Why Creativity Matters in B2B Marketing
Being a B2B brand does not give you a license to bore. Even if you’re working in an industry p... Read MoreCategory: B2B Marketing
Old lead lists. Are they a blessing or a curse? How are you going to engage with the people on the list without resorting to the dreaded cold call? Video can help get past customers and old prospects interested in your services again. Customers who haven’t purchased in a while could still be fair game if you send them the right message. Similarly, not all prospects convert (if they did, they wouldn’t be called prospects!), but that doesn’t mean your relationship with them has to be over just because they didn’t buy the first time you connected. Using a well crafted explainer video, brands can re-engage with these individuals and experience a good success rate.
Video can effectively get old leads interested again
According to a study by Marketo and ClearFit cited by Vidyard, ClearFit used a video email message to contact customers that had previously made purchases as well as leads that didn’t end up buying. Using a quick email, ClearFit demonstrated the newest attributes of its platforms to get subscribers interested again. When the company targeted these consumers with an email, conversion rates increased significantly. Those who received the email converted 0.29 percent of the time, while those who actually watched the entire video converted more than 6 percent of the time – an increase of more than 2,000 percent!
There’s other reasons to engage with old prospects. According to data from HubSpot, email lists tend to diminish over time. People unsubscribe and change providers, among other things. A re-engagement campaign can help you reel in your less active subscribers, like those who receive your emails but don’t open or click on the links inside. That means this email should ideally target that group specifically. As the website points out, you don’t want to be wasting resources on contacts that are no longer active. These campaigns can allow you to weed out the email addresses that may no longer be in use.
Here’s how to launch a re-engagement campaign with video:
With a carefully crafted video message, it’s likely you’ll be able to re-engage prospects you previously thought to be lost causes. If not, you’ve successfully identified which email addresses you can delete from your database.
Please keep in mind that comments are moderated and
rel="nofollow" is in use. So, please do not use a spammy keyword or a domain as your name, or it will be deleted. Let us have a personal and meaningful conversation instead.