Police departments in many major cities have dedicated units that focus on “cold cases.” These felony crimes remain unsolved due to an evidence trail that’s dried up or nonexistent. Cold case teams use different approaches and new technology to discover previously unseen clues that can lead to resolution.
How do you respond when email subscribers apparently lose interest in your telecom, IT or cloud message? Don’t assume these prospects are lost forever. Reignite your cold cases with these effective ways to restore engagement with your target audience.
Where Did the Trail Go Cold?
Exactly where in the sales process did your subscribers fall off? Maybe they got as far as creating an order, only to abandon it. Perhaps they spend a lot of time browsing, but never make it to the actual buying stage.
- Marketing automation can be set to send alerts when contacts fail to engage over a specified period of time. Classify these users based on their actions and non-actions so you can target them accordingly.
- If prospects began an order but stopped short of clicking on “Complete Purchase,” neutralize their objections by addressing perceived weaknesses of your product or service. This is one of the times when customer feedback becomes invaluable.
- If prospects browse but don’t buy, you need to nudge them further along the sales cycle. Send emails featuring mid-stage content such as testimonials to personalize your message and break down any possible barriers to a buying decision.
- When prospects are simply not opening your email, adjust the timing and frequency of your mailing. You can also use a win-back email campaign with special offers or contests.
Plant “Clues” in Unexpected Places
With all the content available online, users often develop an internal filter against ubiquitous ad campaigns. Grabbing their attention can simply be a matter of new context rather than new content.
Social media marketing makes it easy to target your ad placement to related user-generated content. As prospects become more acquainted with your brand, they’re more likely to open your email.
Set Unsubscribers to “Simmer”
When prospects unsubscribe, don’t consider it a dead end. Build a list with their online user IDs to fuel a CRM retargeting program. Marketing automation can sync to various platforms and post targeted display ads that keep your brand in front of your prospects, maintaining brand awareness until they are ready to buy.
Do you need skilled reinforcements to join your cold case squad? We can help you build a cutting-edge email program for your telecom, IT, or cloud company using tools like marketing automation, newsletters, and stand-alone campaigns. Contact Mojo today to learn more about turning up the heat on your content marketing strategies.