When was the last time you reached out to accounts with previous opportunities? Doing so can be a great way to drum up new business. By kicking off a re-engagement campaign with personalized messages and offers, you can remind different audience segments of what you offer and how you can help them.
Prospects may have paused their communication with you for reasons that don’t have anything to do with how they view your company. Instead of writing them off as missed opportunities, reach out again.
Amber Anderson, the founder and CEO of Tote + Pears, says staying in touch can be an efficient strategy for driving revenue. In this issue of PromoPro Daily, we highlight Anderson’s thoughts on why you should get in front of clients with whom you’ve lost touch.
- It costs less. You’ll spend more gaining a new client than retaining an existing one. Because this segment is familiar with your brand, you can invest more in converting them into customers rather than on education and awareness like you would if they were at the top of the sales funnel, Anderson says.
- The sales cycles are shorter. Re-engagement campaigns also naturally decrease the length of the sales cycle, Anderson says, allowing your business to drive revenue faster. She mentions a time one of her clients needed to bring in revenue quickly. Anderson recommended and implemented a re-engagement campaign that targeted previous clients and warm leads. They got remarkable results. According to Anderson, her client bounced back by exceeding their quarterly revenue goals.
- You get great insights. What you learn from a re-engagement campaign can help you move your company forward. Anderson says that when you reconnect with past customers and leads, you have an opportunity to understand better why you were unable to convert in the first place. Maybe you didn’t clearly communicate your offerings. Or maybe your messaging just missed the mark. Reaching out to different segments can shed some light on why they haven’t engaged with your company in a while.
It’s worth it to try to rekindle past connections. If a prospect made it into your pipeline in the past, there’s a good chance they’re still qualified. You also have an existing business relationship with them, so they know you. Reconnecting can help you re-establish meaningful relationships that can generate new business.
Compiled by Audrey Sellers
Source: Amber Anderson is the founder and CEO of Tote + Pears, an insight and brand studio.