Lost leads reactivation email¶
In Odoo, lost leads are removed from the active CRM pipeline, but can still be targeted with the Email Marketing application for strategic campaign purposes, such as lost leads reactivation.
อีเมลการเปิดใช้งานข้อมูลลูกค้าที่หายไปจะตรวจสอบลูกค้าที่หายไปในช่วงระยะเวลาที่กำหนด และใช้ตัวกรองที่กำหนดเองและเหตุผลที่สูญเสียไปเพื่อแยกลูกค้าที่ไม่ต้องการออกจากรายชื่อส่งจดหมาย
Once a lost leads reactivation email is complete, it can be sent as is, modified and sent to different groups for A/B testing, or saved as a template for later.
Example
A warehouse has leftover merchandise from a limited run of items from last year. To help clear out the excess inventory, the warehouse manager creates a lost leads email to reach out to old opportunities that were lost, and inform them that the limited merchandise is back in stock.
The warehouse manager uses the following filters for a lost leads email:
Blacklist is
not set
Created on >=
01/01/2024 00:00:01
Stage is not in
New
,Qualified
, orWon
Lost Reason is in
Not enough stock
and either Active is
set
ornot set
Tip
As filters are added and removed, pay attention to the # record(s) value below the filtering section. This value indicates the total number of records that match the current criteria.
To view a list of all matching records, click the # record(s) text.
Minimum requirements¶
In order to create and deliver a lost leads reactivation email campaign, the CRM and Email Marketing applications must be installed and configured.
Here are the minimum necessary filters that pertain to a lost leads reactivation mailing campaign:
The Recipients field must be set to the Lead/Opportunity model.
A Blacklist filter to exclude unsubscribed recipients.
สร้างบน เพื่อกำหนดเป้าหมายลูกค้าเป้าหมายที่สูญหายไปในช่วงระยะเวลาที่ระบุ
Stage filter(s) to exclude leads that were already won, or are still active in new stages of the sales pipeline (i.e. New, Qualified, etc.). These values will be different per organization; however, it's minimally viable to exclude all the leads in the Won stage.
One or more Lost Reason filters to exclude undesired leads, such as duplicate, spam, or irrelevant records.
A pair of Active filters to target both active and inactive leads.
Add the necessary filters¶
First, navigate to the Mailings page, click the New button in the top-left corner.
app, and on theOn the new Mailings form, enter an appropriate Subject line for the email in the corresponding field. Then, in the Recipients field, choose the Lead/Opportunity model from the drop-down menu.
In the rules section, located beneath the Recipients field, click the modify filter (▶ (triangle pointing right)) icon to expand the filter rules. Leave the default Blacklist rule in place.
สร้างเมื่อ¶
เริ่มต้นโดยคลิก กฎใหม่ ใต้กฎ แบล็คลิสต์ เริ่มต้น จากนั้นคลิกฟิลด์แรกของกฎใหม่ที่ปรากฏขึ้น และเลือกพารามิเตอร์ สร้างบน จากเมนูแบบเลื่อนลง เมื่อตั้งค่าพารามิเตอร์ดังกล่าวแล้ว จะสามารถกำหนดช่วงเวลาที่เจาะจงซึ่งข้อมูลลูกค้าเป้าหมายจะสูญหายได้ (เช่น 30 วันก่อนหน้า 90 วันก่อนหน้า ปีที่แล้ว เป็นต้น)
Then, in the second field, select <= (less than or equal to), >= (greater than or equal to), or is between as a date operator, in order to frame the time selection chosen in the third field.
In the third field, use the calendar popover window to select dates, and click Apply to lock in the time range.
Important
When there is more than one rule applied, make sure the statement at the top of the Recipients filter list reads: Match all of the following rules. If it does not, click on the statement, and select all from the drop-down menu (as opposed to any).
ขั้นตอน¶
Now, add the Stage filter to exclude leads that are in the New, Qualified, and Won stages of the sales pipeline.
Note
This step assumes that the New, Qualified, and Won stages exist in the CRM pipeline; however, stage names may differ from business to business. Refer to the database's actual stage names in the CRM app's pipeline to complete this step, accordingly.
