Creating a B2B Re-Engagement Campaign With Old Data

Support
Jun 6
2 min read

Don’t delete those dusty old lists just yet. This article walks through how to scrub, update, and re-engage older B2B data sources to revive leads and restart stalled conversations via email or phone.

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In the realm of B2B marketing, the allure of acquiring new leads often overshadows the potential lying dormant within existing contact lists. However, re-engagement campaigns can be a cost-effective way to reignite interest and bolster your sales pipeline.

The Value of Revisiting Old Leads

Re-engagement strategies allow marketing and sales teams to work together to spark interest in previously unresponsive contacts. According to Zendesk, win-back efforts can lead to a 20–40% improvement in customer retention. That's a lot of money left on the table if you let those leads rot.

Step 1: Cleanse and Update Your Contact Lists

Maintaining proper list hygiene is step one. Scrubbing your email database of inactive, bounced, or unsubscribed contacts helps avoid spam traps and sender reputation issues. List hygiene best practices recommend cleaning your list at least twice a year—or quarterly if you're emailing regularly.

Step 2: Segment Your Audience for Targeted Outreach

Generic messaging rarely works on disinterested contacts. Segment your list by factors like job title, industry, or time since last engagement. Not only will this improve deliverability, it enables personalized content that feels relevant. Need help? Klaviyo outlines top win-back email strategies built on smart segmentation.

Step 3: Craft Compelling Re-Engagement Emails

Start with a subject line they can’t ignore (but avoid clickbait). The body should highlight what’s changed—have you launched a new product? Improved pricing? Provide value up front and include a clear call to action. Bonus: include a "remind me later" option if they’re not ready to engage now.

Step 4: Implement a Multi-Touch Follow-Up Strategy

Re-engagement isn’t a one-and-done effort. Follow up with a mix of emails, phone outreach, LinkedIn touches, and even personalized video messages. It might take 5–7 interactions to get a reply, so space them out strategically.

Step 5: Analyze and Optimize Your Campaign

Track email open rates, replies, link clicks, and opt-outs. Segment responders from non-responders and iterate. According to Chili Piper, timing matters too—re-engagement emails sent midweek tend to outperform weekend sends.

Don’t sleep on your old data. With the right timing, content, and list hygiene, even a cold lead from last year could turn into your next closed deal. Reviving stale contacts is not only cheaper than finding new ones—it’s often faster.

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Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.

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