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What are the best strategies for re-engaging lapsed customers?

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Lapsed customers are those who have not purchased from you in a while, or have stopped using your service or product. They are a valuable source of revenue and referrals, but often get overlooked or ignored by busy practice managers. Re-engaging them can boost your customer retention, loyalty, and profitability, but it requires a strategic and personalized approach. In this article, you will learn some of the best strategies for re-engaging lapsed customers and turning them into repeat buyers and advocates.

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1 Identify and segment your lapsed customers

In order to re-engage your lapsed customers, the first step is to identify and segment them according to their behavior, preferences, and needs. You can use your customer relationship management (CRM) system, analytics tools, or surveys to collect and analyze data on their purchase history, engagement level, feedback, and satisfaction. Based on this data, you can create segments of lapsed customers based on criteria such as how long ago they last purchased or used your service or product, how frequently they purchased or used your service or product in the past, how much they spent or value they received from your service or product, how likely they are to purchase or use your service or product again, what their pain points, goals, and interests are, and what their preferred channels and modes of communication are. Segmenting your lapsed customers will help you tailor your re-engagement campaigns and messages to meet their specific needs and expectations, thus increasing the chances of winning them back.

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Stellah Manyega

IT Service Delivery | IT Project management | Business processes | Strategy & Planning | Mental Health Advocate
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Customers leave for different reasons, so first focus on why they are leaving then based on that personalize how to approach each.

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2 Offer incentives and value propositions

The next step to re-engage your lapsed customers is to offer them incentives and value propositions that will entice them to return. Depending on your segment, you can provide discounts, coupons, or freebies on your service or product. You can also offer loyalty programs, rewards, or referrals schemes that reward repeat purchases or referrals. Additionally, exclusive access, content, or offers that showcase your expertise, authority, or uniqueness can be provided. Educational resources, tips, or advice that help customers solve their problems or achieve their goals is also a great incentive. Testimonials, reviews, or case studies that demonstrate your results, impact, or social proof are also useful for engaging customers. Finally, reminders, updates, or alerts about new features and benefits can be sent to inform customers about opportunities related to your service or product. The key is to make the incentives relevant, timely and appealing to your lapsed customers and demonstrate how your practice can help them achieve their goals.

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3 Communicate effectively and consistently

The final step to re-engage your lapsed customers is to communicate effectively and consistently with them through their preferred channels and modes of communication. Email marketing can be a cost-effective and scalable way to send personalized and targeted messages, while social media marketing is excellent for building relationships, trust, and engagement. SMS marketing is fast and direct, phone calls are personal and human, and direct mail stands out from digital noise. The key is to use a mix of channels that suit their preferences and behavior, while following up regularly and respectfully until they respond or take action. Re-engaging lapsed customers is a continuous process that requires strategy, personalization, and communication. If done correctly, you will increase customer retention, loyalty, and profitability; thus growing your practice with happy and loyal customers.

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Liz Smith

Integrative Nutrition Health Coach & Practice Manager, RNR Aesthetics & Potomac Performance
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One thing I've found that helps which seems so simple is calling and/or texting the clients directly. Mention the date when they were in last and that you are checking in to see if they were satisfied with their service. That can be a good time to combine that with a special or discount. Mass emails/texts are common but one direct from the manager can make it more personalized especially if you own a small business. I'm constantly making reminders for myself to reach out to clients 3 months after an appointment so that we stay regularly engaged.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Robert Earley

Owner at Earley Aesthetics, LLC | Cosmetic Director at Generations Medical Aesthetics | Certified Clinical Trainer & Laser Provider
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In addition to those strategies, consider conducting surveys or reaching out directly to understand why customers lapsed and address any concerns or issues they may have had. Personalizing your communication and offers based on their previous interactions with your business can also help re-engage them. Finally, consider implementing a loyalty program to incentivize repeat purchases and foster long-term relationships.

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What are the best strategies for re-engaging lapsed customers?

1

2

3

4

1 Identify and segment your lapsed customers

2 Offer incentives and value propositions

3 Communicate effectively and consistently

4 Here’s what else to consider

Practice Management

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What are the best strategies for re-engaging lapsed customers?

1

2

3

4

1 Identify and segment your lapsed customers

2 Offer incentives and value propositions

3 Communicate effectively and consistently

4 Here’s what else to consider

Practice Management

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