Hope your week is off to a great start!
Today is your final (and forth) lesson in your master class on setting up a High-Converting Client Reactivation Campaign!
Remember running a monthly client reactivation campaign is a MUST because it’s a no-cost way to bring in more qualified members to your business every month of the year.
You’re running this campaign directly to people who are PREVIOUS (paying) members of your program, who you want back as a client!
If you are just jumping in now, you can still catch up on Parts 1-3:
Part 1: How To Run A Highly Profitable Client Reactivation Campaign (Click Here)
Part 2: How to Determine Your No-Brainer Client Reactivation Offer (Click Here)
Part 3: Your Client Reactivation Scripts (Click Here)
Today, I’m going to tie it all together and share a few tips for increased profitability and greater success for your campaign.
Let’s dive in…
1. Build your Reactivation System. You know I’m always talking about the importance of systems for everything from your new client onboarding process to your marketing calendar… because systems are a game-changer. They pave the way for you to be able to delegate effectively, stay organized, save time, and optimize what you’re doing to bring in more $$$ while working less!
Create your step-by-step doc that outlines everything you’ll be doing (and who, what, when, why, and HOW you’ll be doing it) all on one doc. If it’s easier, create a video. Basically- you want someone who walks in off the street to understand your directions and to be able to follow your directions to run your reactivation campaign.
2. Keep an UP-TO-DATE Past / Leaving Client List. If you already have a CRM program (like Zen Planner or MindBody) this is mostly handled for you. If you don’t, make sure you use something like the “Leaving Client Tracker” that I put together for you in Part 1.
3. Document Everything. Make sure you’re documenting everything on your “Reactivation Tracker” including notes on the outcome of each touch point and what happened. This is great not only for your own use but to also make sure that everyone on the team knows the latest updates at all times.
4. Pick Your Week. Remember, you’re going to run your reactivation campaign EVERY month! It’s easiest to just pick one consistent week each month, and stick with that to take out all of the guesswork.
Example: The second week of each month we will run our Client Reactivation Campaign.
Once you determine your week, go ahead and mark it off on your calendar for at least the next 12 months, and update any task management software you use. This way NOTHING will slip through the cracks!
5. Create Your Plan of Attack. If you have a backlog of people to reach out to (if this is your first time running a reactivation campaign), you need to come up with a plan of attack!
- How many people can you effectively follow up with each week?
- How many people can you bring back into your program and deliver an AMAZING experience to, so they want to rejoin as a member? (remember- this is the entire point of the campaign in the first place!)
Some of you may have HUNDREDS of people on your list. Break it up, and take it in bite-sized pieces in order to set yourself up for success and not get overwhelmed. Maybe you’ll reach out to just 5 (or 10, or 3 – whatever makes sense) people each week or month. The point is to create a plan that you can handle.
6. Delegate! Having a clearly spelled-out system in place (including scripts) means you’ll be able to delegate this campaign to someone on your team once they’re fully trained. If you do this, consider adding a space in your Client Reactivation Tracker spreadsheet where they can enter their initials so you know who made the contact.
7. Create a Conversion Plan. Have a clear path to convert them BACK into a regular membership during your promo period. Getting them back in the door for your reactivation offer is just the beginning. Make sure you have everything dialed in from their experience to all of your check-ins and touch points, to how you’re going to convert your reactivation clients back to the membership.
8. Track Your Numbers! This way you’ll know if anything needs to be tweaked to make it more successful. It could be your offer, the timing of your contact, the wording, etc. If you decide to tweak your system, only change one variable at a time so you know what made the difference in your conversion rate. As you gain more experience with your campaign, you likely will see more and more people take you up on your offer – shoot for a long-term goal of 20 to 25 percent.
Also, be sure to track the conversion rate for people signing up on the back end as MEMBERS. If you aren’t getting the response you want (this number should be pretty high – at LEAST 80%!), consider doing a survey or follow-up to find out why.
There you have it!
As it is with most systems, the heavy lifting is done at the beginning… but once it’s in place, it basically runs itself with a little steering!
I appreciate you and I hope this master class has been a big help in creating a reactivation system that works for your business.
Make it a productive day,