Mike Andes compares re-engaging past customers to a good punt in football: both flip momentum and field position. A solid re-engagement program converts churned customers back into paying ones, yet most businesses overlook this undervalued strategy.
Because if that special teams can be backed up on their own two or three yard line, but kick a great punt and now you're down at the 10 yard line of the opposing side of the field, that can really flip the momentum of the entire game. We somehow we don't realize that special teams is important. You don't get to see the kickers and the punters in the NFL on the front of magazines. Nobody knows their name. And they're usually geeks. And they wear glasses and they're a joke. They're the laughingstock. Are they even an athlete? And ultimately, in your business, the reengagement program is what that is. How do you take someone who left your business? They've been the person that fell out of the bottom of the bucket. They are part of your attrition. They are part of your churn. How do you convert them back into becoming a paying customer again?
