Multi-Channel Lead Nurturing Campaign for Back-to-School User Re
Marcel Lupei
Objective: To reactivate lapsed high-tier parent users for the Back-to-School (BTS) season using a combination of Facebook Lead Ads, WhatsApp messaging, and email marketing, offering escalating discounts to encourage multiple orders.
Strategy Overview:
Target lapsed high-tier parent users with Facebook Lead Ads
Implement a WhatsApp follow-up system for lead nurturing
Integrate leads into our CRM for segmented, multi-wave email and WhatsApp campaigns
Offer escalating discounts (15, 25, 35 AED) spread across three sequential orders
Continuously update user segments based on order behavior
Implementation Plan:
Phase 1: Campaign Setup (Week 1-2)
Define target audience: High-tier parent users inactive for [X] months
Set up Facebook Lead Ad campaign:
Create compelling ad creative highlighting BTS offers
Design lead form to capture essential information
Integrate Facebook Lead Ads with WhatsApp Business API
Set up WhatsApp Business account for automated responses
Develop CRM integration to automatically import and segment leads
Phase 2: Initial Outreach (Week 3)
Launch Facebook Lead Ad campaign
Implement immediate WhatsApp follow-up for new leads:
Send welcome message with initial 15 AED discount offer
Provide easy link to place first order
Import leads into CRM and tag as "BTS Campaign - Wave 1"
Phase 3: Multi-Wave Nurturing (Weeks 4-7) Wave 1 (Week 4):
Send email reminder about 15 AED discount
Follow up with WhatsApp message for non-responders after 48 hours
Wave 2 (Week 5):
Identify users who placed first order
Send email and WhatsApp message with 25 AED discount for second order
For non-purchasers, send reminder about initial 15 AED offer
Wave 3 (Week 6):
Target users who placed second order with 35 AED discount for third order
For single-purchase users, remind about 25 AED second-order discount
Send final reminder to non-purchasers about initial offer
Wave 4 (Week 7):
Send final "last chance" email and WhatsApp message to all non-responders
Offer bundle deal combining all three discounts for a larger single purchase
Phase 4: Analysis and Optimization (Week 8)
Analyze campaign performance metrics:
Lead generation rate
WhatsApp open and response rates
Email open and click-through rates
Conversion rates for each offer
Overall customer reactivation rate
Calculate ROI considering discount amounts and customer lifetime value
Identify most effective message types and timings
Prepare comprehensive report with insights and recommendations for future campaigns
Key Performance Indicators (KPIs):
Number of leads generated
WhatsApp message open and response rates
Email open and click-through rates
Conversion rate for each discount offer
Total number of reactivated users
Average order value
Customer retention rate post-campaign
Technology Stack:
Facebook Ads Manager
WhatsApp Business API
CRM system (e.g., Salesforce, HubSpot)
Email marketing platform (e.g., Mailchimp, SendGrid)
Analytics tools (e.g., Google Analytics, Facebook Pixel)
This campaign demonstrates advanced skills in:
Multi-channel marketing integration
CRM segmentation and management
Automated lead nurturing
Performance analysis and optimization
Strategic discount structuring
Personalized messaging at scale
By implementing this sophisticated, multi-touch campaign, we effectively reactivated lapsed users, driving significant revenue for the Back-to-School season while providing valuable insights for future retention strategies.
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Posted Oct 6, 2024
Leveraging Facebook Lead Ads, WhatsApp, and email marketing, we orchestrated a multi-wave, personalized reactivation campaign for lapsed high-tier parents, offe
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