Reengage Your Cold Leads with Email Marketing
Have some of your leads gone cold? Reconnect using these tips!
Nobody likes to see their email leads go cold, but sometimes it happens despite our best efforts. The trick is not to give up hope, especially when there is no reason to do so. There are many strategies to reignite your dormant prospects. We’ll dig into a few of them here.
Why leads go silent
It’s important to note that leads are not static. At the end of the day, leads simply represent people, and people are always changing. Seen through this lens, it becomes clear why a lead that was once active could suddenly go dark. Agencies must continually assess their leads and adjust their approach to avoid this.
Leads can go dormant for reasons that either have to do with the business or with the customer. We will begin on the business side. When putting together your outreach campaigns, problems can arise if:
- Your content is no longer relevant to your audience.
- The message’s quality is perceived as poor and includes:
- Grammatical or spelling mistakes
- Delivery or presentation problems
- Timing issues
- Larger structural issues like lack of brand trust or awareness.
Then there is the customer side of things, which may include:
- Budgetary constraints
- Changing goals
- Staff turnover
- Inaccurate data
- A competitor offering a more compelling value proposition
Reconnect with your leads
To begin rebuilding a connection with your leads, take a strategic approach by reviewing your marketing lists and segmentation strategies. As mentioned, leads often disengage if your content is no longer relevant to their needs, goals and pain points. Determine if your buyer personas are still accurate and that you are actually sending the right content to the right people at the right time.
After that, review your email marketing programs and ask hard questions about whether you are incorporating all the latest best practices. You may want to consider developing personalized content for future messages. Ensure you emphasize value for the reader. And don’t forget to double check that your copy is optimized for mobile!
Reengagement campaigns
Agencies can also go one step further by creating a reengagement campaign. These campaigns involve sending a series of emails or phone calls (or both) that de-emphasize hard sells and prioritize educational and helpful content. Over time, reengagement campaigns show cold leads that your agency is a trusted, go-to resource that is equally committed to solving their problems as it is to making money.
Keep the momentum!
Once you start to see engagement again, it’s important not to stop. Stay consistent with your messaging. Consider using a content calendar if it’s helpful. Whatever you do, keep a watchful eye on your email analytics. Staying vigilant is the best strategy for adjusting in real time and ensuring your audience stays engaged and happy.
Final thoughts
Sometimes in marketing, it can feel like you are taking one step forward and two steps back, especially when a lead goes quiet. Yet marketing is often a pendulum rather than a straight line. Anytime leads go cold, it can feel like a major setback. But with some thoughtful course correction, your results can soon start swinging in the right direction.
Tags: digital marketing, email marketing, marketing strategy, sales