Title: Why Your Customers Are Ghosting You (And How to Get Them Back)

I once spent $300 trying to become a gym person.

I signed up for a membership in a fit of New Year’s optimism, as many do. You know, “New year, new me!” I bought a bunch of workout clothes, told everyone I was now a “gym person,” and even looked up different protein shake recipes as if I had any intention of actually making them.

I ended up going to the gym three times.??

Then… I stopped. Life got busy, my motivation disappeared, and so the gym turned into just another monthly charge on my card. For the first few months I’d see the charge to my account but over time the membership seemed to be wiped from my memory.?

Did the gym ever reach out during that time? Nope. No friendly reminder, no “We miss you!” email. All I got was silent judgment from my bank account. The thing is, I probably would’ve gone back if they had nudged me a bit. Maybe a check-in with my fitness goals, or even an email saying something like, “We noticed you haven’t been in in a while, here’s how you can get going again.” Instead, they upped the price of the membership without notifying me. So, I ended up canceling entirely.

Don’t Let Your Business Be the Forgotten Gym

This is exactly the problem Lena Niedzielin is solving at Skieasy Indoor Ski and Snowboard Centre London , an indoor ski facility open year-round in the UK. In her Be A Marketer episode, Lena shares how she keeps customers engaged year-round, even when they’re not actively thinking about skiing, like in the warm seasons. She figured out something that my old gym never did: if you don’t stay in touch with your customers, they’ll forget about you. And when they forget, they leave.?

What Lena Is Doing Right (That You Should Adopt Immediately)

• Regular email check-ins: Lena keeps her customers in the loop with updates, offers, and reminders. No radio silence.
• Exclusive offers for subscribers: People on her email list get first dibs on discounts and new programs, which makes them feel special and keeps them engaged.
• Segmented lists for targeted emails: A beginner shouldn’t get the same email as an expert skier, right? Lena makes sure the right people get the right message.
• Uses feedback to refine her marketing: She actually looks at what customers are clicking on and adjusts her emails accordingly. No guessing, just smart marketing.

Your Challenge:

Look at your email list. When was the last time you reached out to past customers? If the answer is “I’m not sure”, it might be time to send something like a “Hey, we miss you” email, a special offer, or actionable tips to get them re-engaged.

Because if you don’t, they might just become like me and my gym membership, a forgotten customer who never looked back.

Want to Hear More?

Listen to Lena’s full Be a Marketer episode ????, and while you’re at it, leave us a review and let us know how we’re doing!

- Kelsi Carter

? Go deeper:

• Customer Feedback: How to Get It and How to Use It
• How to Use Surveys on Social Media
• How to Create Consistent, Effective Marketing Habits
• Audience Engagement Keeps Eyes on Your Business
• Personalized Emails: Boost Customer Connection with Tailored Strategies

?? Listen to more episodes of the Be a Marketer podcast.

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