The back-to-school period is one of the most important and busy periods for many businesses, especially those offering education-related products and services.
In this article, we look at how you can reach four key categories of customers based on their buying activity.
In particular, we will focus on:
- new customers,
- customers who have recently made a purchase,
- loyal customers and
- inactive customers,
offering communication tactics and campaign examples for each category.
New Customers
New customers are people who have recently come into contact with your business and may not have made a purchase yet. This category is important as it represents new opportunities to grow and expand your customer base.
How to approach them
To attract new customers, it's important to create a positive first impression. Welcome offers and special discounts can encourage new customers to try your products or services.
Example: Welcome Campaign
"Welcome to [Business Name]! To start the school year on the right, we offer you a 15% discount on your first order. Please use the WELCOME15 code at checkout."
This campaign aims to attract new customers with an appealing offer, while also showcasing the business and its products.
Recent Customers
Customers who have recently purchased from your business are more likely to respond positively to new purchase proposals. If they are satisfied with their recent consumer experience and interaction with your business, they are a receptive audience for your promotions. This makes it the right time to offer them special deals or product recommendations, as they are more likely to make a purchase.
How to approach them
Recommend relevant products or services that will improve or upgrade their recent purchase. This approach not only increases sales but also enhances the value customers receive, as well as their sense of appreciation, by developing closer relationships with your business.
Example: Product recommendations campaign based on previous purchases
For example, if a customer has made a recent purchase of a technology item such as a laptop, tablet, or other mobile device, consider providing a discount on protective cases.
"Thank you for your recent purchase! To enhance your back-to-school experience, consider getting a new case for your gadget to provide added protection and style. Take advantage of a 10% discount on every purchase."
In this way, you take advantage of your customers' recent purchases, suggesting relevant products that could interest them, and creating opportunities for repeat sales.
Loyal Customers
Loyal customers are those who come back frequently for purchases and have developed a strong relationship with your business. These customers are valuable because they are not just a solid source of revenue, but because they tend to spend more compared to new customers.
Furthermore, loyal customers play a key role in building and maintaining the reputation of your business. They are more likely to recommend your products or services to friends and acquaintances due to the trust they have developed in your business. This makes their opinions highly reliable and influential, ultimately enhancing the positive image and awareness of your brand in the market.
How to approach them
Reward loyalty with exclusive promotions and loyalty programs. This tactic boosts their commitment and encourages them to continue choosing your business.
Example: Loyalty campaign
"Dear George, thank you for being a valued member of the [Business Name] family. As a token of our appreciation for your loyalty, we offer exclusive access to our new autumn collection with an additional 20% discount. Remember that you earn points with every order and can redeem them on future purchases."
This campaign boosts loyalty to loyal customers and rewards them for their support, intensifying their sense of appreciation and uniqueness.
Inactive Customers
Inactive customers are those who have stopped interacting with and purchasing from your business for an extended period. Although these customers may have had a positive experience with your products or services, for some reason, they have ceased buying.
Targeting this group offers a great opportunity to increase sales, as consumers already know your business. With the right offers or reminders, there's a good chance you can persuade them to return.
How to approach them
Create special reactivation campaigns with unique offers or discounts that will encourage them to come back and make a new purchase
Example: Reactivation campaign
"Hello Christina, we’ve missed you! Become an active member of the most tech-savvy group again and enjoy a 25% discount on your next purchase. Use the WELCOME25 code at checkout."
This campaign aims to bring inactive customers back with an attractive offer, reminding them of the benefits and value your products offer.
The success of a "Back to School" campaign largely depends on your ability to reach each customer category in a personalized way. Start today with Apifon to create targeted campaigns that will make a difference to your customers' inboxes and give you a strong edge over the competition.
Start today with Apifon and create targeted campaigns that will make a difference in your customers' inboxes and give you a powerful edge over the competition.
