Leverage Email to Retarget Old Leads

We’ve all done it. You’re looking to make a big purchase and you don’t want to waste your money. So you start to research the options online, weighing the different features, considering the pros and cons. And then you shut down all the searches and walk away to think it over.

If we do this when we’re shopping for something as simple as electronics or clothing, how much more so when we’re making an important business purchase? Your warm leads are no different. They’ve surfed the web, browsed your website, and now they’ve stepped back to think through their options. 

Don’t let those potential customers get away. Now is the time for email retargeting. According to AdRoll, retargeting emails average 60% open rates and 15% conversion rates. Here are a few steps to get you started.

Use your CRM

They filled out your contact form, so you know their interested. They even checked a couple of boxes and viewed several pages. Use that information to segment your contacts by interest.

Make it personal

Include information specific to the products or services they’re interested in. Call out specific pain points that this solution addresses. Then give them contact information for the member of your sales team best suited to help in that category. 

Be persistent, not pushy

If you don’t get a response to your first email, don’t accept that as a “No.” It could mean they’re still thinking or need more info. Send another casual email that reminds of your offerings, but be careful not to bombard them. Sending emails every day will only encourage them to turn you down.

Bottom Line

Email retargeting can be a highly effective way to warm up those leads that have gone cold or reconnect past clients you haven’t heard from in a while. With so many leads in your CRM, don’t let any of them go to waste. You may not convert all of them, but even converting 5-10% into sales through retargeting can greatly impact your overall revenue.