Optimising lead reactivation: key strategies and metrics

In this Contact Center Hub article we tell you how Walmeric technology can optimise lead reactivation through personalised strategies.

The concept of «lead reactivation» is likely to resonate with most organisations, as they all seek to extend the lifespan of potential leads interested in the product or service they offer. This strategy, also known as lead nurturing, is a vital strategy for contacting users with whom we have interacted, but for various reasons have not become customers.

«According to Marketo, companies with effective lead reactivation strategies generate 50% more sales qualified leads at a 33% lower cost».

A clear example of this would be a case where you have 10,000 leads who have already been offered the product/service and were unsuccessful, but now you want to contact them again. This is where the key questions to apply an optimal lead reactivation strategy come into play, which are the following: Which channel should be used (bearing in mind that the first one used was not effective on these leads), in which time slot are they more likely to respond, is there a new offer that could be more attractive than the previous one, is there any new offer that could be more attractive than the previous one, is there any new channel that could be more attractive than the previous one?

Now, the company or brand must also have basic characteristics to be able to reactivate these users, among which are: lead qualification system, these will be measured through a lead scoring process, in which different criteria will be taken into account to assign a score to the lead, effective and bidirectional communication and online presence.

With all the above points clarified, it is fair to refer to the effectiveness KPIs that can be established for lead reactivation campaigns:

• Percentage of leads contacted: this KPI tells us how many of our leads we have managed to contact again through our nurturing campaigns.
• Percentage of interest in new creative/information sent: this is a key indicator to understand if relevant and engaging content is being provided.
• Retargeting effectiveness: this is the final metric that tells us if tangible results are being generated.

But how are reactivation strategies done at Walmeric? We have a model that allows us to cross different contact channels within the same strategy. For example, you can send a text message and then only call those who showed interest in the message. This allows you to maximise the impact of your actions, optimise resources and highlight the importance of omnichannel marketing.

That’s why by properly implementing our market-leading technologies you will be able to properly segment, personalise and track your leads to significantly improve both conversion rates and customer loyalty.

Are you ready to optimise your lead reactivation strategy and take your business to the next level?