Follow Your Leads – Re-engaging Non-active Leads

  • March 29, 2017 /

Part 4 of a 4 part series on Lead Following Campaigns

Everybody has people on their lists who stop responding.  They don’t click any links, they don’t opt-in to any more forms, and they don’t even open your emails after 3 months, 6 months, and even a year. These are sometimes called List Zombies. They take up space on your list and give you nothing in return.  They cost you, because you pay for your autoresponder service, and the more people on your list, the higher the monthly fee.

If they’ve taken no action in quite some time, you should reach out to them with a special acknowledgement or something amazingly eye-catching, to inspire action from them again. You don’t want the relationship to die if you can fan the flame up on it and re-engage them, after all, at one point, they wanted to have a relationship with you.

Why should you try to re-engage non-active leads?

These people joined your list because as some point they were interested in you.  It’s a known fact that it’s much easier and cost effective to have someone who likes you buy more from you than to get someone who doesn’t know you to buy from you.  It’s worth the effort to try to get these people re-interested in what you have to offer them, both for free or for purchase.

How can you try to re-engage them?

You can try to re-engage them by sending them very personal, emotional emails. Here are a few lines of some re-engagement emails I’ve seen (do not swipe them – write your own):

Subject Header: Is this your best email address?

I’m reaching out to you because it’s been over 90 days since you’ve opened one of my emails, and I’m starting to think you’ve moved on. (Please, say it isn’t so!)

But wait … MAYBE you just weren’t too sure when you first subscribed to my mailing list, so you gave me that OTHER email address… yeah, you know what I’m talking about. That one you only give to stores, because you only check it once a month.

The good news is you’re here with me right now, reading this email, so can I ask you a favor?

Take a quick moment to update your contact info so I have your best and most current email address … you know, the one you ACTUALLY check every day.

–> Click Here To Update Or Confirm Your Contact Information

It’ll just take a second, and I’ll feel SO much better when I know you’re back.

– Signature

Subject Header: Did I do something wrong?

I don’t know what happened. I don’t know what I did wrong.

It’s been a while. I don’t know if it’s me, or did something happen in your life that made you go away?

I’m writing to you because it’s been six months since you’ve opened one of my emails. (Yes, I notice when you leave me. And when you don’t open an email for that long, it worries me.)

If it’s something I did (or didn’t do), I just want to fix it. After all, I built my business specifically for you. You joined my mail list to be fed insight, “real talk,” and inspiration.

But you’re not engaging, and I don’t know why.

Have you ever had a friend just disappear? If you have, did it make you worry that you did something wrong? Or that something bad might have happened?

My intention – always – is to serve you and provide you with the tools to get on a proven path to success.

That’s why I’m sending you a few videos today … to remind you of my intentions, and to inspire you to engage with me again.

Enjoy them – I’ve chosen them carefully, to feed you.

– Signature

These are just examples to illustrate my point, but be sure to write your own re-engagement emails in your own voice.

What else can you do with non-active leads?

There are a few additional strategic moves you can make with non-active leads.

— You can export them and import them to another email service, such as mail chimp, so that you can delete them off of your more expensive autoresponder service, and proceed to mail to them maybe once a quarter, with a great offer and an eye-opening subject line, to try to get them back onto your active list again by giving them something free to opt-in for.

— With this exported list, you can make a targeted Facebook Audience to run Facebook Ads to.  If they weren’t responding to your emails, maybe they weren’t seeing them, and maybe they’ll respond to your Facebook ads.

— You could also import this list into Linkedin to try paid ads in Linkedin to them.

— You could possibly import them to your gmail contacts, especially if you know who they are, so you can send more personal emails to them if you like.

So even if you have a few hundred (or even several thousand) people who have taken no action for a very long time, there are strategies you can do to either win them back into engaging with you again, or try to reach them in other ways such as paid ads that are targeted to them.  But please, don’t just leave them on your main list indefinitely.  Keep your list clean with as many active, engaging people as you can, and prune the rest.

If you don’t have a system that can do the things mentioned automatically for you, reach out to me here and let me know. I can help set this up for you.

Check out my other blog posts in this series:

Part 1: Follow Your Leads For Their Lifetime
Part 2: New Lead Campaign
Part 3: Tracking Lead Action

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