We know that generating new leads is cost-intensive. eCommerce businesses spend a fortune to attract new prospects to their products and services.
In a recent blog by popupsmart.com, we can view the cost per lead that a company incurs when they target their audience through different channels.
What we do not consider or talk about is the goldmine of existing leads in our database. There are people who have engaged with your platform earlier but have not taken any further steps.
Every business has customers or prospects who have not been active in a while. The reason can be anything from a wrong sales pitch to a simple unpreparedness for purchase.
Well, a dormant lead is not a lost chance all the time. You can always try to reactivate the dormant leads. It’s just a knock on their door to wake up the sleeping business opportunity.
There are multiple ways of restarting the conversation with your lost leads but it is better to chalk out a suitable strategy before you move ahead.
At this point, CRM is the wonder tool. The dynamics of CRM and eCommerce help you pull out the dormant leads from inactivity to conversion.
Let’s see how.
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How does CRM give a new lease of life to your dormant leads?
Before re-engaging dormant customers, it is crucial to define what “dormant” means for your eCommerce business. Are you in a business with a long sales cycle? Then the prospect that appears dormant is probably still in the decision-making phase.
Consider factors such as purchase history, frequency, and recency in your CRM database to create a clear definition of dormancy. This will ensure consistency in reporting and analytics, and you can make informed decisions based on accurate data.
The next step is to look into the reason why a prospect dropped out of your sales funnel.
Was your sales process too pushy? Or too laid back to keep the customer’s interest alive? It can be a lack of clarity about the product or the service or some internal issues at the customer’s end.
We can access all these details through the customer profile in your CRM data.
Now you can move ahead with the following strategies to reactivate your dormant leads-
Organization and Segmentation of Data
To trace the relevant information regarding your inactive prospects, start with clearing the data mess in your CRM. Organized CRM data helps you use the filters more effectively to search for the existence and details of dormant leads.
Once this data is retrieved, move on to the segmentation of this list based on the buyer personas and fitment for lead nurturing. Not every lead is worth the effort.
Reengage Dormant Customers
We can divide the dormant leads into two broad categories:
- engaged with your content- blog, eBook, etc.
- browsed about a product or service and discovered your website.
Both sets of prospects were interested but were pulled off your product due to a reason. Do not consider these leads as lost and plan a reconnect with them.
The first approach is to manually contact them, although this can be time-consuming and inefficient in the grand scheme of things. For a more effective follow-up, utilizing your CRM is key.
By diligently inputting new customer data into your CRM system, you can leverage automated marketing tools to send personalized messages to each distracted lead.
Let’s say someone became a contact one month ago; they filled out a form to access your gated content that demonstrated genuine interest in your service – but then they vanished without a trace.
Well, if your CRM tool houses complete and organized data, you have the ability to set up an automated email that will be sent after a certain period of time as a reminder for these individuals. It could be just what they need to return to your website if their interest is truly genuine.
You can also leverage retargeting cookies to advertise on web pages that dormant customers visit or connect through social media platforms. Offering exclusive incentives and deals can also entice dormant customers to return and make a purchase.
Personalize Marketing Efforts
A personalized sales approach is a common and important practice in the eCommerce industry. CRM software enables businesses to deliver highly targeted and personalized marketing campaigns.
Leverage the customer data stored in your CRM system to understand customer preferences, purchase histories, and behaviors. Tailor marketing messages and offers based on this information, ensuring that customers receive relevant and engaging content that resonates with their needs and interests.
Consider including them in company announcements along with a personalized message. Perhaps recent changes within the company or product have enabled you to address a problem that was previously unsolvable. Exclusive access offers and special deals can also reignite their excitement to work with you once more.
Optimize Customer Service
CRM software plays a vital role in optimizing customer service processes for eCommerce businesses. Use the case management capabilities of your CRM system to track and resolve customer inquiries efficiently.
Implement self-service options such as knowledge bases and FAQs to empower customers to find answers to common questions on their own.
Exceptional customer service can move leads to the top of the funnel.
The Right CRM Software
You can manage the dormant lead identification and tracking only if you have the right tool in place. So, a few words about choosing the right CRM software.
When choosing CRM software for your eCommerce business, consider factors such as scalability, integration capabilities, and ease of use. Look for CRM solutions specifically designed for eCommerce, as they often offer industry-specific features and integrations with popular eCommerce platforms.
Also, consider the level of customer support and training provided by the CRM vendor to ensure a smooth implementation and ongoing support.
In the dynamic world of eCommerce, CRM software has become an indispensable tool for businesses aiming to thrive and succeed. By leveraging the power of CRM, eCommerce businesses can enhance customer service, streamline business processes, drive targeted marketing campaigns, and improve sales performance.
With the right CRM software in place, businesses can unlock the full potential of their customer data and build lasting relationships with their customers.
A dormant lead was probably just a few steps away from closure. All you need is to identify it and nurture it the right way.
VARStreet offers CRM software for VARs to store, manage, and track their customer data. It acts as the customer information hub for the sales teams to find the details about your customers and prospects and act accordingly.