How To Re-Engage & Close Old Leads

Have you ever found yourself with a large database of highly qualified prospects and still felt like something was missing? Engaging old leads and new prospective customers is critical to the success of any marketing strategy.

Re-engaging those customers who have already made a purchase can be challenging, but working with old leads and lost ones can be discouraging when it comes to sales. While timing and products play a factor in why some customers don’t engage initially, there are strategies you can use to bring them back into your sales funnel without losing new prospects.

This blog post will offer practical ways to reconnect with old clients and tips on reaching out to customers again through targeted campaigns that bring the desired results.

Why Do Companies Prefer to Re-Engage Already-Purchased Leads?

Efficient sales strategies depend upon a constant flow of quality leads; without them, the consumer base dwindles. As such, lead generation can be an incredibly time-consuming and often futile process, which means many businesses lose out on potential customers.

Nonetheless, reducing these losses and optimising the marketing and sales process is feasible. For example, understanding why some business prospects fall through the cracks enables businesses to create strategies for reviving old sales leads, salvaging lost opportunities, and nurturing those newly found leads back into existence.

Many marketers are left in the dark when sales leads go quiet because they have no idea what could have happened. Did sales leads find a better deal elsewhere? Are their business needs no longer in line with your services or products? Whatever it is, the key to successful relationship building is keeping on top of inquiries and ensuring no quality leads slip through the cracks.

When you hear crickets in your pipeline, consider that a lead’s lack of response may indicate something other than disinterest. Brands often lose due to prospects’ realisation they no longer need the vendor’s help or when their business priorities change. Moreover, some leads may keep silent out of fear that further contact may result in excessive pressure to make a purchase.

Let’s delve into the key reasons leads go silent.

Source: Gartner

Most marketers believe it is not worth re-engaging, and if their business could come up with better ways to generate leads and introduce proper lead management software, there wouldn’t be a problem.

➥ The Myth: A business needs more leads to make sure no lead goes silent.

➥ The Reality: A business must nurture its organic and purchased leads efficiently.

That may be somewhat true for some businesses, but the myth still stands, which makes brands feel that either they let their old leads grow cold, or they lose sales leads due to their quality. Actually, the very first reasons for such behaviour are mostly a lack of lead nurturing and communication, which have to be addressed.

How To Reconnect With Old Leads

About 59% of consumers think that winning their business relies on personalisation and the use of past interactions to provide tailored engagement. When a lead has gone cold, those same conventional communication methods simply don’t work. The business needs to look a little deeper to find out why old and purchased leads have gone silent and develop a multichannel re-engagement plan that targets each of these issues directly.

Let’s consider a few tips for warming old leads. Here are several of the best practices: 

1. Recapture their attention without being cornered by your prospects. 
2. Determine if the interests or needs of your lead have changed. 
3. Give value and build urgency. 
4. Study previous call recordings, conversations, comments, and notes in the marketing automation software and CRM. 
5. Identify the best channels for reconnecting with old customers and inactive purchased leads.
6. Launch lead nurturing campaigns and work with lead data.
7. Capitalise on the benefits of personalisation by offering “freebies” such as valuable content, E-books, invitations to webinars, etc.
8. Ensure an early conversion, such as a re-subscription, email CTR, or app download.
9. If you’re in the B2B business, be transparent and provide ballpark figures or indicative prices.

 

How to Follow Up on Old Leads

An essential part of the sales process is following up on old leads, and it’s important to review the demographics or objectives of your ideal client before beginning to warm up old leads. This way, you’ll see that only qualified leads are re-engaging.

You can save your time by focusing on prospective buyers who need what you are offering. Once you identify whom to reconnect with, the next step is finding an effective method of reconnecting.

Re-engagement campaigns are worth their weight in gold when it comes to re-engaging lost and old leads, optimising email marketing efforts, and maximising ROI. They help you increase engagement while reducing the churn rate for making more effective decisions, such as keeping your CRM clean. Segment and scrub your lists regularly through effective re-engagement campaigns to make sure your list is up-to-date with engaged customers and quality prospects.

 

Marketers face other issues regarding re-engaging bought and old leads besides reviving a dead email list. The following are some of the best ways in which businesses re-engage prospects:

1. Tap Into Lead History to Maintain the Conversation Going

Reconnecting with old or passive leads can sometimes be overwhelming. However, following a few simple tips when reaching out to these potential customers and inactive sales leads will ensure your conversation won’t be intimidating.

Remember the following when reaching out to old and inactive leads: 

• Be confident while on the call
• Have a clear purpose for calling or emailing
• Focus on conversation rather than just selling alone

When re-engaging or warming up old leads, reviewing the lead’s history might be good because it will likely give helpful context about what topics to discuss.

