Processes & Templates

The Re-engagement Campaign Playbook for Founders with Small Teams

September 3, 2021

Re-engagement campaigns can be a powerful tool for founders with small teams to increase sales and revenue. However, running an effective re-engagement campaign can be a daunting task, especially if you don't have a clear process in place. In this playbook, we'll guide you through a step-by-step process for diagnosing your sales and lead generation process, optimizing your CRM, mining data, executing outreach campaigns, setting up automations, and reporting on your progress.

Step 1: Diagnostic Phase

The first step in running an effective re-engagement campaign is to diagnose your sales and lead generation process. This involves understanding your offering, how it helps your customers, and if the results are measurable. You should also determine your revenue and growth goals and the current challenges you're facing to reach them.

Next, you should evaluate the flow of your sales activities, including where you're generating leads from, how you're capturing and updating lead information in your CRM, and your typical process from lead to contract sign off and client kickoff. If you're not using a CRM, you should evaluate how you're keeping track of leads and consider transcribing them into an excel document.

Step 2: CRM Optimization

Once you have a clear understanding of your sales and lead generation process, you should evaluate your CRM needs. If you're not using a CRM, you should consider implementing one to better manage your leads and automate your sales process. If you're already using a CRM, you should determine what CRM you're using, how you're updating contacts and leads, and what intelligence is available for your pipeline.

You should also evaluate if your website tracking and any other marketing or tech tools are connected to your CRM. If not, consider connecting them to streamline your sales process. Finally, consider using tools that can integrate with your CRM to automatically update leads if they change company or position.

Step 3: Campaign Evaluation

After optimizing your CRM, you should evaluate your current and past campaigns to determine their effectiveness. Consider who you're targeting and who you would like to target, the messaging and creatives being used, landing pages being used and website stats, and lead magnets and conversion rates.

Step 4: Data Mining

The next step is to export all your leads in your CRM to a Google spreadsheet with all their details. Go through each lead communication to determine if the correct status is assigned and if the name, company, and LinkedIn URL are accurate. Prepare a dump file of all good emails that can be repurposed for other campaigns.

Copy the leads that are closer to the end of the sales cycle and prioritize this outreach with a personalized approach. Prepare email templates and consider re-engagement strategies. Get email templates approved by clients and use a priority list to strategize the approach that will be used to re-engage those specific contacts.

Step 5: Outreach & Campaigns

This phase is where the rubber meets the road, as the outreach and campaigns are the primary tools used to engage with the leads and start them on the path to becoming active customers.

The first step in the outreach and campaigns phase is to prepare email templates. Each stage/status will have its sequences and email templates designed to move them up the funnel. For example, a lead who has been inactive for six months may require a different approach than a lead who has been inactive for only a few weeks. Each template should be personalized, using the lead's name and any other relevant information to make the email as engaging as possible.

Once the email templates are prepared, they need to be approved by the client. This is an essential step as it ensures that the client is comfortable with the messaging and that it aligns with their brand and tone.

The next step is to use the priority list to strategize the approach that will be used to re-engage those specific contacts. The mode will be to use email+LinkedIn+Twitter if appropriate. This will be a personalized approach, meaning that each outreach will be tailored to the individual lead, with the aim of making the message as relevant and engaging as possible.

For non-priority lists, each lead should be categorized by status and enrolled in the required sequences. This ensures that no leads fall through the cracks and that each lead is given the attention it deserves. is an excellent tool that can be used to connect email and LinkedIn outreaches together. It can be used to schedule messages, personalize outreach, and manage responses, all in one place.

Once the outreach and campaigns are underway, it is essential to ensure that tracking is set up to monitor opens and clicks. This allows you to see which emails are resonating with the leads and adjust the messaging accordingly.

It is also crucial to answer any responses within 15 minutes. This ensures that the lead knows that you are engaged and interested in their business. Checking stats every 24 hours for each sequence is also vital, as this will allow you to see if there has been a drop in opens, clicks, and responses. If there has been a drop, it may be necessary to adjust the messaging or the approach to re-engage the leads.

Some other checks that can be performed include:

  • How many times has the email been opened? If it has been opened more than four times, it may be time to initiate a warm call.
  • How many links have been clicked? If more than three, it may indicate that the email is being sent around. In this case, it may be time to initiate a warm call.
  • Has the lead visited the website in the past 24 hours? If yes, it may be time to initiate a warm call.

If there are no significant changes in the stats, it may be time to visit the lead's social media profile, like and comment on posts made, and continue to monitor their activity within the sequence. If the lead responds positively, it is essential to make appropriate changes to the lead's status based on the response.

Overall, the outreach and campaigns phase is a critical step in the re-engagement process. It is where the leads are engaged, and the process of moving them up the funnel begins. By using personalized outreach and tracking the responses, it is possible to re-engage leads and turn them into active customers.

Step 6: Automations

Setup inactive activity trigger of 6 months for enrollments and create drip campaigns for each segment. Set up enrollment and automation to ensure leads are always being followed up with.

Re-engagement campaigns can be a great way to revitalize a stagnant sales pipeline and re-engage leads that have fallen off the radar. However, it takes a strategic approach and a solid process to execute them successfully. By following the steps outlined in this playbook, founders with small teams can effectively plan, execute, and automate re-engagement campaigns that yield results.

It's important to remember that every client is different, so while this process provides a general framework, it's essential to be flexible and adapt it to each client's specific needs and circumstances. Also, tracking and reporting are crucial to assess the effectiveness of the campaigns and make adjustments as needed.

Re-engagement campaigns can be a powerful tool for growing your business, and with the right process and approach, you can turn lost leads into loyal customers.

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