The Play

Prioritize and trigger an email drip campaign to prospects & aged leads to increase email engagement and conversion rates. When an aged lead’s in-market signal changes from ‘not seen’ to ‘seen’ (‘low’ or ‘high’), immediately trigger an email and include the consumer in your acquisition email cadence.

Approach
  • Upon initial outreach, send a series of emails to consumers over the next couple of weeks and monitor for opens and clicks.
  • Adjust messaging as the prospect moves further down the purchase funnel.
  • Move consumers with a decrease/no in-market activity into other email campaigns.
Content Recommendations

Even though these are aged leads, you now know they are in-market and can offer highly relevant and well-timed outreach. Ensure the email subject, content, and messaging aligns with the product the consumer is in-market for. Consider messaging that may be more related to a consumer that was out-of-market and is now back in-market (i.e. rates are better now than they were last year). If a consumer is in-market for multiple products, prioritize messaging based on the product that has the highest signal.