B2B marketing practitioners keen to stimulate lapsed sales leads have been urged to conduct reactivation email campaigns.

Karen Talavera, head of Synchronicity Marketing, explained that a reactivation email campaign consists of identifying inactive leads and clients, segmenting them and targeting them with special incentives if they opt back into a company’s mailing list.

Writing on Marketing Profs, she also advised B2B marketing professionals to utilise offline methods such as direct mail to connect with inactive leads if online tactics do not work.

“Outreach through offline channels adds variety to your marketing mix and stands out,” Ms Talavera commented.

“Those who might be ignoring their inboxes or those who simply might have changed email addresses and need to provide you with the newest, most relevant one might well appreciate the contact.”

Writing on M-travel.com, marketing specialist Megan Ouellet, of Listrak, recently warned that bombarding potential sales leads with too much information can be counterproductive and could result in them losing interest in marketing content.

Related Topics: Email Marketing