Fortunately, there is hope for businesses looking for a cost-effective way to recapture lost leads with email marketing.
It turns out that it is possible to market to inactive contacts and dramatically increase your conversion rates if you follow these 7 simple steps.
Recovering lost leads takes a lot of effort and attention, sometimes even more than capturing them in the first place. But it's always worth it in the end. Here are some re-engagement strategies that are guaranteed to convert your lost leads:
1. Check the cause of the loss
Instead of launching a campaign right away, try to understand why you are currently losing leads. A good CRM tool that clearly captures your customer journey will give you this insight.
For example, did many leads drop off before or after interacting with your sales team? How many emails did they open? What types of content did they engage with the most? With this data, you can identify critical drop-off points in your sales funnel and optimize it for success.
You can also run a survey to ask them directly if you're not sure. The great thing about this is that you can get direct feedback on what to do differently.
2. Segment those most likely to return
The truth is that not all lost leads will come back. So you need to direct your resources to those who have a high probability of converting. We recommend using your sales intelligence tool to identify those with the highest potential, especially those with high activity levels and who are further along in the sales funnel.
A good example might be someone who has visited your pricing page a lot, or a prospect who has saved multiple templates you offer. It could also be someone who has had more than one call with your sales team.
Depending on your business and ideal customer profile, create a new list and build your strategy based on their actions. If they have visited your pricing page multiple times, you could offer a promotion to get them interested again.
3. Use the information you collect to create a retargeting workflow
Once you have the details of why they left and who they are, launch a belize business email list retargeting ad. This way, they will be reminded about your business as well as the service or product they were interested in.
The goal here is to stay top of mind and motivate them to take another action on your website. That’s why you need to use the behavioral insights you get from your sales tool. Start with a small budget and optimize based on performance.
We also recommend setting up specific workflows and triggers. That way, once they take the desired action on your ads, you can start a conversation that leads to a conversion.
4. Send relevant messages through personalization
If the reason you're losing leads is because of your messaging or not building the right connections, now is the best time to take action. Create highly personalized messages based on the actions they take on your website.
In addition to your company, job title, and name, include details like custom images and videos that fit their needs. Not only will you stand out in their inbox, but you’ll make them feel heard and seen. Everyone wants to do business with a company that puts them first.
It’s also possible to do this level of customization on a large scale. With an automation tool like Lemlist, you can include multiple layers of customization that will turn a generic email template into one that converts.
5. Use the appropriate channels
Don’t limit yourself to just email. In fact, 62% of B2B consumers say they feel overwhelmed by the amount of email they receive. So, to capture their attention again, you need to be on the platforms they actually use and will respond to.
For example, if your prospect is very active on LinkedIn, it makes sense to connect with them there and build a relationship. Some prospects also prefer to have conversations over the phone.
The key to using these channels is to take a multi-channel approach and not be intrusive.
So use multi-channel outreach tools that send automatic connections, comment on their posts, and send personalized messages.
6. Create FOMO by offering limited promotions
Don't lose these leads again. Instead, give them a reason to stick around by offering them limited-time promotions. Make sure the promotion or incentive you offer is something they're actually interested in.
For example, if they've been concerned about price, a Black Friday deal is the perfect opportunity to sign them up for an annual plan.
7. Monitor and optimize for more
The most important strategy for re-engaging leads is to continue optimizing for success. So when executing any of the other steps above, we recommend splitting up your campaigns.
With an A/B test, you can see which variation works best and duplicate it. Review your sales funnel and don’t be afraid to change things up if they aren’t working.
Also consider optimizing your response time. When a prospect has a question, assign a member of your sales team to handle these queries or even invest in a chatbot. This way, your leads won’t feel ignored and won’t take their business elsewhere.
