Each of us receives dozens or even hundreds of emails every day. It seems impossible to react to each of them but it is worth realizing that we often reject the message addressed to us and think for a while about the reasons why this happens. This may help us understand why the effects of our email campaign are below our expectations, as well as the conversion of the leads.
A re-engagement campaign is basically a way to win back leads that have become inactive at some point in your sales process. It’s vitally important for you not to accept this situation and to remember not to give up on people who stopped interacting with your messages. You definitely haven’t lost all of them for good.
Do your best
Of course, the situation in which your welcome campaign is not effective, is not good for your business and does not motivate you to create more campaigns, but it can also bring positive effects. It should motivate you to think about the reasons for low effectiveness and ways to increase it. This may become a great learning material on how to effectively plan a marketing campaign that results in high interest. It is also important not to take all the blame on yourself. Not a single marketing campaign brings 100% lead conversion into opportunities. It can’t be said arbitrarily that you are the one doing something wrong.
Don’t give up
Some leads (10-25% per year according to surveys) simply give up interacting with your company and this is inevitable. Sometimes the reason may be a change in needs, sometimes a reduction in the daily dose of emails, misunderstanding your message, finding an alternative or simply the fact that they have forgotten about you. Don’t give up. Lower than expected email campaign effectiveness is no reason to remove the leads that have not responded. It is worth determining the time interval after which you will try to speak to them again and remind them why they were initially interested in your business. They did it for a specific reason. They had (and probably still have) some needs, they liked something about your offer, something attracted their attention. Reminding them about it in a smart way will allow you to regain the interest of some of them. You can’t impose yourself on them, but you also can’t give them up too easily.
It won’t be easy
It’s worth fighting for it. Not only for obvious reasons, such as increasing sales, but also because the skewed data in your lead nurturing/email campaign statistics may affect your wrong decisions regarding the overall marketing campaign in the future. The second important and not evident reason is that if your engagement levels and/or open rates drop, Internet Service Providers will block your content causing hard and painful landing in the spam box for your emails. We definitely don’t want that.
There are many excellent examples of re-engagement campaigns, so we’ll explore them in another article. It’s a specific type of campaign, where innovative approach and ingenuity are of great importance because the basis of effective re-engagement is to stand out and hit the needs of the lead. Interestingly, very often high efficiency can be ensured by approaching the subject with a sense of humor. Putting the recipient in a good mood can bring good associations.
Lead’s inactivity is part of reality. How you handle it is crucial. The basis is not giving up and having faith in the possibility of regaining attention. It is possible and depends mainly on you. Importantly – according to research the overall cost of reengaging a lead is a few times cheaper than acquiring a new one. This is a very tangible argument that it is a game worth playing.