Leads who failed to convert from past marketing campaigns or content downloads are marked as ‘nurture’ and entered into this campaign. James said: “For this type of campaign, it’s important to be non-obtrusive. If you irritate ‘nurture’ leads, they’ll be quick to unsubscribe.” “This is down to the fact that you’ve not yet shown them a lot of value. Sure, they might’ve downloaded some content or signed up for a webinar, but how many times have you signed up for something and then forgotten all about it?” “The contact might know as little about you as you know about them. Setting up a nurture campaign can help you to get to know each other. For this reason, start with general messaging, and then branch the leads off as you learn more about them.” In his ‘Rekindle’ campaign, James puts two links into his email - one for sales content, one for marketing content. Depending on which link the recipient clicks, they’ll be moved to the relevant funnel. It’s worth thinking about how you want to segment your audience. If you’re a salesperson running a drip email campaign, offer articles on two types of products. If you’re a realtor running a drip email campaign, offer articles on types of housing. By learning more about the lead, you’ll be able to offer them a more contextually relevant solution. The Inbound Marketing Playbook / 62