Have you ever, after being in a romantic relationship for an extended point of time, become complacent? Have you lost that “spark” and level of passion that was so apparent in the beginning? Do you find yourself having to work harder to reignite the flame that has been burnt out for seemingly far too long? After the newness of a relationship wears off, how do you combat the curse of falling into the “comfort zone?” Constantly putting forth the effort to spice up your relationship on a daily basis is what separates the successful, long-lasting relationships from those that end up like Kim Kardashian and Kris Humphries: a nasty divorce after only 72 short days.
Frankly, the relationships that you develop with your customers through email marketing are not all that different from the relationships you have had with your significant others. If you fail to keep them on their toes with new, exciting offers, what motivation do they have to stick with you over your competition? Apart from the comfort they find in coming back to you, there is nothing else that is keeping them from venturing to the next best thing that promises what you have failed to provide. Therefore, reminding your loyal customers of what they mean to you on a frequent basis is absolutely critical to drive their business. Otherwise, it’s “out of sight, out of mind.”
There’s no specific recipe to follow when it comes to winning back those customers that may have lost interest in you. You must take risks and be spontaneous with your outreach techniques. If your advertisement isn’t “sexy” and it fails to peak their interests, do you really expect to rake in the business and experience high conversion rates? With the millions of offers out there on the table, all promising something unique and different from the rest, you must flex your creative muscle and deliver an advertisement that is truly irresistible. You must step up your game and make your customers fall in love with you all over again.
It’s not as easy as it looks. It takes time, effort, and patience to reap the benefits of advertising, whether it is through email or through any other communicative channel. There is no “one attempt” or “one shot” at love OR at advertising. You need to constantly engage your potential customers through multiple attempts so that you never reach the point of complacency that acts to jeopardize the future of your business.
Make the extra effort when it comes to winning over the hearts of your customers, and I promise you won’t end up in the tabloids.