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Most people don't buy the first time they encounter a business — and that's not a failure, it's simply how decisions get made. What matters is what happens in the space between that first contact and the eventual decision.
A lead nurture sequence keeps your brand present and credible during that consideration period. It delivers relevant, useful content at the right moments, answers the questions prospects are quietly asking, and builds the trust that makes choosing you feel like the obvious next step.
A lead nurture sequence is an automated series of emails designed to move prospects along the path towards a purchase or enquiry. Triggered when someone shows interest but isn’t yet ready to buy, it delivers a series of relevant, valuable messages over time — building trust, answering questions and keeping your business front of mind until the prospect is ready to act.
You need this when customers go quiet after an initial flurry of engagement and you have no systematic way of re-engaging them, when your active subscriber rate is declining over time, or when you have a large database but only a fraction of it is responsive. Win-back campaigns are the most efficient way to recover value from existing contacts before committing to list growth activity.
This service includes a re-engagement strategy for lapsed contacts, copywriting and design of a win-back sequence (typically two to four emails), and a sunset process for contacts who remain unresponsive. Covers automation setup and recommended list management actions post-sequence. Delivered as a live automated programme with performance benchmarks.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
A win-back campaign is a targeted email programme designed to re-engage subscribers or customers who have become inactive — those who haven’t opened an email, visited your site or made a purchase within a defined period.
The definition depends on your typical engagement patterns. Most businesses define inactivity as no email opens or clicks within 90 to 180 days. Customers who haven’t purchased within your typical repurchase window are another key segment.
Acknowledge the absence, offer something of genuine value to prompt re-engagement, make it easy to respond and be direct about what will happen if they don’t engage. Honesty works better than urgency for this audience.
An incentive can improve re-engagement rates, but it trains subscribers to wait for a discount before engaging. Test incentive versus non-incentive approaches with your specific audience before making it a standard element.
A sunset policy is a defined process for removing or suppressing contacts who remain unresponsive despite re-engagement attempts. It protects list health and deliverability by keeping the active list focused on engaged subscribers.
Two to four emails is typical. The sequence should escalate in urgency and directness — starting with a light re-engagement attempt and ending with a clear message that this is the last communication before suppression.
To some extent. If data is available — for example, if a customer bought once and never returned versus a subscriber who never purchased at all — different approaches are appropriate for each segment.
Typical re-engagement rates vary between 5% and 15%. This may seem low, but it’s measured against a segment that has already disengaged. Even modest re-engagement rates represent meaningful recovered value.
No. Sending a large volume of emails to an unengaged segment all at once risks significant deliverability damage. Warming up the send volume gradually, or using a validated subset of the inactive list first, reduces this risk.
Suppress them from active email campaigns. An unresponsive segment that continues to receive emails depresses your engagement metrics, damages your sender reputation and provides no commercial value. It’s better to have a smaller, more engaged list.