2. Analyse & Identify Trigger Events

If you want to scale customer interactions and optimise sales opportunities, trigger events are what you need. With an automated workflow, small companies identify the instance when their prospects have a need, small or large, that they can satisfy before anyone else does.

In this regard, timing is everything: reaching out too early may prevent the results from ever coming; waiting too long until competitors act puts you behind them on your prospect’s priority list.

 

Possible trigger events include opportunities and recognitions, both professional and personal. Noting notable achievements can be a good means for businesses desiring to develop relationships with their clients or prospects.

These personal touches, such as congratulations regarding a recent promotion posted through social media or a congratulations note regarding a new press release or product that the B2B company contacts have introduced, help to grease the wheels for further engagement.

3. Run Retargeting Campaigns 

The key to marketing one’s service or product is engagement. It won’t be enough even if the prospect hears about your business several times. The ability to learn about what is being offered is needed. Retargeting ads is one way to grant old leads and potential clients who already know and trust your brand more exposure; this connects them through social media platforms, newsletters, and special offers so that interested parties will most likely move forward in their informed purchase decisions.

 

Retargeting works as a method of improving overall brand awareness, engaging old leads and leads that have already been sold. The regular exposure of sales leads to promotional materials, which makes these leads more familiar with the brand and, thus, ultimately loyal. Businesses can grow visibility while reaching the target audience across demographics by strategically placing retargeting ads.

4. Make a Re-Engagement Strategy That Matches the Buyer’s Journey

In a crowded marketplace, buyers have the luxury of researching multiple businesses before making an educated choice. They tend to investigate, on average, four to five potential options before deciding and to explore more than just the surface level. Most customers narrow their choices drastically as they approach their final purchase decision during the consideration and decision phases, which leaves numerous competitors in limbo.

As leads move from interested prospects to ghosted drop-outs, it’s time for businesses to ensure effectiveness in their re-engagement strategy with these “cold” old leads and drive them back toward conversion success. Each stage, therefore, needs to be attuned to the lead’s journey.

5. Re-Engage Stale Old Leads in Your Pipeline

Keeping your list of stale sales leads updated and specific to buyers is a perfect way to optimise how you reach out to them through targeted email campaigns. For instance, you may stir their curiosity by asking the contacts whether they have changed the scope of what they want in a product or service. You’ll be one step closer to getting them on track to making that purchase.

6. Automate Your Follow-ups and Experiment With Timing

Timing could be everything when it comes to effective follow-up on leads. Automation of email and call campaigns can help your business pitch the right message to the right people at the right time. Your chances of receiving a response from old leads and attaining the intended result might be greatly enhanced by doing that.

Moreover, by trying different timing and automating your follow-ups, you can save time and energy while making sure all of your contacts get timely messages that meet their needs. Using marketing automation solutions and tools, you can track who has responded to which message and when to adjust or recalibrate your strategies for maximum success.

Whether it is lead, email, call, or click management, Phonexa has you covered. Lead generators, affiliate networks, and brands equipped with Phonexa’s flagship products, LMS Sync and Call Logic, can leverage an AI-enhanced lead and call management system for effective scoring, tracking, and distribution.

 

When dealing with a constant stream of leads, some will be declined. That means companies need more than just effective lead distribution or an opportunity to buy and sell leads with the help of Phonexa’s dynamic bidding feature.

 

Get Phonexa’s performance marketing software suite at a single price (online price calculator):

 

Build your plan now, or book a demo to learn more about Phonexa.

Things to Consider Before Reaching Out to Old Clients With an Email Template

Email can be a powerful marketing and sales ally, helping one foster good relationships with stale, cold, and old leads. It is never too late to establish a connection with old clients. Upon reconnecting, you could generate profitable business opportunities and keep your existing customer base informed about product and service updates.

The right sales leads and prospects- those clients who have previously connected with your brand- are targeted by the re-engagement campaigns of savvy marketers. In other words, old leads should be treated as individual cases and considered worth revisiting.

To ensure maximum engagement, always focus your outreach efforts on sales leads that have shown interest over a longer period. For instance, old leads who made several purchases or opened emails multiple times in the past half a year are usually very good candidates for outbound call and email campaigns.

How to Customise the Email Template

Consistent branding can transform email campaigns into an enjoyable experience for subscribers, encouraging them to remain engaged. Brands risk losing new and old leads through unimpressive content that fails to capitalise on potential opportunities. Every interaction should maximise customer engagement rather than disappoint with random designs or messages.

Email templates offer an extraordinary opportunity to weave your brand narrative directly into the design. Integrating your logo and colours across company products and services creates an inviting and unified experience that leaves subscribers with a memorable impression each time.

Changing email templates can be challenging, as a new design is untested with your audience. Professional templates provide excellent starting points but require thorough experimentation to discover the most effective approach for your business. Patience and a detail-oriented approach will help you develop an effective communication strategy with old leads and customers that truly represent your brand.