Begin again by clicking New Rule and select Stage from the first field's drop-down menu. In the second field, select the is not in operator, and in the third field, select the New, Qualified and Won stages to define the rule's parameters.
When the rule is added in this way, the logic in the third field renders as OR
(|
)
statements.
Tip
อีกวิธีหนึ่งในการเพิ่มกฎ ขั้นตอน คือการใช้กฎหนึ่งข้อต่อแถวโดยใช้ตัวดำเนินการ ประกอบด้วย หรือ ไม่ประกอบด้วย และพิมพ์อักขระที่กำหนดในแต่ละชื่อขั้นตอนด้วยตนเอง อย่างไรก็ตาม วิธีนี้จะอนุญาตให้เลือกได้ครั้งละหนึ่งรายการเท่านั้น ซึ่งอาจมีประโยชน์ในการเปิด/ปิดตัวกรองในแถบ ค้นหา... อย่างรวดเร็ว
เหตุผลที่ไม่สำเร็จ¶
Next, add one or more Lost Reason rules to exclude leads that should not be targeted for specific lost reasons.
เพื่อดำเนินการ ให้สร้าง กฎใหม่ ใหม่ขึ้นมาอีกครั้ง จากนั้น ในฟิลด์แรกของกฎ ให้เลือก เหตุผลที่ไม่สำเร็จ จากเมนูแบบเลื่อนลง สำหรับตัวดำเนินการ ให้เลือก ไม่ได้อยู่ใน หรือ ไม่มี จากเมนูแบบเลื่อนลง ไม่ว่าจะเลือกแบบใด ให้ใช้ฟิลด์ที่สามเพื่อป้อนเหตุผลที่ไม่สำเร็จ (หรือหลายเหตุผลที่ไม่สำเร็จ ขึ้นอยู่กับตัวเลือกตัวดำเนินการของคุณ) เพื่อรวมไว้ในกฎ
If choosing the does not contain operator, then repeat the preceding steps to add more lost reasons, as needed, where each lost reason occupies one rule row at a time.
For more information, refer to the section below outlining how to select appropriate lost reasons.
เปิดใช้งาน¶
Finally, add a pair of Active filters to include both active and inactive leads for the campaign.
Important
Adding both active and inactive lead records is necessary to capture the full scope of lost leads in the database. Doing one without the other greatly impacts the number of targetable records for the email campaign, and does not include a complete or accurate lost leads audience.
ขั้นแรก คลิกไอคอน (เพิ่มสาขา) บนกฎที่สร้างขึ้นล่าสุด (เช่น เหตุผลที่สูญเสีย) ซึ่งอยู่ตรงกลางของไอคอนสามไอคอนที่อยู่ทางด้านขวาของแถวกฎ การทำเช่นนี้จะเพิ่มคู่ของ กฎใดก็ได้ จากนั้น ในฟิลด์แรกของกฎด้านบนของสาขาที่สร้างขึ้นใหม่ ให้เลือกพารามิเตอร์ :guilabel:`ใช้งานอยู่ จากเมนูแบบเลื่อนลง กฎจะกรอกโดยอัตโนมัติเพื่ออ่าน: ใช้งานอยู่ คือ ตั้งค่า
For the first field of the bottom rule of the branch, select Active from the drop-down
menu again. However, this time, select is not from the operator drop-down menu in the
second field. The rule should then read: Active is not set
.
Add body content¶
Now, with the domain section of the email campaign complete, create the body content of the email using any of the premade stylized templates, or choose between the Plain Text or Start From Scratch options for more granular control. For more information, refer to the Email Marketing documentation on how to create an email.
Tip
To save the set of filters for later use, click Save as Favorite Filter 💾 (floppy
disk), enter a name (such as Lost Leads
), and click Add.
Send or schedule¶
Once all the components of the email campaign are complete, either:
click the purple Send button at the top-left of the form to immediately send the email; or
click the gray Schedule button, located to the right of the Send button, to send the email at a future date and time.
Tip
Consider using A/B Testing to send an alternate version of the email to a percentage of the target leads. This can help determine what subject lines and body content produce the best click-through rates, before sending a final version to the remaining leads.
To do so, open the A/B Tests tab on the mailing form and check the box next to Allow A/B Testing. Then, adjust the parameters as needed, and click Create an Alternative Version.
