You probably have past customers who haven’t bought in a long time. So how do you bring back a past customer in a way that isn’t obnoxious?

First, start with the understanding that the people you’re going to reach out to HAVE shown interest in what you help them with. Only after you’ve communicated again with them and provided value to them again do you start offering them your products and services. As Peter Drucker said, “The purpose of business is to create and keep a customer.” You’re re-connecting with valuable, future customers.

Practically speaking, you can start this process by giving something away for free. When you do a really great job of delivering it and ensuring the value of it is delivered, you can go negative monetarily to go positive because the customer will be worth a lot more to you in the future.

I always loved the example of utilizing Push, Pull, and Dangle. Back when the internet was first starting, I would talk about how you can Dangle something for free (for example, a free book), and you Pull the prospect into your opt-in page by dangling the free offer. Then, once they have been pulled in, you can Push out your communications and messages to them. Push, Pull, Dangle. This is a 3-step framework you can use to bring back customers too.

Here’s what to do now…

Think about who the past customers that you haven’t communicated with in a while are. Realize that they could be re-engaging with you if you communicated with them and provided enough value. Then, ask yourself: What Dangle could you offer them for free that they would find valuable? How could you Pull them to opt back in? What fits with what they really want that you could Push out to them after they have opted in and started re-engaging with you?

While some re-engagement campaigns can come across as obnoxious and pushy, yours absolutely does NOT have to! If you do this right in a value-oriented way, you will quickly reinvigorate your past customers, and they can become some of your best future customers.

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