As we know, SMS is a direct marketing channel that has the advantage of offering immediate reach and an impressive open rate. But what to do when your clients stop responding? When they become inactive, reactivating them via SMS is an effective lever to rekindle the spark. However, it’s a strategy to be used with delicacy and expertise to reap all its benefits. In this article, we reveal the best practices for effectively re-engaging an inactive client by SMS, while maximizing your chances of reconversion and maintaining a good relationship with your subscribers.
Understanding the reason for inactivity
The very first thing to do is understand why a client has become inactive. Several reasons can explain this, such as a lack of relevance in your offers, over-solicitation, unmet communication preferences, or even a simple change in need from the individual in question.
To obtain the answers, use data analysis. This will allow you to identify periods of inactivity, the types of offers the client previously responded to, and any behaviors similar to those of other re-engaged clients.
Segmenting the inactive
A mistake to avoid at all costs for reactivation is making a mass send, which risks not capturing attention effectively. Segment your inactive clients based on criteria like the length of inactivity or the type of product/service used to allow sending specific messages to each group.
Crafting a relevant and engaging message
An SMS is short by nature, meaning every word counts. To succeed in reactivation, you must be at once concise and convincing while remaining human. The goal is to make your client want to return without being too pushy.
Clarity and simplicity
Your message should be straightforward. Avoid complex or overly commercial phrasing. A good reactivation SMS might look like this: “It’s been a while since you visited us. Discover our new arrivals with a 10% discount! Valid until October 31.”
Adding an exclusive offer
To maximize the impact of your reactivation, offer a time-limited deal. This creates a sense of urgency without being too aggressive: “Take advantage of our exclusive offer reserved for our best clients: 20% off your next purchase before Sunday!”
Use of personalization
A personalized message, with the client’s first name or by recalling their last purchases, makes all the difference. The recipient then feels valued and not perceived as just a number on a list: “Hello Claire, we have a surprise for you: 15% off your favorite product, valid this weekend only.”
The importance of timing
Sending the right message at the right time is a golden rule in any reactivation strategy. Depending on the client’s behavioral history, the timing of the SMS can have a significant impact.
Analyzing key moments
For example, if a person was active during sales or holiday periods, it makes sense to reactivate them before or during these times. These events create a favorable dynamic for reactivation.
Respecting sending hours
Avoid sending messages outside the times prescribed by law. Besides the legal aspect, remember that SMS is a channel perceived as more personal than email, so receiving a message at late hours can be viewed as intrusive. Prefer sending during work hours or late afternoon for last-minute offers.
Proposing a clear CTA
SMS reactivation should be more than informational; it should prompt action. Your CTA has to be explicit and easy to follow to maximize the chance of response.
Including a clickable link
Inserting a URL link to a specific offer or product is an excellent way to simplify the client’s journey. You can use a link shortening service to ensure the URL fits within the SMS length. For example: “Use discount code XXXX: [link]”
Allow for easy unsubscription
Every message should include a link or note allowing clients to easily unsubscribe from your SMS campaigns. For example: “No longer wish to receive our offers? Reply STOP.”
This transparency enhances trust and is also mandatory.
Managing the frequency of reactivations
Frequency is crucial. Rather than enticing clients back to your brand, reaching out too often can have the opposite effect and irritate them. Schedule your reactivations at reasonable intervals, for example, every three to six months, depending on their behavior.
Reactivating an inactive client via SMS requires a good deal of strategy and finesse, coupled with great attention to detail. By following these different tips, you can turn a blockage into an opportunity, either to recapture your audience and keep them loyal in the long term.
