A Reengagement Campaign that Converts

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A reengagement campaign is often overlooked by businesses because the sales and marketing teams are hyper-focused on new leads and new customers. However, setting up an automated reengagement campaign is an easy way to engage with lapsed leads and convert them to customers.  

Target: Compile a list of lapsed leads. Depending on your business and sales cycle you can pull leads from the past six months, or as far back as five years. This list should include contact’s name, position, email address, and phone number.

Message: Crafting and customizing the message is key in a reengagement campaign. These people know your business because they have been in contact with you in the past. Your message should highlight new services, current happenings, and a strong call-to-action to reconnect.

The key to a reengagement campaign is frequency through multiple channels. Here’s an example of a workflow your business could follow to reengage with old leads:

o   Develop a drip campaign, which is a set of scheduled emails that are sent at pre-set intervals. A drip campaign allows your company to have multiple touchpoints with lapsed leads with minimal effort on the part of your internal team.

o   Set up a low-cost email service provider that can help you implement this campaign. Mail Chimp and iContact Pro are two easy-to-use options.

o   Once you have an email platform in place, you should develop a 4-email drip campaign to send to lapsed leads. Each contact will go through the same journey:

  • Email #1: Sent to all lapsed leads
    • Download the list of leads that open and/or click on your email platform. These people are considered hot leads. Your sales team or appropriate contact should reach out to the person via phone or email for a personalized touch-point.
  • Email #2: Sent if no engagement after 10 days
    • Follow the same process as Email #1. Download open and clicks. Have your team reach out to these leads with a personalized touch-point.
  • Email #3: Sent if no engagement after 15 days from Email #2
    • Follow the same process as Email #1. Download open and clicks. Have your team reach out to these leads with a personalized touch-point.
  • Email #4: Sent if no engagement after 15 days from Email #3
    • Follow the same process as Email #1. Download open and clicks. Have your team reach out to these leads with a personalized touch-point.

o   Now that this workflow has been developed you can utilize it to recur after a set time period. For example, every 3 months you can pull inactive leads and add them to the drip campaign.