CRM: The re-engagement email that won over $350k ARR
Project Info
Date
06 March 2019
Category
Workflows
Client
HSI
Project
CRM
Goal:
HSI, a tech company specialising in the EHSQ industry, wanted to leverage its volume of contacts sitting in its database to open new selling opportunities.
Problem:
The direct sales team were manually managing all their prospect, client and opportunity communications. This means that best practice sales operations were not locked into a CRM – and the strategies adopted by each sales person were unique and often not followed consistently.
Solution:
Leverage CRM automation to trigger tailored communications designed to:
- Convert leads
- Support pipeline conversion
- Support pipeline velocity
- Re-engage lost opportunities
- Increase net retention to +100%
In this article, I will focus on one of those activities; Re-engage lost opportunities.
Result:
Within the first 18 months of implementing a triggered workflow to re-engage lost opportunities, HSI had closed 4 opportunities totalling over $350,000 in annual recurring revenue.
How Did I Do It?
Here’s the approach I used for HSI.
Step 1: Design and Build the Workflow
This workflow is designed to save the sales rep from needing to schedule and send a re-engagement email themselves. While not a part of this project, marketing can also trigger digital display campaigns to compliment the email.
- Trigger based on opportunity pipeline stage
- Branch workflow based on reason the prospect did not buy
- 'Listen' for contact interactions to change if and when to send the email
Step 2: Carefully Craft The Messaging
There is a science behind engaging people and sparking a response, and that is crucial to the success of this CRM initiative. The messaging has to be tailored to the individual, including the reason why they did not proceed in the initial engagement, ie – bad timing, went with competitor, etc.
- Email must come from the individual, and appear like a traditional (non-marketing) email
- Use three word email title that sparks intrigue
- Use fast, to the point but inquisitive language
- No more than a few sentences in length
Step 3: Measure Success Using A Campaign Dashboard
I’ve said it a number of times – what can be measured can be improved. By systemising this process you can run A/B tests and constantly improve the impact this campaign has on revenue.
- Track ARR won from this campaign source
- A/B testing to continuously improve timing and messaging
- Test impact of layering multi channel marketing alongside the email
