5 WAYS TO REACTIVATE 80% OF YOUR OLD LEADS

Transcription

1 5 WAYS TO REACTIVATE 80% OF YOUR OLD LEADS

2 Today s Presenters Alex Kombos SVP of Marketing & Growth akombos@bridgeline.com LinkedIn: akombos Amanda Nadhir VP of Customer Success anadhir@bridgeline.com LinkedIn: anadhir

3 5 WAYS TO REACTIVATE 80% OF YOUR OLD LEADS» Bridgeline Introduction» Cause Deliverability Human Behavior agenda» Steps Identifying Inactives Testing Content Long Term Planning Opting Out Executing The Plan

4 79% of business messages make it to the inbox (ReturnPath benchmark Report)

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6 GETTING TO THE INBOX

7 Inactives are about human behavior not deliverability.

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9 WHY DO LEADS & SUBSCRIBERS BECOME INACTIVE Changed interests Expectations not set appropriately Too many s Job change Irrelevant content Too busy Changed address

10 WHY DO LEADS & SUBSCRIBERS BECOME INACTIVE WHERE DO WE START?

11 WHY DO YOU NEED REACTIVATION CAMPAIGNS Who want s to hear from you Who doesn't want to hear from you Clean List

12 WHY DO YOU NEED REACTIVATION CAMPAIGNS Who want s to hear from you ACQUISITION COST > RETENTION COST? Who doesn't want to hear from you Clean List

13 WHY DO YOU NEED REACTIVATION CAMPAIGNS Who want s to hear from you BENEFITS? Who doesn't want to hear from you Clean List

14 Maximize ROI Increase Engagement Improve Deliverability

15 Maximize ROI Increase Engagement Improve Deliverability

16 Maximize ROI Increase Engagement Improve Deliverability

17 Deliverability= Total s delivered/ total s sent

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19 Content

20 Content Service Provider

21 Content Service Provider Sender Domain

22 Be Aware Old, inactive addresses are more likely to: Hard bounce Inactive Lower your sender score decrease the ROI marketing campaigns

23 ISOLATE INACTIVES

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28 TEST CONTENT & LANGUAGE

29 TEST CONENT Tone and writing voice Special offer s Access to exclusive content New content, videos, cheat sheets, or products Links to opt-out or update preferences Make it easy for them to come back Use segmentation for increased effectiveness

30 TEST SUBJECT LINES We miss you and we want you to see what s new We have a confession and an offer you won t want to miss We hate spam, too. Let us know if you want to stay on our list.

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36 Performs poorly (as expected) 5.8% Open rate 1.8% click through rate 1-2 orders per fiscal quarter Non-responders are removed

37 PLAN LONG TERM

38 THE LONG TERM PLAY Cadence 1 Cadence 2 Cadence 3 remove add

39 THE LONG TERM PLAY Cadence 1 Series Length: 3 s Key Message: It's been a while Cadence: Bi-weekly Cadence 2 Series Length: 3 s Key Message: We miss you Cadence: once per month Cadence 3 Series Length: 3 s Key Message: we hate goodbyes Cadence: once per quarter

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42 GIVE SUBSCRIBERS A WAY OUT

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48 TRACK & MEASURE THE RIGHT GOALS

49 EXECUTING A PLAN GOALS IMPLEMENT MEASURE

50 ESTABLISH GOALS How many people do you want to re-engage? How many addresses do you want to scrub out? increase deliverability, metrics, revenue, etc.?

51 IMPLEMENTATION

52 MEASURE

53 Conclusion Identify these inactive, sleepy, subscribers, leads, users Test subjects, content, offers Set a long term plan of engagement not a one off Give your subscribers a way out and unsubscribe Set the right goals and measure

54 Choosing the right Tools

55 The full customer journey, managed in one place, with one tool.

56 Marketers use our tools to build sites, stores, workflows, at scale without engineering support. Our customers build empowering experiences that unlock new levels of engagement & growth with their customer experience HOW WE DO IT Attract, Engage, Nurture & Convert Build attractive web sites & stores Target website visitors and send them relevant content & offers Execute entire marketing campaigns repeatedly & automated

57 MARKETING WEB PLATFORM COMMERCE SOCIAL FRANCHISE Lead capture Search Optimize Catalog Schedule Local sites Personalize Fresh Content Shopping cart Publish Central branding Nurture Mobile Shipping Monitor Share content

58 BETTER Functionality: Born from CMS vs CRM Customer Experience: Unified experience across all channels Scalability: Enterprise grade features WHY FASTER Zero Integrations: Automation + CMS + Commerce Fast Go-to-Market: Rapid, pre-built interfaces Day to Day Efficiency : Flexible modules to Publish Automate - Sell COST EFFICIENT Financial Benefit: Better, Faster and Technology is cheaper Improving Efficiencies: Zero or minimal redundant systems & costs Opportunity Cost: Current Solution vs. your Competition

59 Was this helpful? Need suggestions on how to achieve similar results? SEE WHAT ALL THE FUSS IS ABOUT Unbound Marketing Automation Amanda Nadhir Bridgeline CMS & Commerce Hannah Eads powering digital experiences