Good examples of "Sleeping Beauty" campaigns in nurtures | Community
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kpara3-2
Level 9
August 4, 2014
Solved

Good examples of "Sleeping Beauty" campaigns in nurtures

  • August 4, 2014
  • 5 replies
  • 1954 views
Hey!

Just wanted to start a discussion to see if any of you have different "best practices", ideas, strategies, etc for Sleeping Beauty campaigns for inactive leads. I'd like to add a stream to our general nurture for this and am always up to hearing new ideas that seem to be working :)

Thanks!
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For us, the simple frequency of communication has been important. Not all prospects need our product (a hiring tool) all the time, but this way we can be top of mind when they do.

We try to communicate every week with our "dead prospects" and we bring some back to life every time.  

In terms of content, we use short emails with curated content, a new post, or product updates. It's low effort to send. Product updates work particularly well as it's a chance to highlight features and benefits without directly selling. 

5 replies

Dory_Viscoglio
Dory_Viscoglio
Level 10
August 4, 2014
Hey Kim, with our audience, I've been finding that the best results come from personalized emails that are short and to the point. They're easy for someone to get through, and since they look like they're coming from a person, people feel a little bit more of a need to reply to them.
Michelle_Tizian
Michelle_Tizian
Level 10
August 4, 2014
I recently did a couple of campaigns last week to revive some inactive leads and to resubscribe our past customers.  Just like Dory, personalization helps, and emails coming from our CEO (he's well known in the industry that we serve) to recapture our past subscribers helped tremendously. Changing the look and feel of our emails also helped. I delayed a campaign because the content of the email didn't make sense.  
K
kpara3-2Author
Level 9
August 4, 2014
Thanks yall! So for these examples what was your CTA? A preference center?
Dory_Viscoglio
Dory_Viscoglio
Level 10
August 4, 2014
We're typically trying to engage them by telling/giving them something new, or restating our value proposition to get them to take an action. It has a lower success rate than some of our other campaigns, but it's currently working "well enough" and we are doing optimizations to all of our campaigns on an ongoing basis.
A
Anonymous
Accepted solution
August 5, 2014
For us, the simple frequency of communication has been important. Not all prospects need our product (a hiring tool) all the time, but this way we can be top of mind when they do.

We try to communicate every week with our "dead prospects" and we bring some back to life every time.  

In terms of content, we use short emails with curated content, a new post, or product updates. It's low effort to send. Product updates work particularly well as it's a chance to highlight features and benefits without directly selling. 
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