Mastering Lead Re-Engagement: How to Convert Lost Leads

Sales and marketing teams know: lost leads = lost revenue.

Not every lead will convert. However, some leads that don’t convert at first can convert at a later time when re-engaged correctly.

Without a lead re-engagement strategy, you’re likely leaving money on the table with your lost leads.

When you’re devoting precious time and budget to lead generation efforts, a lead re-engagement strategy is crucial to getting the most bang for your buck.

Let’s discuss lost leads and how to re-engage leads to maximize conversions and ROI.

What are lost leads?

A lost lead is someone who showed interest in your product or service, but at some point, disengaged.

Leads can disengage at any point in the sales cycle, whether they stopped engaging with your content, never replied to your emails, didn’t show up to an appointment, or even went with a competitor. 

When they’ve lost interest or gone dark, they become a lost lead.

Many businesses have lost leads floating in their database, perhaps without any plans to re-engage after the lead stops replying.

If lost leads are not re-engaged effectively, you’ve lost the opportunity to do business with them.

Ten common reasons behind lost leads

When forming a strategy for lead re-engagement, it’s important to understand why leads go dark in the first place. 

Leads can lose interest for many reasons:

1. They weren’t ready to buy. It could be a case of right match, wrong time. The lead might not be ready for another six months; and it’s up to you to reach out again and find out when they could be ready, and then check in at that right time.
2. They were too busy. Again, you could have caught the lead at the wrong time with your initial outreach. Maybe they were picking the kids up from school and forgot to reply.
3. They found a better price elsewhere. We all lose to competitors sometimes, but there’s always the possibility of winning a lead back.
4. The lead wasn’t a good fit. Some leads are not the right fit and will never qualify. If you’re generating leads and losing a disproportionate number of them, it could be that your lead generation strategy needs work.
5. Your sales team did not get back to them fast enough. This is a common reason why leads go dark. People expect a reply within five minutes, and if you’re not getting back to them when interest is high, they’re exponentially less likely to respond.
6. You didn’t reach out on the right channel. You could be communicating on the wrong channels; for example, some people don’t reply to emails. And thus, the lead is lost.
7. Your messaging is inconsistent or unclear. Flawed messaging can turn leads off; be sure that your value prop is clear, sales and marketing is aligned, and offers are tailored to the recipient.
8. Lack of personalization. Perhaps your initial message was too generic and didn’t speak to their pain points. Personalization can help improve lead response.
9. Insufficient follow up by sales. Follow up is crucial for making contact. Maybe your sales team isn’t following up enough, or a rep forgot to follow up.
10. Sales was too pushy. While follow-up is important, be wary of following up too much and coming across as pushy. For sales teams, it can be a challenge to find the magic balance.

The first step to fixing issues with lead disengagement is to understand patterns behind it. 

Start by analyzing lost lead data and see if you can identify common patterns or reasons why you are losing leads. Look for common points in the sales cycle where you see dropoff. 

Perhaps lead response time is consistently slow, or you’re losing many leads to a certain competitor. Perhaps your messaging needs work. This is vital information for informing your re-engagement strategy.

Why re-engage lost leads?

There are many benefits to lead re-engagement, including:

• Maximizing lead generation ROI
• Shortening the sales cycle
• Improving brand recognition and trust
• Meeting buyers as they are ready

In marketing, we always want to maximize ROI. Businesses spend thousands of dollars generating leads, so re-engagement helps you get the most out of your investment. 

Marketing to leads that you already have is more cost-effective than generating new leads. In addition, they are already familiar with your brand.

Rather than letting potential opportunities slip away, re-engagement can revive your lost leads and boost revenue growth.

1. Re-engagement also shortens the sales cycle. Data shows that most salespeople only reach out 1.3 times; the majority of salespeople give up after 1-2 contact attempts. However, 80% of sales are made after 5+ contact attempts. So, if you can re-engage leads multiple times, you increase the likelihood of conversion.
2. Lead re-engagement also helps you stand out in a crowded market. When you reach out multiple times, it not only improves brand recognition, it also builds trust. When you’re consistent (but not pushy), it shows the customer that you care about their needs and their business.
3. Lastly, re-engagement helps you meet buyers where they are. As we mentioned earlier, leads are often not ready to buy right away. By re-engaging, you can meet customers where they are, when they are ready, rather than letting them slip away.

Expert tips for lead re-engagement

Use multiple channels

People prefer different modes of communication, so don’t limit yourself to one or two channels.

