The Recycling Principle
Your prospects receive 100+ emails per day. They won't remember your email from 2 months ago.
This creates an opportunity: You can contact them again with a fresh offer.
Why 2 Months?
| Time Since Last Contact | Prospect Memory | Your Approach |
|---|---|---|
| 1 week | "I just heard from them" | Too soon |
| 1 month | "Sounds familiar" | Still too soon |
| 2 months | "Don't remember this" | Perfect |
| 6+ months | "Who?" | Data may be stale |
What Changes in Recycled Campaigns
| Element | First Campaign | Recycled Campaign |
|---|---|---|
| Subject line | Version A | Version B or C |
| Value prop angle | Angle 1 | Angle 2 |
| CTA | Request A | Request B |
| Timing | Original | Fresh start |
The Math
5,000 leads, single campaign:
- 2-3% reply rate = 100-150 replies
- Then what? Need new leads.
5,000 leads, recycled every 2 months:
- Campaign 1: 100-150 replies
- Campaign 2 (fresh angle): 80-120 more replies
- Campaign 3 (another angle): 60-100 more replies
- Same leads, 240-370 total replies over 6 months
What Makes a "Fresh Offer"
Not just changing words - changing the value proposition:
Campaign 1: "We help companies like yours generate leads"
Campaign 2: "Our clients in [industry] increased pipeline 40%"
Campaign 3: "Free resource on [relevant topic]"
Different angle = different response.
Don't Recycle These
| Situation | Action |
|---|---|
| Explicit unsubscribe | Never contact again |
| Negative reply | Remove permanently |
| Hard bounce | Remove permanently |
| "Not interested, ever" | Remove permanently |
Key Takeaway
Your leads are more valuable than single-use. Fresh campaign, fresh angle, 2 months later = new opportunity without the spam risk of endless follow-ups.