Re-engagement campaigns are the marketing activities that give a database that extra boost. Some leads are hot and others need a bit more work. Contacts in your list that haven’t shown any activity may be “inactive”, but “inactive” leads are not necessarily dead. The leads that haven’t been responsive to your marketing campaigns can still progress down the sales funnel – they just need a little extra love.
Re-engagement campaigns work to resuscitate “inactive” leads using lead nurturing campaigns that attempt to trigger a response from inactive contacts. It never hurts to test out old lists with new campaigns since one of the biggest reasons for inactivity is wrong timing in campaign execution. Your initial messages may have been relevant and valuable, but your timing was off. Timing is everything in customer engagement and it all depends on which stage of the sales cycle each lead is in: some leads may be further along in the funnel while others are in the beginning stages just doing research or looking to buy at a later time.
Here are 4 tips when launching a re-engagement campaign:
Identify your “inactive” contacts: Identify contacts that haven’t taken any action for more than 90 days. They haven’t visited your website, filled out forms, or responded to emails that you have sent.
Segmentation: Review data and reports to better understand contacts implicit and explicit behaviors in order to deliver messages of their interest to trigger a response.
Type of Re-engagement Campaign: Email campaigns that offer useful information or promotional offers can help trigger interest. The fact that you have these leads in your database typically indicates that they were interested at some point. By simply re-engaging and offering valuable content to your contacts can result in the push they need to progress down the sales funnel.
Measure the results: It is important that you track all re-engagement campaigns – it’s the only way to identify if a campaign is success. Providing metrics on what campaigns were successful and what campaigns weren’t will prove to be invaluable to your marketing team when planning and developing campaigns in the future.
