- The cost of acquiring new contacts is significantly higher than re-engaging existing ones. By reactivating dormant contacts, you can make the best of your ROI.
- A clean and engaged database ensures that your email campaigns reach the right interested people, improving your overall email performance metrics such as open rates and click-through rates.
- Maintaining a healthy email list helps protect your sender reputation, which is vital for ensuring that your emails land in the inbox rather than the spam folder.
A segmentation that works for your database could be a game-changer for successful marketing campaigns. In HubSpot, segmentation allows you to categorize your contacts based on various criteria such as demographics, behavior, and engagement levels. Segmentation helps you understand your audience better, allowing you to deliver more personalized and relevant content.
This not only enhances the user experience but also boosts your marketing ROI. So by identifying who in your contacts is not interested and not engaging, it allows you to clean your database and personalize your campaigns.
Techniques for Identifying Inactive Contacts
Inactive contacts in your HubSpot database aren't just taking up space; they're also costing you money and skewing your marketing efforts. When contacts become inactive, they can clutter your database, making it harder to manage and analyze your active leads.
Moreover, HubSpot’s pricing model charges based on the number of contacts in your database. Having a large number of inactive contacts can push you into higher pricing tiers, incurring unnecessary costs.
You can use various techniques to identify inactive contacts in
Hubspot, such as tracking email engagement rates, monitoring website activity, and analyzing historical data.
- Create segments (lists): based on their last engagement. You can also choose from a variety of database properties, from basic information like interactions and emails to more complex metrics like form submissions and event attendance.
- Lead Scoring: lead scoring and predictive lead scoring to help qualify leads into different segments. You're able to give points to the actions and characteristics that have more valuable for your business, and this helps you prioritize leads that are more likely to convert, optimizing your marketing efforts.
One effective method is to create lists of contacts based on their last engagement. For instance, you can create a list of contacts who haven't opened an email or visited your website in the past six months.
These lists can then be used to target re-engagement campaigns or to clean up your database by removing or reclassifying inactive contacts.
How to Re-engage Inactive Contacts
Once you’ve identified your inactive contacts, the next step is to craft targeted reactivation campaigns. These campaigns should be personalized to address the specific reasons why a contact may have become inactive.
For example, if a contact has shown interest in a particular product or service in the past, your reactivation email could offer a special discount or a free trial related to that product.
The goal is to trigger some kind of response, whether it’s scheduling a meeting, starting a free trial, or simply clicking on a link in the email. A well-crafted reactivation campaign can reignite interest and turn an inactive contact into an engaged lead.
Nurture workflow to re-engage inactive contacts.
Remember to monitor the results of these campaigns closely, adjusting your strategy as needed based on the responses you receive.
Re-engagement is not a one-size-fits-all process. Here are some strategies to consider:
- Personalized Emails: Use personalization tokens and smart content to make the recipient feel special. Tailor your messages to their past behaviors and interests.
- Incentives and Offers: Provide exclusive discounts, free trials, or other incentives to encourage engagement.
- Nurturing Workflows: Set up automated workflows that deliver a series of relevant content pieces over time, guiding the contact towards re-engagement.
- A/B Testing: Experiment with different subject lines, email content, and offers to see what resonates best with your audience.
- Sales Outreach: Sometimes, a personal touch can make all the difference. Have your sales team follow up with high-value contacts who haven't responded to email campaigns.
Combining these strategies helps create a comprehensive re-engagement plan that maximizes your chances of success. Aligning marketing and sales strategies fosters a cohesive and effective approach to managing your HubSpot database, ensuring it remains active and engaged.
Through smart segmentation, tools like
Thalox, and targeted reactivation campaigns, you can identify inactive contacts and take meaningful actions to re-engage or remove them. Strengthening collaboration between marketing and sales leads to a unified strategy that drives stronger results and unlocks the full potential of your HubSpot database, allowing engagement rates to improve.