A multi-channel playbook designed to reactivate cold leads that went dark without burning your domain reputation.
Re-engagement sequences are for leads messaged 30-90 days ago. Any sooner is annoying; any later and the context is completely lost.
Never reuse the same copy. The original angle didn't work. Lead with a new value prop, case study, or relevant industry trigger.
Re-engaging cold leads has a higher deliverability risk. These campaigns must run on separate, warmed domains to protect your primary domain.
A LinkedIn profile view before the first email re-establishes context without being intrusive, warming up the contact for your message.
The goal of a re-engagement sequence is not a hard sell. It's to test for interest and restart a conversation. Keep the asks low-friction.
This sequence is for SDR Managers and Heads of Growth managing outbound teams. Use it to re-engage prospects who were contacted 30-90 days ago but never replied or went cold during a conversation.
This is not a simple follow-up; it's a strategic attempt to restart a conversation with a new angle, leveraging multiple channels to re-establish context and relevance.
This is a 5-step, multi-channel sequence designed to run over approximately 14 days. It uses a mix of passive and active touches across email and LinkedIn to re-capture attention without appearing aggressive.
Step 1: LinkedIn Profile View
Subject:
Quick question re: [Their Company Name]
Body:
Reached out a couple months back about your outbound infrastructure. Saw you just [new company event, trigger, etc.] and had a quick thought on how teams are handling that. Worth a quick chat?
Subject:
Thought this might be useful
Body:
Following up on my last note. My team just published a brief on [relevant topic]. Figured it might be interesting given your role at [Company Name]. No pitch, just sharing.
Subject:
Closing the loop
Body:
Assuming now isn't the right time to connect. I won't follow up again on this, but will keep an eye on [Company Name].
This sequence relies on scalable personalization. You aren't writing a new novel for each prospect, but you must update the context.
The most critical personalization point is the new angle in the first email. You must reference a recent event, a new insight, or a different pain point than your original outreach. The rest of the sequence (value drop, breakup) can be templated, pulling in fields like {{firstName}} and {{companyName}}.
Targeting should be precise. Only run this on prospects that fit your ICP and were engaged (or at least qualified) in the past. Do not run this on old, unqualified lists.
Re-engaging cold leads is a high-risk, high-reward activity. These contacts have already ignored you once, making them more likely to mark you as spam. Sending this sequence from your primary corporate domain is a critical error.
A few spam complaints can get your domain flagged by Google or Microsoft, crippling your entire team's ability to send email—including to warm prospects and customers. This is why high-volume teams run re-engagement campaigns exclusively on separate, warmed domains managed via infrastructure platforms.
To execute this safely:
getcompany.com, trycompany.com) that are fully warmed up. Never use your primary (company.com).Tools like SuperSend exist to handle this infra and orchestration so teams don't have to duct-tape it together inside a primary inbox. SuperSend manages the domain rotation, inbox warmup, and multi-channel sequencing automatically.
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