Reconnecting with old customers is better when it has context
I’ve been away for a few days but whilst I was away I received an email on Friday from Reid Hoffman, Co-founder and Chairman of LinkedIn.
As it turned out I, along with another one million lucky souls, received the same email. Frank Reed across at Marketing Pilgrim got one too and he has already posted about his letter in LinkedIn Uses Email To Thank Early Adopters.
Here’s what the letter said:
I’ve been a member of LinkedIn for longer than I can remember and was very surprised to learn that I was amongst the first one million members. In fact, I was number 286,115 to join.
Early adopters we may be but like Frank said in his post it has reminded him that he is not as active as he would like to be on LinkedIn and has reignited his interest in the site. I guess I can say the same goes for me too.
However, I think there is a broader lesson here for all of us in all of our businesses and that is to not forget your original or oldest customers.
One of the smart things that LinkedIn has done to put this piece of communication and reconnecting with its original members into context is that LikedIn reached a milestone last week when it reached 100 million members.
This is a bit like one of my clients who used his anniversary of being in business fro 25 years to reconnect with his old clients. I wrote about it a while ago in Business Growth and the Coffee Table Book.
Reconnecting with old, original, inactive or just long-term customers is a great thing. It’s better when it has context.