Slumped Contact
A slumped contact is a previously engaged or active contact that has shown a significant decrease in interaction or engagement with digital marketing efforts over a period of time.
Description
In digital marketing, maintaining an active and engaged audience is crucial for the success of campaigns. A slumped contact refers to an individual who was once actively engaging with your content, such as opening emails, clicking on links, or visiting your website, but has since reduced or completely stopped these activities. Identifying slumped contacts is important as it allows marketers to develop strategies to re-engage them, thereby maximizing the value of their contact lists. This can involve personalized outreach, re-targeting ads, or special offers aimed at rekindling interest. Understanding the reasons behind the slump can provide insights into improving overall engagement strategies and content relevancy.
Examples
- A customer who used to open and click through monthly newsletters regularly but hasn’t interacted with the last three emails. This indicates a drop in their engagement and classifies them as a slumped contact.
- An e-commerce site visitor who frequently added items to their cart and made purchases but has not visited the site or made a purchase in the last six months. Identifying such behavior helps in targeting re-engagement campaigns.
Additional Information
- Re-engagement campaigns can include personalized emails with special offers or content tailored to the contact's previous interests.
- Analyzing the reasons for engagement drop-off can provide insights into content relevance, email frequency, or other factors affecting user experience.