Using multiple channels increases your visibility for a multi-touch strategy. Omnichannel marketing can promote re-engagement with:

• An active social media presence to stay connected with your audience.
• Content marketing, such as blogs, resources, and videos, to provide useful information for your audience.
• Email updates to keep leads updated on your offerings and promotions.

Brands must adapt to modern customer preferences. When it comes to directly contacting your leads, email doesn’t cut it anymore. 

Many sales teams only rely on emails, but re-engagement efforts should utilize emails, phone calls, and texts.

Emails are great for product updates and lead nurture, but can often get lost in the clutter of people’s inboxes.

Texting, on the other hand, is increasingly popular for business communication for its ease of use, convenience, and accessibility. 

While average email open rates are around 20-30% across industries, 98% of texts are read. According to G2, the majority of consumers say text is the best way to reach them.

Phone calls are more personal, best used for lead re-engagement further down the funnel. If you don’t get an answer, always leave a short voicemail.

All that being said, everyone has their individual preferences, so use as many channels as possible to try and regain contact.

Share updates and promotions

Product or service updates are a great way to re-ignite a lead’s interest.

Share your updates via as many channels as possible, showing how this increases the value of your product or service. 

It’s even better if you are able to personalize updates in order to highlight how these features solve any pain points of the recipient.

If you can offer a limited-time promotion or discount, this can also re-engage lost leads. 

As we all know, price is a huge factor in purchasing decisions, so a discount might be exactly what a lead needs to be revived.

Ensure that the offer is:

• Relevant to the lead’s previously-expressed interests
• Time-bound, creating a sense of urgency or exclusivity
• Communicated clearly

Provide value

To avoid coming off as simply eager to make a sale, aim to become a trusted resource for your leads.

Make it your goal to provide helpful content that educates leads in your field. Educational content can be whitepapers, blogs, ebooks, webinars, or videos.

For example, a home services company could create a webinar or video about the top ten things that new homeowners need to know. This isn’t a sales pitch, but it can catch the attention of new homeowners, so when they have service needs, they know who to trust and who to come to.

Focus on providing value, while establishing your company as a trusted partner. Then, you can share these resources in re-engagement campaigns.

Keep it low-pressure

While it’s good to focus on the end goal, avoid trying to book a meeting or appointment right away.

With re-engagement, your first goal is to warm the lead back up, re-ignite their interest, and nurture them into taking action.

It’s most beneficial to engage the lead on their terms in a way that is low-pressure and low-effort for them—even if it draws out the sales cycle.

Do not contact leads excessively; don’t call, text, or email too much. If they’re not replying, you can be persistent, but spread these efforts out over time instead of coming across annoying or spammy.

If sales reps are overly pushy, or rush the lead into a purchase, you could lose the lead forever.

Personalize messaging

As always, be sure to tailor your messaging for each lead as much as possible.

“Generic messaging does not cut it. We are at a premium for attention. You need to personalize outreach to ensure it gets to your customers at the right time, with the right message.” – Damien Swendsen, SVP of Revenue, Verse.ai

Use the lead’s name and reference any earlier interactions with your business; if the lead expressed interest in a particular product or service, you can touch on that. 

If your team does not have the time required to personalize for every single lead, make automation work for you here. Segment your audience by relevant criteria and use a high-quality AI tool (like Verse!) to ensure that automated re-engagement campaigns are as personalized as possible.

Leverage customer stories

Storytelling is an excellent way to grab the attention of lost leads. 

Rather than talking about your product or service, customer stories are a great way of showing value. 

Stories provide the social proof that has become necessary in modern purchasing decisions; 98% of consumers believe reviews are essential to making a purchase decision.

By using stories that your customers can relate to, it shows that you have a track record of solving problems just like theirs—and that speaks more than any advertisement.

Follow up at the right time

Most sales reps do not follow up enough. Data shows that most sales reps give up after 1.3 attempts, while most sales are made after 5 or more attempts.

When it comes to re-engagement, follow-up remains key. Follow up multiple times, spreading efforts out across weeks to months (depending on your typical sales cycle).

There are times when leads let you know that they are interested, but are not ready yet. In this case, it’s absolutely vital to follow up at a later date. If they give you a time frame, even better. 

Do not forget to follow up with these leads! Use reminders (or automation) to make sure you touch base with them at a later date.

Prioritize the right lost leads

Not all leads are created equal. Focus on leads that have the highest value and potential.

With re-engagement, prioritize leads that:

• Have already qualified (are a good fit for your product or service).
• Had higher purchasing potential (were interested in spending more).
• Dropped off further down the funnel.
• Initially expressed a high degree of interest.