Here’s what you can do before making changes:

Conduct a Survey

Engage your dead leads with a survey tailored especially for them. Prepare survey questions that show your old leads what they are missing out on, and give a two-week timeline for the results’ delivery. Make sure that the messages that go through the initial survey and follow-up emails are personalised.

Launch Nurturing and Re-engagement Campaigns

The first step in re-engaging old leads is using nurturing emails. Entice the old leads with relevant content, such as free webinars or tutorials, without a direct effort at a sale. Compared to sending a sales pitch, this will increase the likelihood that they will pay attention and make their way down your sales funnel.

Create Several Reconnecting With Old Clients Email Samples

Maximise the effectiveness of your email campaigns by selecting a tailored variation for each segmented audience. Show new prospects and old leads with feature-focused mindsets how you differentiate yourself from competitors and demonstrate to those needing comparison why your product is the better one.

Here are examples of a reconnect email sample, social media, and voicemail messages that will help drum up your business from Gartner:

Source: Gartner

Stock up a library of quality templates that keep your content fresh and in style. That will give you the power to be creative, making it easier to show off an awesome digital presence and giving you more control over how re-engagement emails look.

Example: Letter to Reconnect With Old Clients

Let’s say you work in the home services industry and have old leads and clients you want to reconnect with. Consider reconnecting with old clients using these email templates for inspiration to help create personalised messages and continue the conversation:

Example #1. Introducing new prices, packages, or products

Source: Jobber

Example #2. Informing about discounts and referral programs

Source: Jobber

Example #3. Update on new services

Source: Jobber

How to Re-Engage Old Leads With Free Valuable Content

Since 84% of buyers said salespeople push too hard, engaging with them step-by-step is better. Just try to send a catching “feeler.” That will raise the curiosity of your old lead and thus give the perfect opportunity for effective conversation.

To reinvigorate old leads, try offering lighthearted enticements such as virtual events and contests with prizes. In addition, you can invite customers to buy your product again by providing them with exclusive free merchandise they can’t find anywhere else.

Here are a few examples:

• Webinars and tutorials
• E-books
• Quizzes
• Checklist
• Guides
• Discounts on essential products
• Free trials

Valuable resource distribution to target customers and old leads develops mutual trust. You won’t just prove to them that you want the best for them, but it could also coax old leads into coming your way once more.

Visualise When and How to Re-Engage Old Leads

The most intelligent way to grow without breaking the bank is through the re-engagement of older leads. You can start unlocking growth opportunities by deepening customer relationships using existing contacts. What you need is an effective strategy. Investing time in reviving old connections could be the key to achieving enduring success.

Get more done quickly with Phonexa: track real-time performance, capture all the essential lead data, measure deliverability, and communicate with lost and old leads using various email templates.

Get Phonexa’s performance marketing software suite at a single price (online price calculator):

 

Build your plan now, or book a demo to learn more about Phonexa.

Frequently Asked Questions

What is lead generation?

Lead generation is an important process of discovering and connecting with potential customers. It forms the very foundation of effective customer relationship building, as it ushers in the very beginning of a buyer’s journey, wherein one gets to know about your brand or service offering.

Lead generation is a powerful method of driving sales and selling products. By capturing visitor contact information online, businesses can interact with leads that result in tangible purchases further down the line.

This technique, in particular, is used for expensive items by B2B companies, as it’s obvious that visitors usually don’t commit immediately; instead of immediate buy-in, providers build prospects with email marketing campaigns until they’re ready to be contacted directly by any of their team members.

Lead generation is also a must-have strategy for e-commerce companies, which helps them capture very important lead data and continue nurturing them through email marketing.

What emails can effectively revive old leads?

These are known as win-back emails, which allow companies to restart the conversation and re-engage with subscribers who have become inactive. By considering why customers chose your brand, crafting an effective win-back message can be effortless and help make sure those old leads convert into customers and stick around for years.

What is a sample letter to reconnect with clients?

One can successfully design a workable email marketing campaign using a sample letter for reconnecting with old clients. This way, companies can develop meaningful relationships with clients by showing them that they are in tune with the lead’s needs and reinforcing their commitment to ensuring long-term loyalty.

Marketers often use reconnecting email samples for inspiration while crafting and optimising their email marketing content to effectively run a re-engagement campaign.

What are customised solutions to reconnect with old clients?

It takes a special touch to revive cold relationships with clients, providing a second chance for those who had once dismissed your offer. Using the right strategy, custom solutions, and finesse, companies can create new opportunities from lost, already-purchased, or old leads.Such marketing automation solutions as Phonexa’s LMS Sync, Call Logic, and E-Delivery are easily customisable to fit the needs and business objectives of companies operating in various industries: insurance, finance, affiliate marketing, legal, and home services.