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7 Ways to Re-Engage Contacts through Email Marketing

As it turns out, marketing to dormant contacts is possible and can dramatically boost your conversion rates when you follow these seven (7) easy steps.

The first step in any successful re-engagement strategy is clear: you need to identify all of your inactive contacts. This process follows the steps below:

Next, you need to build a comprehensive list of all the contacts that qualify as inactive by the metrics you’ve identified in the previous step. Use an organizing tool to streamline this list and render it understandable for anyone who might need to use it in the future.

Also, be sure to use “rolling age” logic to capture each inactive contact who passes the established cutoff age and becomes formally dormant. Otherwise, your list won’t account for customers and prospects that become dormant after you create and run your re-engagement workflow.

Once your list is in place, it’s time to choose an effective email re-engagement type. If your inactive contact list is segmented by buyer persona or other criteria, you can certainly use more than one email type. After all, personalized emails are a great way to appeal to prospects.

The most effective re-engagement emails use preset templates with a proven aesthetic and crisp, clear action cues that draw the contact to complete the desired action. Choose the template that best fits your needs.

Keep in mind that different re-engagement emails are likely to demand different template styles, so there’s no need to put all your eggs in a single template’s basket.

Next, it’s time to build and activate your workflow. Set up the workflow(s) according to the type of email you are sending and what would naturally follow next. If you have any questions about this process, we’re happy to help.

Once your workflow is automated, put the finishing touches on your re-engagement operation by setting clear parameters for each campaign such as email frequency, content type, subject matter and more.

If you haven’t already, take the time to segment your recipients by buyer persona. As time allows, consider developing future re-engagement emails to appeal to personas on a more granular level.

These seven easy steps will help guide you through the initial process of re-engaging dormant contacts, some of whom you probably never expected to come back into your company’s fold. Email marketing tactics like these have proven tremendously effective at uncovering new leads in unexpected places without needlessly diminishing ROI or adding to marketing costs.

Scott Lambert is the President and Co-Founder of Xcellimark, an award-winning digital marketing agency that focuses on growing their clients business through an inbound marketing approach that includes custom web design and integrated search engine optimization, social media, email and content marketing solutions. The… View full profile ›

This article originally appeared on Xcellimark Blog and has been republished with permission.Find out how to syndicate your content with Business 2 Community.

Choose a starting metric that helps determine the age of each contact. This could be the date on which they became a contact or the date on which they first converted, became a customer or even received their first email. Your choice of metric will determine which contacts you focus on in the later stages of the re-engagement process.

According to HubSpot, the average email marketing list loses 25 percent of its contacts every year. For many businesses, that rate of decay is simply unacceptable.

According to HubSpot, the average email marketing list loses 25 percent of its contacts every year. For many businesses, that rate of decay is simply unacceptable.

According to HubSpot, the average email marketing list loses 25 percent of its contacts every year. For many businesses, that rate of decay is simply unacceptable.

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