Every business faces the challenge of dormant contacts—individuals who were once engaged but have since gone quiet. Retargeting these dormant contacts is not just about reigniting interest; it's about leveraging existing connections to maximize your ROI. In this guide, we’ll explore the strategies, tools, and best practices for bringing your dormant contacts back to life.
Why Retarget Dormant Contacts?
Maximizing ROI: Acquiring new contacts is costly. Retargeting dormant contacts offers a cost-effective way to boost engagement.
Leveraging Existing Relationships: These individuals are already familiar with your brand, making them easier to re-engage.
Improving Data Accuracy: Engaging dormant contacts can help you update your contact list, keeping it clean and relevant.
How to Identify Dormant Contacts
Before you can re-engage, you need to identify who is dormant. Here’s how:
Analyze Interaction History: Look for contacts who haven’t opened emails, visited your website, or interacted on social media in a specified timeframe.
Segment by Inactivity: Create a segment in your CRM for contacts who haven’t engaged in the last 6–12 months.
Feedback from Analytics Tools: Use tools like Google Analytics, email marketing platforms, or CRM analytics to pinpoint inactivity patterns.
Effective Strategies for Retargeting Dormant Contacts
1. Reintroduce Yourself with a Warm Email
Subject Line Matters: Use curiosity-driven or empathetic subject lines like “We Miss You!” or “Is This Goodbye?”
Content Tips: Highlight what’s new or exciting about your brand since they last engaged.
2. Offer an Exclusive Incentive
Use discounts, freebies, or special content as a hook.
Example: “Here’s 20% Off—Just for You!” or “Exclusive Access to Our Latest Guide.”
3. Personalized Recommendations
Leverage past behavior to offer tailored content, products, or services.
Example: “We thought you’d love these recommendations based on your last purchase!”
4. Conduct a Quick Survey
Ask why they’ve been less active and what you can improve.
Example: “We’d love your feedback—what can we do better?”
5. Social Media Engagement
Retarget dormant contacts with personalized ads on platforms like Facebook or Instagram.
Use eye-catching visuals and concise messaging to grab attention.
6. Re-Engagement Campaigns
Create a multi-touch email series designed to reconnect dormant contacts.
Example:
Email 1: “We Miss You!”
Email 2: “Here’s What You’ve Missed…”
Email 3: “Exclusive Offer Inside!”
7. Remind Them of Their Value
Showcase how their engagement has impacted your brand or community.
Example: “Your opinion matters! Help us shape the future of [your product/service].”
Best Practices for Retargeting Dormant Contacts
Don’t Overwhelm: Space out communication to avoid overwhelming your audience.
A/B Test Strategies: Experiment with subject lines, content types, and offers to determine what works best.
Be Honest: Acknowledge their inactivity without guilt-tripping.
Respect Privacy: If contacts remain unresponsive, allow them to unsubscribe gracefully.
Tools to Help Retarget Dormant Contacts
CRM Software: Platforms like HubSpot or Salesforce for audience segmentation and analytics.
Email Marketing Tools: NeoDeliver for creating re-engagement campaigns.
Social Media Ads: Facebook Ads Manager for custom audience retargeting.
Survey Platforms: Typeform or Google Forms for collecting feedback.
When to Let Go
Sometimes, despite your best efforts, contacts remain unresponsive. Here’s when it’s time to let go:
After multiple attempts with no engagement over several months.
When contacts opt out of further communication.
If their data is outdated or irrelevant to your current goals.
Cleaning up your contact list ensures you focus on quality over quantity, leading to better engagement rates and healthier audience management.
Conclusion
Retargeting dormant contacts is a blend of art and science. By understanding their needs, using personalized strategies, and leveraging the right tools, you can reignite the spark and turn inactivity into opportunity. Remember, even if some contacts remain dormant, every effort you make contributes to a stronger, more engaged audience.
FAQs
1. What is the best time to send re-engagement emails?
The best time is typically midweek (Tuesday to Thursday) during late mornings or early afternoons.
2. How often should I attempt to re-engage dormant contacts?
Limit attempts to 2–3 within a 3-month period to avoid appearing intrusive.
3. Can automation help in retargeting?
Yes, marketing automation tools streamline re-engagement campaigns, saving time and effort.
4. How do I measure success in retargeting efforts?
Track metrics like open rates, click-through rates, and conversions from re-engagement campaigns.
5. Is it okay to delete dormant contacts?
Yes, if they remain inactive after multiple re-engagement attempts or request removal, it’s best to clean your list.
