Fortunately, there’s hope for businesses in search of a cost-effective way to re-engage contacts with email marketing.
Identify all of your inactive contacts. This process follows the steps below:
Choose a starting metric that helps determine the age of each contact. This could be the date on which they became a contact or the date on which they first converted, became a customer or even received their first email. Your choice of metric will determine which contacts you focus on in the later stages of the re-engagement process.
Determine the average length of your company’s buying cycle. This is typically the period between first contact and closing.
Determine how long a contact must be inactive to be formally considered inactive or dormant.
Determine how you’ll track inactivity. Usually this requires specific action tracking such as email opens or clicks.