While you may find that the sales keep the crowds coming in January, February is normally a much quieter time – with revenue shown to be at the lowest for the entire year. But with it being approximately 50% easier to sell to existing customers than to brand new prospects your existing customer base could be the answer. That said, bringing customers back to your store after a expensive holiday season and the temptation of the January sales is quite the challenge.
- We miss you emails – Hopefully you took advantage of the activity during Black Friday and Christmas to gather as many contact details as possible. If so, this is when it is going to pay off. If you didn’t then your existing database will do! We miss you emails are a great way to remind previous customers that you have a load of lovely products for them to buy. These can be generated automatically and triggered by the lapse of a set period of time since their last visit. Again, to cut through the inevitable email noise, make sure to personalize the email with recommendations based on their browsing and buying behavior.
Yumi Kim allow their product lead email to draw customers back to their store, reminding customers of the pieces they had previously been interested and then highlighting trending items on top.
- Order follow-up – There is a lot to be said for striking while the iron is hot, especially when you consider the fact that, as customer loyalty company Sweet Tooth state, a customer becomes increasingly more likely to buy from you as their amount of purchases increases. Take advantage of this by sending recent shoppers an automatic follow up email. Not only is this good customer service but it also gives you an opportunity to suggest further purchase; either accessories to go with their recent purchases or other items that their buying habits indicate to be of interest.
Organic Surge follow up with recent customers by highlighting further possibilities for purchase by showing them products related to their previous purchases.
For more tips to help you prepare for Q1 come back next week when I will be giving tips on how to acquire new customers by personalizing your advertising efforts (or in case you missed it, check out my last piece which looked at how to rise above the noise with personalized emails)!
Alternatively, you can download our handy Q1 checklist for all the tips in one go…