Pardot Knowledge Base

Drip Programs for Reengagment Overview

Last Updated: Feb 24, 2016 | Print this Article
 
When creating a reengagement drip program, you should keep some key elements in mind and consider the following items as you design your campaign:
  • 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.
Before you can begin your reengagement program, you need to create a simple dynamic list to target your inactive prospects:
  1. Create a Dynamic List.
  2. Set your Dynamic List Rule to: Match All, Prospect time -- last activity days ago -- is greater than -- 365.
inactive Propects Rule This creates a list of all your prospects that haven't been active in the past year. Using this list, create a drip program that encourages these inactive prospects to engage with your content again. If a prospect becomes active, they will be removed from the dynamic list and stop receiving the drip program emails. Set the final step in the drip program to add prospects to a To Be Archived list. If prospects complete the entire drip program without creating new activities, you can mass-delete these inactive prospects.

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.

drip campaign  for re-engagement

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