Select appropriate lost reasons¶
When a lead is marked as lost, Odoo recommends selecting a Lost Reason to indicate why the opportunity did not result in a sale. Doing so keeps the pipeline organized and reporting data accurate, and generates potential to follow up with the lead in the future.
If an existing Lost Reason is not applicable, users with the necessary permissions can create new ones, which means the lost reasons in a database can vary from organization to organization, and from pipeline to pipeline.
For more information on Lost Reasons, including the creation of them, refer to Manage lost opportunities.
By default, Odoo includes a few common Lost Reasons, such as:
Too expensive
We don't have people/skills
Not enough stock
When determining which reasons to include in a lost leads reactivation email, consider what the
email is advertising, in order pinpoint one or more relevant lost reasons. Then, add a rule stating,
Lost Reason does not contain _____
for every reason in the database, except for
the relevant one(s).
Example
If the email advertises a selection of previously-limited merchandise that is now back in stock, it makes sense to target leads with the lost reason: not enough stock.
If the email advertises a price reduction, it makes sense to target leads with the lost reason: too expensive.
Analyze the results¶
After sending a lost leads reactivation email, marketing teams can use the smart buttons along the top of the email to analyze the results, and determine follow-up actions.
Clicking on any of the smart buttons opens a list of records matching that button's specific criteria.
The smart buttons include:
Sent: total number of emails sent.
Opened: percentage of recipients that opened the email.
Replied: percentage of recipients that replied to the email.
Clicked: click-through rate (%) of recipients that clicked on a link in the email.
Leads/Opportunities: number of leads (or opportunities) that have been created in the CRM pipeline, as a result of the email campaign.
Quotations: number of quotations that have been created in the Sales application, as a result of the email.
Invoiced: total revenues generated, as a result of the email campaign, via invoices sent to, and paid by, customers. These values are recorded in either the Invoicing or Accounting application, depending on which app is installed in the database.
Received: percentage of recipients that received the email.
Bounced: percentage of emails that bounced (not delivered).
Ignored: the number of recipients that received the email, but have not interacted with it in a meaningful way (i.e. opened, clicked, etc.).
Email nurturing¶
Email nurturing (บางครั้งเรียกว่า lead nurturing) เป็นขั้นตอนการส่งชุดอีเมล "กระตุ้น" ที่เกี่ยวข้องและตรงเวลาเพื่อเชื่อมต่อกับลูกค้าเป้าหมาย สร้างความสัมพันธ์ที่ลึกซึ้งยิ่งขึ้น และเปลี่ยนลูกค้าเป้าหมายให้เป็นการขายในท้ายที่สุด
The point of nurturing is to keep the email campaign "visible" or at the top of a lead's inbox, until they are ready to buy.
There are many approaches to effective lead nurturing, but they often involve:
Sending an initial email (such as, a lost leads reactivation email).
Sending a follow-up email each week (or according to specific triggers) for the duration of the campaign.
Continuously analyzing results to learn what approaches have resulted in sales.
Continuously adjusting the approach to remain "visible" at the top of the lead's inbox, and hopefully, get a meaningful response from the lead.
As a campaign progresses, a marketing team may send different follow-up emails depending on how a lead responded the previous week.
Example
A marketing team wants to advertise a restocking of limited-run merchandise to all leads with a lost reason of not enough stock. They develop the following three-week long lead nurturing campaign.
Week 1: the marketing team sends an initial email, with the subject line: “Limited run merchandise is back in stock! Act now!”
Week 2: the marketing team sends two different emails, depending on how a lead responded.
If a lead ignored the Week 1 email: “Stock is almost out, did you get yours?”
หากมีผู้สนใจคลิกบนอีเมลของสัปดาห์ที่ 1: "คุณยังมีเวลาเพิ่มสิ่งนี้ลงในคอลเลกชันของคุณ"
Week 3: the marketing team sends a final email to all leads who have not been converted stating: “20% off, don't miss your last chance to get these items before they're gone!”
Throughout the campaign, the marketing team continuously refers to the smart buttons along the top of the mailing page to see what percentages of leads are opening, clicking on, or ignoring the emails. They also regularly analyze reports on how many opportunities, quotations, and invoices have been generated by the campaign.