How Brands Can Re-engage with Previous Buyers

I’ve been recently working with a few brands who sell products on major online marketplaces, and I wanted to share an engagement tactic that I would highly recommend to any brand that isn’t doing this already. 

When engaging consumers online instead of in-person, it’s easy to lose that customer after a sale in the vastness of the internet. If you’re selling your product on anywhere other than your own website, you are losing a chance to contact that customer again, potentially losing out on future sales.

There is an easy way around this: you can put a card in your product box that directs the consumer back to your own website, and then offer them something for free (even just a  discount code) if they provide their contact info. This allows you to re-engage with that customer. 

The reason it’s so critical to get a chance to re-engage with consumers is simple: you’re much more likely to reconvert with an existing customer than you would be with a fresh prospect when reaching out to previous buyers, don’t wait too long. Broadly speaking, six months to two years is the best window to re-engage shoppers. 

These campaigns can be softer and use more of the upper funnel at first. Just make sure that you have great messaging for each targeted audience segment, and have meaningful strategies in place to re-engage customers using that messaging as they move down the funnel. By re-engaging previous shoppers, you are tapping into a market that is guaranteed to have some brand interest! 

Remember, this strategy works the best when you’re also advertising to new prospects as well as you don’t want to induce shopper fatigue by marketing to the same people repeatedly. 

Have a great Monday!