• work
  • kids @ school
  • more traffic on the roads
  • a longer than normal Feb
  • Q1 (or Q3 depending how you see it) already whizzing by
  • senior management meetings

Yes, welcome back to routine. How are you feeling? A little daunted already?

Don’t be. It’s going to be a great year.

And there’s no better way to kickstart your relationship marketing activity than with a welcome back strategy. 

I’m working on 2 projects at the moment where activating dormant or inactive customers will be critical.

Many customer relationship marketers focus on fine tuning their relatively low response rates. Think differently in 2012. Focus on activating your inactive customers.

A simple, “we’ve noticed that you haven’t been active for a while. Can we help you?” message may do the trick. Or better still, focus on delivering a more relevant and targeted offering. And if you don’t know what your dormant customers want, then how about a short survey to re-activate them and discover what they really want from you.

As a rule of thumb, if you can’t activate them after 3 contacts, then don’t be afraid to ask whether they wish to be removed from your database!

Welcome back to proactive relationship marketing.