When booking appointments is part of your lead generation or lead qualification marketing campaigns, optimizing your booking rates becomes critical. This article describes the process for getting more bookings out of each campaign. The key to making this process work is to identify leads that did not make a booking in the first place, and retarget them with another campaign. We call it the retargeting missed bookings process.
Retargeting missed bookings
The retargeting missed bookings process in based on retargeting leads that did not book with you the first time around. The process is based on two steps:
1. Tag leads that DID make a Booking.
Create the ‘Booked’ tag. You need to set up a tag in your marketing app, that will be used to mark leads that have made a booking. We will label this tag ‘Booked’. Some marketing apps, such as MailChimp, provide a different style of tagging called Groups. Make sure to read up on the specific tagging capability supported by your marketing app. Note: by tagging leads that have made a booking, we can identify those who have not made bookings later on in the campaign.
Integrate with your marketing app. Tagging missed bookings relies on the ability to push ScheduleOnce Customer information, collected at the end of the booking process, to a third-party app. If you don’t use one of our native Salesforce or Infusionsoft integrations, you can use our Zapier integration to bridge between ScheduleOnce and other third-party marketing apps. Learn more about using Zapier to integrate with email marketing apps and using Zapier to integrate with marketing automation apps. Once the third-party app receives the booking information, including the Customer information, we will tag these leads with the ‘Booked’ tag. We now can find the missed bookings, by selecting leads that do not contain the ‘Booked’ tag.
2. Retarget leads that DID NOT make a Booking.
Create the 'Retargeting missed bookings' campaign. Create an email campaign that will be used to retarget the leads that didn’t book in the first campaign (the ‘missed bookings’).
Create the campaign trigger. Define a time-based trigger that will start the missed bookings email campaign several days after the initial campaign was kicked off. We do this to give the first campaign some time to reach all leads and wait for their response, before retargeting them with another invitation. Note: A time-based trigger is available only in email marketing apps that provide automation or workflow capabilities (e.g. MailChimp). When your app does not support this capability, you will need to manually start the second campaign, a few days after the first campaign had started.
Run your initial marketing campaign. Run your initial marketing campaign and make sure to monitor your retargeting missed bookings campaign.
Note: you can run this campaign as many times as you need, in order to continuously maximize your booking rates.
Examples of implementing the retargeting missed bookings process
Tracking missed bookings is an important part of maximizing your online booking rates in your marketing campaigns. We have created a set of articles that will help you implement this conversion optimization technique in a number of apps. If you are using MailChimp as your email marketing app, then the maximizing booking rates using MailChimp and Zapier article will help you get started. If, on the other hand, you are using one of our native CRM integrations, then the maximizing booking rates in Salesforce campaigns article or the maximizing booking rates in Infusionsoft campaigns article, would be the place to start.