
Identifying and identifying these groups is important, as they can then be addressed with highly customised content and call-to-actions that are specifically designed to suit their defined and undetermined needs. For eg, if a consumer bucket contains customers who now choose to interact passively with your brand (like your social networking accounts by post reactions, images, etc.); you might give them customised emails together with enticing deals.
Targeting each segment with personalized content
Offers such as digital coupons and promotional incentives (including the availability of free product previews or limited-time subscriptions) will remind the inactive consumers of what they have missed. A famous OTT site did something close to a recent re-entry initiative. It was different because users could sign up for free streaming content without filling in their credit/debit card information. By removing this hurdle, the company avoided the consumer drop-off issue prior to registration; thus massively expanding its customer database and gaining huge social media momentum.
You can even raise the ante of your deals (such as discounts and loyalty programmes) by intriguing customer contact through your (re-) communication campaign. A famous digital payment app recently improved user experience with a travel game. Users also won incentive points for each purchase, allowing them to progress to the next level. The thrill of going forward in the game, in particular, has inspired users to act more regularly. The short-term and long-term benefits of such gamified projects can also be a strong catalyst for consumers to re-engage with a brand they are already acquainted with. This can also optimise the effect of your re-engagement strategy.
Focus on data to build a truly connected strategy
If you have effectively re-engaged a segment of lapsed consumers; the next move is to do so at speed and volume through several platforms. This is where data and analytics are entered in the photo. As described above, the data you’ve gathered from your previous experiences is a valuable commodity. You will exploit this abundance of knowledge to maximise the efficacy of your re-engagement approach through data-mined insights.
Each successive campaign makes it easier to collect improved data quality that you can then use to build even better strategies. A strong technical infrastructure; such as those offered by the leading players in the connected contact space; will help you tap into the strength of this virtuous cycle and maximise your re-engagement. Using a data-driven omnichannel engagement approach often increases the amount of points of contact; meaning that the client connects with the promotions through various platforms.
Until marketers find a way to rig the balance of odds; the uninformed search of buyers is impossible to deliver the desired outcome; and chance is the one thing that brands cannot afford to take into account in this increasingly volatile post-pandemic market environment. The only realistic option, then, is to develop a well-thought-out and technology-enhanced interconnected engagement approach. Through keeping these measures in mind; brands of all sizes will maximise their customer experience and ensure that they meet all the necessary goals; with accuracy and on a scale.