Have your potential customers gone silent? No matter how much nurturing you’ve attempted? Wake them up with a targeted re-engagement campaign.
Here’s a marketing secret: If people perceive value in your company’s communication, they’ll continue to open your emails and other correspondence even if their responses have dwindled as of late.
That’s why running re-engagement campaigns that have value for people can be remarkably effective. They’re called “win-back programs” for a reason. According to MarTech.org:
- 45% of recipients who receive re-engagement messages will read them.
- 75% of re-engaged customers will read subsequent emails.
- 25% will continue to open emails 300 days after the initial campaign.
This drip series of emails is designed to win back the interest of dormant prospects. You want to convince them to interact with your emails again, so your open, click, and customer retention rates improve.
9 Re-engagement Campaign Ideas and Examples to Win Back Prospects
Since it could cost five times more to attract a new customer than to retain an existing one - and existing customers are nine times more likely to convert than people who haven’t purchased yet – your re-engagement strategy may look something like this:
- Find out who is still interested in your company’s products and services.
- Clear any leads from your database who are no longer interested.
Here are a few ideas and examples that can help.
- Use a three-step formula.
- Step one: define what “dormant” means for your company – this involves reexamining the data associated with certain prospects. Look at email open rates but also include website visits, form completion, webinar attendance, and the like. Break down inactivity by 30-, 60-, and 90-day time frames so you can target these groups with different messaging. This helps you identify your re-engagement audience, the people you want to re-engage.
- Step two: remove inactive leads from your everyday sends so you can treat them differently. This will affect your overall metrics in terms of open and click rates. But not for long, hopefully. Your re-engagement campaign will help rebuild the relationship with them.
- Step three: create a nurture sequence that shows the value of the relationship. This could include information about your services but it’s also about thought leadership, industry expertise, and how to use your products, topics that matter most to your prospects. Include a way for prospects to give you preferences on the content they like and how often they want to receive it. For example:
- I like the content I receive from you, keep it coming.
- I like some but not all of the content I receive from you. Let me choose.
- I like the content, but I need a break. Let’s pause for 30 days.
- Sorry, I’m no longer interested. Please remove me from your list.
- Find another way.
If prospects stop responding to phone calls, try emails. If they go cold on replies, try texts. Use a different approach or avenue of communication. To revive the connection you’ve already established with someone, figure out the preferred way to connect with them. Examples include:
- A discount code text message campaign.
- A custom video message embedded in an email.
- A link to gated content such as e-books, whitepapers, or research reports.
- Ask how you can help.
Lori Paikin of the Forbes Agency Council nails this approach. She says, “In these [complex] times, even our best leads are distracted. Remember … They are people first, with families and jobs and health, financial, and security concerns. When you reach out, keep that front of mind. Instead of trying to gently push your agenda, ask first how you can help.” You can even include a short survey to determine how your company can actually help – with customized products or personalized services that address an inactive customer’s pain points.
- Mail your value.
Getting something in the mail from a company whose communication is usually digital may seem like a throwback. But a delivery is hard to ignore. When everything else can only be accessed through a computer, it’s super effective for getting attention. Send that latest survey report along with a personal note (and a link to the digital copy). Deliver a birthday card along with a discount code for services. It could evoke positive feelings and strengthen your relationship.
- Request customer feedback regularly.
Asking customers about their opinions makes them feel valued, understood, and important to you. Companies usually get valuable knowledge about themselves from their responses. Schedule a feedback survey from your existing customer base every few months.
- Follow up on the feedback you request.
Action speaks louder than words in this case. Once you ask, follow up on the responses. It lets customers know that their feedback hasn't gone unnoticed.
- Ask for introductions to new prospects.
Asking questions is an authentic way to personalize any interaction. Asking an existing customer to introduce you to people they know who might benefit from your product or service does even more. You’ll be reconnecting with them, reacquainting them with the value of your business, and getting leads in the process.
- Respect their space but don’t disappear.
When prospects disengage, it may signal that they have other priorities right now. Give them space, perhaps by pausing communication for a short time. But don’t disappear. Continue to send them relevant news and information that will help them solve their challenges – when the time comes for them to re-engage.
- Re-engage by retargeting.
Retarget messages to dormant prospects using paid search and social media ads. Providing them with an offer compelling enough to reconsider your brand could potentially restart the entire marketing and sales process.
11outof11 Knows Email Marketing Campaigns
When you’re ready to re-engage your existing customers for more business, connect with 11outof11. Request a complimentary call with an 11outof11 expert. Contact Us To Learn More