Database: Take the Right Trails
A good reactivation strategy encompasses not only who to target, but how to target them. In today's multichannel environment, far greater opportunities to blend print and digital media into an optimum delivery stream for each target segment exist. For example, leads might be generated via a print mail campaign. These leads might then be further qualified using lead scoring and either prioritized for rapid follow-up by phone for high potentials or routed to an e-mail lead-nurturing program for less qualified candidates. This blended approach can yield more profitable results than multiple print mailings and greater response than e-mail-only tactics. Marketers should choose the medium that optimizes reach and response, according to budget.
With much of the consumer population now online, digital marketing can help reach high-value, niche segments, influence buyers, and create product and brand awareness. Let's take a look at how various online media fit into reactivation plans:
Search Marketing: Paid search was the top online marketing channel used during the 2008 holiday season for driving Web site purchases, and it's expected to increase year over year. Search has a place in reactivation strategies for broad consumer products marketers who lack large customer databases. Specifically, marketers can purchase search terms that target core audience segments. While not a personalized approach, search helps remind former customers of brand and products with a "try us again" message.
E-mail Marketing: E-mail is second only to paid search among online marketing channels that attract the most paying customers, who ultimately made purchases using a Web site. In 2008, 60 percent of merchants reported an intention to increase the frequency of promotional e-mails in the future.
E-mail marketing is an ideal tactic for reactivation campaigns, when marketers have a viable address and permission to use it. It's appropriate for nurturing campaigns—periodically reaching out to customers and former customers with news, information and promotions to generate response and develop a deeper relationship. An e-mail address represents a valuable touchpoint, and it often makes sense to spend more up front to acquire the e-mail. In this case, using direct mail or other response mechanisms to launch a campaign may be more costly initially, but that expense can be defrayed through future use of lower-cost e-mail messaging.