Sometimes, even your hottest leads suddenly disappear.
A few follow up emails are greeted by silence, and that lead is relegated to the bin of lost leads. While this may not be entirely unexpected—since the average email list loses 22.5% of active contacts every year—it's certainly not ideal.
However, just because a lead has gone cold doesn't mean they're gone forever! More often than not, there are myriad desert roses just waiting for a little TLC to help them bloom in even the most crowded “lost leads collection.”
Consider how Tom Sather, director of email research at Return Path, has demonstrated that 75% of re-engaged email leads will open a second or subsequent re-engagement message within 90 days. This means that even if someone doesn't read your first attempt at re-engagement, a bit of persistence can pay off. Like writer Lester Cole says, “If a flower is to be beautiful, it must be cultivated.” Nurturing a garden takes persistence, and re-engaging with old leads is no different.
To reconnect with your lost leads and show them how much you miss them, you've first got to figure out why you lost touch in the first place.