Closed-Lost Campaign
Home · Selected projects · Results
An always-on re-engagement programme that used historical booking patterns to reconnect with prospects who had previously been marked closed-lost.
The business problem
Closed-lost leads were not necessarily permanently lost. In a seasonal travel business, a prospect's timing and circumstances could change, and previous enquiry behaviour offered a useful signal for when to reconnect.
The insight
Power BI analysis showed that customers often enquired and booked holidays at a similar time each year. That pattern created an opportunity to time re-engagement around the period when a previous prospect was more likely to be considering a trip again.
The approach
- Segmented closed-lost leads by the reason they were lost and when the original lead was created.
- Used historical booking patterns to inform the timing of re-engagement.
- Combined tailored communications with social retargeting advertising.
- Kept the programme always on so that relevant prospects could be re-engaged over time.
My contribution
I developed and launched the always-on campaign approach, using the available booking insight to shape segmentation, timing and tailored communications.
The result
The campaign achieved 23% lead-to-won conversion and became the third-highest-converting lead source.
Why it mattered
The programme treated closed-lost records as a potential future audience rather than a permanently exhausted list. It combined CRM segmentation, historical insight and coordinated communications to create a repeatable source of converted business.