By going after high-value leads first, you’ll get the most out of your re-engagement campaigns.

When to start lead re-engagement

So you know what to do and how to do it, but when should you start re-engaging your lost leads?

Lead re-engagement requires delicate balance. Once a lead has gone from interested to lost, don’t try to re-engage right away—but don’t let them be forgotten either.

Wait a few days after the lead has stopped replying to try again. For lost leads who have been disengaged for a long time, a months-long gap is okay. You should still attempt re-engagement.

There are a few key times that you should be re-engaging:

• A re-conversion event. If a previously-lost lead takes action on your website, like downloading a resource, this is a great time to reach out again.
• When you have a new product update. Broadcast any new features or changes with your product; this could sway lost leads.
• When you have a new promotion or discount. As mentioned earlier, discounts are a great way to win back the attention of lost leads!
• At regular intervals. Most people don’t buy something the first time they hear about it. Keep an active cadence of re-engagement to keep your brand top-of-mind.
• Seasonally (depending on your product or service). If your industry has peak buying seasons, you’ll want to re-engage during that season, when people need your business most.

Lead re-engagement FAQ

What is lead re-engagement, and why is it important?

Lead re-engagement is the process of reconnecting with leads who previously expressed interest but have gone dark. 

Lead re-engagement helps maximize your lead generation investment, shortens the sales cycle, and increases conversions by meeting leads when they are ready to buy.

How do I know if a lead is worth re-engaging?

All qualified lost leads are worth trying to re-engage. However, prioritize leads that:

• Were already qualified as a good fit.
• Showed strong interest but weren’t ready at the time.
• Dropped off further in the sales funnel.
• Had higher purchasing potential.

How long should I wait before trying to re-engage a lost lead?

It depends on the lead’s level of engagement.

• If they stopped replying recently, wait a few days before following up.
• If they’ve been disengaged for months, a longer gap is fine.
• For seasonal businesses, re-engage before peak buying seasons.
• If they take a new action on your website (like downloading a resource), reach out immediately.

What’s the best way to re-engage lost leads?

A multi-channel approach works best. Use email, text, and phone calls to maximize your chances of reconnecting. 

Additionally:

• Personalize messages based on past interactions.
• Offer value through resources, product updates, or promotions.
• Keep outreach low-pressure and conversational.
• Follow up multiple times—most deals happen after 5+ touchpoints.

How can I personalize my re-engagement efforts?

Use details from past interactions, such as their name, previous inquiries, or pain points. If they were interested in a particular product, mention relevant updates. 

Segmentation and automation can help save time and deliver tailored messaging at scale.

What if a lead went with a competitor? Should I still re-engage?

Yes! Competitor buyers may switch if they have a poor experience or if your offering improves. 

Reach out with updates, great customer service, and/or added value that differentiates you from the competition.

How can I avoid being too pushy in my follow-ups?

Space out your outreach over time, and avoid asking for a meeting right away or going straight into a sales pitch. 

Instead, focus on warming the lead back up with conversation, educational content, and relevant updates. 

What role does automation play in lead re-engagement?

Automation helps maintain consistent follow-ups without overwhelming your sales team. Use your CRM and AI-powered tools (like Verse) to schedule re-engagement messages and personalize outreach at scale.

What are common mistakes to avoid in lead re-engagement?

Common mistakes include: 

• Relying only on email (use multiple channels).
• Sending generic, impersonal messages.
• Following up too soon or too aggressively.
• Using a sales pitch rather than offering value.
• Not tracking lost lead data to refine your approach.

How can I track the success of my re-engagement efforts?

Monitor key metrics like email open rates, SMS response rates, call answer rates, follow-up conversion rates, and reactivated leads. Identify patterns in what works and continuously optimize your approach.

How to re-engage lost leads: Key takeaways

Automate lead re-engagement with Verse

At Verse, we’ve seen firsthand the revenue boost that companies can gain with re-engagement campaigns.

Our fully-managed SMS platform automatically engages and qualifies leads 24/7 using conversational AI and human concierges for quality assurance.

We’ll help you schedule, personalize, and automate lead re-engagement with little to no effort on your part. Verse provides:

• 24/7 instant response via SMS.
• Consistent follow-up for every lead.
• Customizable re-engagement outreach and nurture for up to six months.
• Automatic lead qualification to help your team focus on high-quality leads.
• Omnichannel communications via text, phone call, and email.
• Compliance assistance and expert guidance.

Ready to learn more about Verse? Let’s chat.