- Campaign Purpose: Reengagement campaigns are used to reawaken inactive leads. Campaign content should be designed to excite and reengage sales prospects.
- Benefits: This drip program lets marketing to reengage with cold leads and stale prospects by offering recent blog posts and white papers.
- Timing: The general rule for reengagement campaigns is to send an email every 5-7 days. This timing keeps your brand top-of-mind without overwhelming unresponsive prospects. Timing also depends on a prospect’s interest level, the typical length of the sales cycle, you budget and fiscal calendars, and your industry.
- Create a Dynamic List.
- Set your Dynamic List Rule to: Match All, Prospect time -- last activity days ago -- is greater than -- 365.
Note: Pardot counts an activity as anything other than an email send, email open, email bounce, or opportunity. Find out more about activities here. For step-by-step instructions on creating a drip program, see Drip Programs. For more tips and tricks for effective email campaigns, see Email Marketing Best Practices. Click the image below to see an example of a reengagement drip program in Pardot. The image will open in a new window and allow you to zoom in.