Guide to Building a Successful Re-engagement Campaign
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Have your customers disengaged? Learn the steps and tactics to building a re-engagement campaign to win them back.
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Guide to Building a Successful Re-engagement Campaign
- 1. #NYCHUG
- 2. Welcome to NYC HUG Q3 Meetup
- 4. 4 Hubspot User Groups • HUGs consist of HubSpot customers, non-customers, marketing professionals, that meet in person to learn about inbound marketing best practices and the HubSpot software. • Call for all speakers - nychug.com/speak • Goal is to host quarterly meetups in 2017 • Members expect to learn marketing tips, tools, and tricks to start, improve, or expand upon their inbound marketing efforts. • We will have HubSpot employees at HUGs to share HubSpot tips and news to keep the group up to date.
- 5. 5 Tonight’s Agenda Guide to Building a Successful Re-engagement Campaign by David Snyder, SmartAcre HubSpot Portal Tune-ups by Flora Wang, HubSpot Recap Inbound 2017 by Beth Kern, SmartAcre
- 6. Guide to Building a Successful Re-engagement Campaign
- 7. Dave Snyder VP, Account Services @getsmartacre @dbspeed linkedin.com/in/davidbsnyder HubSpot Gold Agency Partner Been using marketing & sales tech for 10+ years Likes cars, doesn’t like to run
- 8. 8 54% of marketers say increasing engagement rate is their top email marketing priority. #nychugSource: https://www.hubspot.com/marketing-statistics
- 9. Goals for re-engagement campaigns
- 12. Source: Old Navy
- 15. Setting Goals to Improve 1. Identify dormant contacts 2. Determine their interest in receiving email communication 3. Better segment leads into personas 4. Push leads further in the sales cycle and accelerate time to conversation 5. Improve or benchmark your open rate 6. Improve or benchmark click-through rate 7. Get MQLs
- 16. 16 Did you know that the average email list loses 25% of its active contacts every year? #nychughttps://academy.hubspot.com/projects/customer-projects-email-reengagement-campaign
- 18. Before You Start • Clean the data with list cleaning before you start • Make sure you exclude current customers • Remove other key prospects such as opportunities • Also exclude key form fills like demos
- 19. 19 64% of people prefer rich text emails. #nychugSource: https://www.hubspot.com/marketing-statistics
- 20. How we do it, steps for success
- 21. Step By Step Step 1: Identify your inactive contacts Step 2: Build a list of inactive contacts Step 3: Select an email re-engagement type Step 4: Pick an email template Step 5: Create your email and save it for automation Step 6: Build and activate your workflow Step 7: Set yourself up for future success
- 22. A/B Test
- 23. 23 Email subject lines that include the words "thank you" have the highest above-average engagement levels. #nychugSource: https://www.hubspot.com/marketing-statistics
- 24. Results getsmartacre.com 24 Results 42 Contacts moved down sales funnel 9 Opportunities influenced 1 Direct proposal request 235 Contacts purged 8,661 Total contacts enrolled *NeverBounce was used to scrub send list to remove emails with very high bounce rates To immediately do more with HubSpot and the existing lead database, SmartAcre launched a re-engagement campaign in March 2017. The goal of the nurture program was to get existing leads (excluding customers and opportunities) to re-engage with Nexus by viewing a piece of content. This enabled us to understand database quality, remove inactive contacts, and “shake up” anyone who might still be interested in making a purchase.
- 26. 26 Thanks, our gift to you. Download a copy of our Re-Engagement Campaign Planning Checklist: http://bit.ly/re-engage-checklist Questions?
- 27. #NYCHUG