You know the adage: It costs more to acquire customers than to retain them. In addition to that fact, research from career site Zippia states that companies have a 60% to 70% chance of selling to an existing client and just a 5% to 20% chance of selling to a new one.

As 2023 phases out and the new year begins, here are six ways to re-engage with past clients and get them on your schedule for 2024 campaigns.

1

Build an email marketing list.

Take a look at the customers who have purchased from you before and add them to an email marketing campaign. Each message – perhaps once or twice a week – should have details about your products and services, discounts, specials and even recent successful campaigns you’ve done for other clients.

2

Send handwritten notes.

Add a personal touch by handwriting short notes to customers; refer to past projects you’ve worked on together, and package it with a small self-promo item (be sure to include your direct contact information). If they’re nearby, you or a colleague could deliver the items to their offices in person, making a valuable face-to-face connection.

3

Create a redemption program.

Get the creative juices flowing with a giveaway. Take a cue from Whitestone Branding (asi/359741) and give customers a way to redeem a gift bundle that showcases your capabilities. Not only will it spark ideation, but you’ll also be able to narrow your list to potential buyers in the coming months.

70%
the chance of successfully selling to an existing customer, vs. 20% to a new one.(Zippia)

4

Identify their upcoming priorities.

Once you get in touch with him or her, ask them about objectives for the coming year. Find out their marketing and branding plans, and get them on your project calendar. Give them a timeline for when you’ll begin working on different campaigns.

5

Ask for feedback.

Perhaps there’s a reason they haven’t purchased from you in a while. Request that they share honest feedback about what their experience has been like working with your company. Even if they don’t end up buying from you, their opinion could inform how you move forward and improve.

6

Reach out to new hires.

Leverage social media announcements to find out who’s new among decision-makers at the client’s firm. They may be interested in finding out more about you and partnering with your distributorship in the coming months to make a good impression at their new gig.