How important is grassroots re-engagement?
Posted: Sat Jan 18, 2025 5:36 am
If a lead is in your database, there is usually a strong reason for it, right? They have already shown interest in downloading your materials, attended events that you participated in or promoted, or even made a purchase from your company.
Yes, it is necessary to analyze each case individually, together with the history of the leads when determining the lead re-engagement strategy . But, in general, it is possible to understand that there is a fit between your leads and your company .
For this reason, despite not having interacted australia phone number resource with your content for a long time, your disengaged leads are potential customers that you somehow invested in adding to your database.
How to build a lead re-engagement strategy ?
The first step in a lead re-engagement strategy is to identify which leads are disengaged. But how do you do this?
send a marketing email to all engaged and undetermined leads in your base;
after that, access the statistics for that email, click on the three dots and select the campaign leads ;
add a tag to all leads that received the email in question;
Finally, create a segmentation with all the leads in the database that do not have the tag. This is the segmentation of disengaged leads .
With the segmentation done, the next step is to think of a strategy that can really grab the audience's attention to make sure that:
she reconnects with the brand and content;
or she unsubscribes so she can stop investing energy trying to communicate with that very cold and uninterested lead .
To achieve the objective, for example, you can choose to create a marketing automation with 3 emails, where whoever opens one of these emails receives a tag that identifies them as a “re-engaged” lead and leaves the automation flow.
The first email in the flow can focus on offering the best content in the areas that your potential leads are interested in. The rationale behind this is: if the person is not interested in any of these topics, they will hardly be a qualified lead for your company.
After a certain period of time (usually between 2 and 3 days), it is time for leads who did not open the first email to receive a second email.
In this email, choose a subject line with much more emotional appeal and try to make it clear what the person loses by choosing to no longer receive your emails. Also, take the opportunity to insist again that the person tells you about the best email address that they use every day.
Send the third email to those leads who did not open emails 1 and 2. In it, inform them that you are excluding the contact from your lead base .
Yes, it is necessary to analyze each case individually, together with the history of the leads when determining the lead re-engagement strategy . But, in general, it is possible to understand that there is a fit between your leads and your company .
For this reason, despite not having interacted australia phone number resource with your content for a long time, your disengaged leads are potential customers that you somehow invested in adding to your database.
How to build a lead re-engagement strategy ?
The first step in a lead re-engagement strategy is to identify which leads are disengaged. But how do you do this?
send a marketing email to all engaged and undetermined leads in your base;
after that, access the statistics for that email, click on the three dots and select the campaign leads ;
add a tag to all leads that received the email in question;
Finally, create a segmentation with all the leads in the database that do not have the tag. This is the segmentation of disengaged leads .
With the segmentation done, the next step is to think of a strategy that can really grab the audience's attention to make sure that:
she reconnects with the brand and content;
or she unsubscribes so she can stop investing energy trying to communicate with that very cold and uninterested lead .
To achieve the objective, for example, you can choose to create a marketing automation with 3 emails, where whoever opens one of these emails receives a tag that identifies them as a “re-engaged” lead and leaves the automation flow.
The first email in the flow can focus on offering the best content in the areas that your potential leads are interested in. The rationale behind this is: if the person is not interested in any of these topics, they will hardly be a qualified lead for your company.
After a certain period of time (usually between 2 and 3 days), it is time for leads who did not open the first email to receive a second email.
In this email, choose a subject line with much more emotional appeal and try to make it clear what the person loses by choosing to no longer receive your emails. Also, take the opportunity to insist again that the person tells you about the best email address that they use every day.
Send the third email to those leads who did not open emails 1 and 2. In it, inform them that you are excluding the contact from your lead base .