“Rekindle nurtures are great to fix a ‘leaky bucket’ of leads. You’re reducing the barrier to entry by getting people back on board with something more enticing than a free demo. For example, at Cognism we offer 25 free leads.” Liam Bartholomew, Global Head of Demand Generation, Cognism Drip campaigns A drip email campaign is a great way to build stronger relationships with leads. It normally consists of a couple sequences that offer your prospects some value without being too pushy and trying to get them to book a demo. Your purpose is to warm the lead up for your sales team to take over; the best way to do that is to provide a gentle reminder that you’re there and can help them. But, that doesn’t mean you should send them just anything and call it value! A successful drip email campaign should be mutually beneficial. The lead will consider you a valuable contact if you’re sending useful content. The ANYTHING BUT BASIC guide to email marketing / 25