The key to maximizing booking rates in marketing campaigns 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.
In this article, you'll learn about the process for getting more bookings out of each campaign.
Retargeting missed bookings
The process of retargeting missed bookings involves retargeting leads that did not book with you the first time around. The process is based on two steps: Tagging leads that did make a booking and retargeting leads that did not make a booking.
Step 1: Tag leads that did make a Booking.
Create the ‘Booked’ tag
Set up a tag in your marketing app and label it "Booked". You'll be use this label to mark leads that have made a booking.
Tagging leads that have made a booking helps you identify those who have not made bookings later on in the campaign. Some marketing apps, such as MailChimp, provide a different style of tagging called Groups.
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. Once your third-party app receives the booking information, including the Customer information, tag these leads with the ‘Booked’ tag.
You can now find missed bookings by selecting leads that do not contain the ‘Booked’ tag.
Step 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. This gives 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.
NoteYou can run this campaign as many times as you need 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, read the maximizing booking rates using MailChimp and Zapier article.
- If you are using one of our native CRM integrations, read the maximizing booking rates in Salesforce campaigns article or the maximizing booking rates in Infusionsoft campaigns article.