For most businesses, acquiring a new customer costs many times what it costs to keep an existing customer. For an agency or organization selling to your existing customers is a must. An email list is one of the cheapest and most efficient marketing tools at your disposal to keep your customers coming back. Here are 6 simple tactics you can use to keep your license or membership buyers coming back for years to come.
1. Remind buyers to purchase again before their license or membership expires. If you can, offer a small incentive to get them to renew before they lapse. The image above is of a great email I got from Florida reminding me my license has expired. Sadly, I won’t be back this year!
2. Contact the individual 10 days before their birthday with a reminder their friends or family can buy them a gift card for their birthday. My Stepdad always asks for Nebraska Game and Parks gift cards for Christmas, too.
3. Alert previous buyers of specific licenses or tags of season open dates and draw deadlines. We’ve all missed out on a hunting season because we missed the draw.
4. Cross-promote licenses without a draw to winners of tag drawings. My friends and I take a pheasant hunting trip to South Dakota every year. We all buy a waterfowl permit, too, as long as someone remembers the application period is in June. When my Dad and I went elk hunting last fall, the person who sold us our tag at Walmart asked us if we wanted bear tags as well. That little question sold Colorado $750 worth of additional licenses.
5. Hit up your out-of-state hunters with an invite back to your state. Consider appending the invite to the end of the survey you might be sending them. Remember to consider how far in advance a person must plan in order to account for tags, accommodations, and general logistics.
6. Remember, your license buyer or member is your customer. Their lifetime value to your agency or organization is likely many times what the individual spends per transaction. Tell them you appreciate them with a thank you letter. Remind them their license purchase funds the important work you do.
Does your agency or organization use another email tactic? Please share additional ideas in the comments.