From an operations perspective, email marketing is a very formulaic and a great system for communicating with people in mass. That said, there are some operational components that can improve this effort.

One such facet is hard bounces.

They can seem like setbacks. However, they present unique opportunities to reconnect and expand your network.

Here’s a step-by-step approach to turning hard bounces into strategic advantages.

Step 1: Identify Hard Bounces

Start by opening your latest newsletter or email campaign report. Locate the section detailing hard bounces—these are email addresses that are no longer active.

Step 2: Reconnect with Individuals

For each hard bounce:

1. Search on LinkedIn: Look up the individual to see where they have moved. If they are in a related field or industry, send a personalized message to reconnect and reintroduce your brand. Highlight your past relationship and mention how your services or products have evolved.
   • Example Message:
     Hi [Name], I noticed you've recently transitioned to [New Company/Role]. I wanted to reach out and reconnect. We worked together during your time at [Old Company], and I believe our continued relationship could be beneficial. At [Your Company], we've been enhancing our services, particularly in [specific area]. I would love to catch up and see how we might collaborate in your new role. Best regards, [Your Name]

Step 3: Identify New Contacts at the Old Company

Check the hard bounce contacts old company:

1. Call the Company: Contact the company where the person previously worked. Ask for the new person in the role. A simple script can be:
   • Example Script:
     Hi, this is [Your Name] from [Your Company]. I used to work with [Former Employee]. Could you please connect me with the person currently in their role?
2. Enter New Contact into CRM: Once you have the new contact’s information, update your CRM.
3. Introduce Yourself: Send an introduction email, mentioning your previous work with their predecessor and how you can support them moving forward.
   • Example Introduction Email:
     Hi [New Contact], My name is [Your Name], and I work with [Your Company]. I previously collaborated with [Former Employee] in your role. I wanted to introduce myself and see how we can continue to support [Company] in achieving its goals. At [Your Company], we specialize in [specific services]. I believe our expertise could be very beneficial to you and your team. Would you be open to a brief call to discuss this further? Best regards, [Your Name]

Additional Tips:

• Update Email Lists Regularly: Regularly update your email lists to prevent high bounce rates.
• Personalize Outreach: Tailor your messages to the individual’s new role and company.
• Leverage CRM Tools: Use your CRM to track communications and follow-ups to ensure consistent engagement.

By transforming hard bounces into opportunities for engagement, you can maintain and even expand your professional network, ensuring that your marketing efforts remain fruitful and impactful. At Think Adapt Build, we believe in leveraging every situation to foster growth and strengthen business connections.

If you want support in making your marketing more operational in its efforts, contact us.