I like to review my customers every three to six months or so. I make a list of customers who have not made a purchase from me within the last year. I write them a nice note. I ask a question using a format something like this:
- Dear Dead Customer, [put their name there]
I want to thank you for purchasing [name of product here], however, I'm surprised that I haven't heard from you in a while. I was hoping to find out why. That way I can fix it for you, but certainly I can make sure that it won't happen again to anyone else.
Also, I wanted to make you aware of [insert offer here] that I've just rolled out. Because you are an important customer, I wanted to extend to you a loyalty reward on this new product I am rolling out. [Put your offer here. Make it as good as you possibly can.]
This will awaken many of your dead or inactive customers. If you repeat this every three to six months, you can expect 10-30% of these lost souls to become your active customers again.