Most businesses still have as their main objective generating sales opportunities , right? So much so that, generally, the Marketing and Sales departments direct a large part of their energy to this work.
However, what many forget is that a fundamental step for this important mission to be fulfilled is to build a solid relationship with customers and prospects .
When it comes to Digital Marketing strategies, australia phone number resource such as email marketing and automation, it is only possible to build a relationship with the audience if there is good management of the lead base .
In this process, re-engaging leads with communication rules is the main way to generate good results.
Want to learn more about lead re-engagement , how to define a disengaged lead and the importance of baseline re-engagement? Just sit back and enjoy reading!
What is lead re-engagement ?
Re-engagement campaigns, also called reactivation campaigns , are email sequences sent to subscribers who have disengaged, that is, to leads who have not opened your emails in a while.
A re-engagement campaign aims to regain the interest of inactive leads , so that they return to consuming your content and your engagement rates improve.
How to define a disengaged lead ?
There are several definitions for a disengaged lead if we are speaking in general terms. A lead can disengage during a sales process, after a hand is raised, or when converting on an e-book and not accessing the email with the material.
In other words, disengaged leads are those who have not interacted with the company's content .
Why do leads become disengaged?
Since in this case we are talking about base disengagement, we are dealing with leads that are disengaged with email marketing campaigns and new conversions.
For example, companies that use RD Station for Inbound Marketing projects can adopt the tool's criteria to identify disengaged leads , called Behavior Score . However, Behavior Score does not consider conversions made by leads .
The Behavior Score assigns a “disengaged” status to leads who have not opened or clicked on any emails in the last 145 days .
However, if a new lead does not interact (open/click on an email) after receiving your third campaign, they are considered disengaged. This is regardless of how long they have been in your database.