Have your customers disengaged? Learn the steps and tactics to building a re-engagement campaign to win them back.

1. #NYCHUG

2. Welcome to NYC HUG
Q3 Meetup

3. Michael Carroll
President
@getsmartacre
@nychug
nychug@getsmartacre.com

4. 4
Hubspot User Groups
• HUGs consist of HubSpot customers, non-customers, marketing
professionals, that meet in person to learn about inbound
marketing best practices and the HubSpot software.
• Call for all speakers - nychug.com/speak
• Goal is to host quarterly meetups in 2017
• Members expect to learn marketing tips, tools, and tricks to start,
improve, or expand upon their inbound marketing efforts.
• We will have HubSpot employees at HUGs to share HubSpot tips
and news to keep the group up to date.

5. 5
Tonight’s Agenda
Guide to Building a Successful
Re-engagement Campaign
by David Snyder, SmartAcre
HubSpot Portal Tune-ups
by Flora Wang, HubSpot
Recap Inbound 2017
by Beth Kern, SmartAcre

6. Guide to Building a Successful
Re-engagement Campaign

7. Dave Snyder
VP, Account Services
@getsmartacre
@dbspeed
linkedin.com/in/davidbsnyder
HubSpot Gold Agency Partner
Been using marketing & sales tech for 10+ years
Likes cars, doesn’t like to run

8. 8
54% of marketers say increasing
engagement rate is their top email
marketing priority.
#nychugSource: https://www.hubspot.com/marketing-statistics

9. Goals for re-engagement campaigns

10. Source: emarketer

12. Source: Old Navy

15. Setting Goals to Improve
1. Identify dormant contacts
2. Determine their interest in receiving email
communication
3. Better segment leads into personas
4. Push leads further in the sales cycle and
accelerate time to conversation
5. Improve or benchmark your open rate
6. Improve or benchmark click-through rate
7. Get MQLs

16. 16
Did you know that the average email
list loses 25% of its active contacts
every year?
#nychughttps://academy.hubspot.com/projects/customer-projects-email-reengagement-campaign

17. Database cleansing.

18. Before You Start
• Clean the data with list cleaning before you start
• Make sure you exclude current customers
• Remove other key prospects such as opportunities
• Also exclude key form fills like demos

19. 19
64% of people prefer rich text emails.
#nychugSource: https://www.hubspot.com/marketing-statistics

20. How we do it, steps for success

21. Step By Step
Step 1: Identify your inactive contacts
Step 2: Build a list of inactive contacts
Step 3: Select an email re-engagement type
Step 4: Pick an email template
Step 5: Create your email and save it for automation
Step 6: Build and activate your workflow
Step 7: Set yourself up for future success

22. A/B Test

23. 23
Email subject lines that include the
words "thank you" have the highest
above-average engagement levels.
#nychugSource: https://www.hubspot.com/marketing-statistics

24. Results
getsmartacre.com
24
Results
42
Contacts
moved down
sales funnel
9
Opportunities
influenced
1
Direct
proposal
request
235
Contacts
purged
8,661
Total
contacts
enrolled
*NeverBounce was used to scrub send list to remove emails with very high bounce rates
To immediately do more with HubSpot and the existing lead
database, SmartAcre launched a re-engagement campaign in March
2017.
The goal of the nurture program was to get existing leads (excluding
customers and opportunities) to re-engage with Nexus by viewing a
piece of content. This enabled us to understand database quality,
remove inactive contacts, and “shake up” anyone who might still be
interested in making a purchase.

26. 26
Thanks, our gift to you.
Download a copy of our
Re-Engagement Campaign
Planning Checklist:
http://bit.ly/re-engage-checklist
Questions?

27. #NYCHUG