How to Create an Automated Customer Re-engagement Workflow in Keap Using Dynamic Inactivity Tags
In the dynamic world of customer relationship management, maintaining an active and engaged client base is paramount. However, even the most loyal customers can become inactive over time, slipping through the cracks if not proactively re-engaged. This guide will walk you through setting up a powerful, automated customer re-engagement workflow in Keap using dynamic inactivity tags. By identifying and nurturing dormant contacts, you can reactivate valuable relationships, reduce churn, and drive sustained business growth without manual oversight. This strategy leverages Keap’s robust automation capabilities to ensure no customer is left behind, turning potential losses into renewed opportunities.
Step 1: Define Your Re-engagement Criteria and Goals
Before building any automation, you must clearly define what “inactivity” means for your business and what you aim to achieve with re-engagement. Consider metrics like last purchase date, last email opened, last website visit, or last login. For instance, an e-commerce business might consider a customer inactive after 90 days without a purchase, while a service provider might use 180 days without a service booking. Establish specific, measurable, achievable, relevant, and time-bound (SMART) goals. Are you aiming to drive them back to a specific product, offer a consultation, or simply update their preferences? Clarity here will guide every subsequent step in your Keap workflow, ensuring your efforts are targeted and effective.
Step 2: Set Up Dynamic Inactivity Tags in Keap
Keap’s dynamic tags are the engine of this re-engagement strategy. Navigate to your Keap application and set up tags that automatically apply or remove based on contact activity. For example, create a tag like “Inactive: 90 Days No Purchase.” Configure this tag to apply to contacts who haven’t made a purchase within the last 90 days and to be removed if they do. You can base these rules on various contact fields, custom fields, or campaign interactions. These dynamic tags provide a continuously updated segment of your audience, ensuring your re-engagement efforts target precisely those who needs attention. This automated segmentation frees your team from the manual burden of list maintenance and ensures your data is always current.
Step 3: Design Your Re-engagement Campaign Sequence
With your criteria defined and dynamic tags in place, it’s time to craft the content and flow of your re-engagement campaign. This sequence should be designed to provide value and encourage a specific action. Start with a soft “we miss you” message, perhaps offering an exclusive piece of content or a small discount. If there’s no response after a set period, escalate to a more direct offer or a feedback request. The final email in the sequence might offer a clear choice to remain on your list or be removed, respecting their preferences. Remember to personalize the messages as much as possible, referencing past interactions or preferences to make the communication feel relevant and genuine, increasing the likelihood of a positive response.
Step 4: Build the Automation Trigger and Sequence in Keap
Access Keap’s Campaign Builder to construct your workflow. Your campaign should be triggered when a contact receives the “Inactive” tag you created in Step 2. The sequence will then begin: an initial email, a waiting period (e.g., 7 days), then a follow-up email. Crucially, build in decision diamonds or goals that remove the “Inactive” tag and pull the contact out of the re-engagement sequence if they take the desired action (e.g., click a link, make a purchase, or fill out a form). This ensures contacts who re-engage aren’t unnecessarily bombarded with further re-engagement messages, making your automation intelligent and highly responsive to customer behavior. This is where Keap’s power prevents missed opportunities and maintains a positive customer experience.
Step 5: Implement A/B Testing and Personalization
To maximize the effectiveness of your re-engagement workflow, continually test and refine your approach. Use A/B testing within Keap to experiment with different subject lines, email body content, calls-to-action, and even send times. A small change can lead to significant improvements in open rates, click-through rates, and ultimately, re-engagement. Furthermore, leverage Keap’s segmentation capabilities to personalize your messages. Instead of a generic “we miss you,” tailor the offer based on their past purchase history or browsing behavior. A personalized approach makes contacts feel valued and understood, dramatically increasing the chances of them returning to an active status. This iterative refinement is key to long-term success and sustained customer lifetime value.
Step 6: Monitor, Analyze, and Optimize Performance
The success of your re-engagement campaign isn’t set-and-forget; it requires continuous monitoring and analysis. Regularly review your campaign’s performance metrics within Keap, such as open rates, click-through rates, conversion rates, and the number of contacts successfully re-engaged versus those who remain inactive or opt-out. Pay attention to which parts of your sequence are performing best and identify any bottlenecks. Use these insights to make data-driven adjustments to your messaging, offers, and timing. Optimization might involve tweaking your inactivity criteria, refining your tag application rules, or even revamping your entire campaign flow. This proactive approach ensures your workflow remains effective and delivers consistent ROI over time, continually improving your customer retention efforts.
If you would like to read more, we recommend this article: Automated Keap Backups: Your Shield Against Data Loss and Dynamic Tag Disasters
