PaperTube Nurture Campaign Refresh — 30k+ Contact Database

Overview

PaperTube maintains a Salesforce database of 30,000+ contacts who have engaged with the company at some point — leads that came in via Google or Meta, were worked by a sales rep, and then moved to a "nurturing" stage after going cold or closing without a deal. These contacts currently receive a generic 50-email drip campaign built 3–4 years ago. The campaign is static, non-topical, and many contacts have already exhausted the full sequence and may no longer be receiving any emails at all.

In the March 2026 marketing review, Parag flagged this as a priority initiative: the existing nurture infrastructure is aging out and the team wants a more dynamic, action-oriented strategy to re-engage this dormant database and pull contacts back into active pipeline.

Current State

• Database size: 30,000+ contacts in Salesforce nurture stage
• Current campaign: 50-email drip, sent every ~2 weeks
• Campaign age: 3–4 years old
• Content quality: Generic, heavily branded, not timely or action-oriented
• Lifecycle gap: Many contacts have reached the end of the sequence and are receiving no further outreach
• Entry trigger: Reps manually flip leads to "nurturing" stage when a deal dies or goes cold

"It's like a 50-email campaign that's like every two weeks, but it's very, very generic. And the first one was created like three, four years ago. So it's not very dynamic. It's just very, very static and very old."
— Parag Agrawal, March 2026 review

The Problem

The current drip campaign fails on several dimensions:

1. Staleness — Content written years ago doesn't reflect current products, messaging, or market context
2. Generic tone — No segmentation or personalization; all 30k contacts receive identical content
3. No clear CTA — Emails are brand-awareness-oriented rather than driving a specific next action
4. Coverage gap — Contacts who've completed the 50-email sequence fall off entirely with no follow-up plan
5. Single-channel — Nurture relies solely on email; no coordinated ad or social touchpoints

Proposed Direction

Asymmetric will audit the existing campaign and develop a refreshed strategy. Key goals:

• Timeliness — Replace static evergreen content with emails that feel current and relevant
• Action orientation — Each email should drive toward a specific conversion (quote request, sample kit, meeting booking)
• Segmentation — Where possible, tailor content by industry vertical or contact history
• Multi-channel support — Complement email with retargeting ads (Meta, Google) to increase touchpoints for the same audience
• Sequence continuity — Ensure contacts don't fall off the end of the sequence without a defined next step

Action Items

• [ ] Karly Oykhman — Audit existing 50-email drip campaign content; identify what's outdated or underperforming
• [ ] Karly Oykhman — Draft a formalized nurture strategy for the 30k+ contact database, including segmentation approach, cadence, and CTA structure
• [ ] Karly Oykhman — Identify contacts who have exhausted the current sequence and have no active outreach
• [ ] Asymmetric team — Evaluate multi-channel options (Meta remarketing, lookalike audiences) to support email nurture for this segment

Related Context

This initiative sits alongside two other active PaperTube campaigns:

• ABM email campaign — Highly personalized outreach to 250 target accounts (primary + secondary contacts); see ^[1]
• LinkedIn ads — Launched concurrently; leads routing into Salesforce round-robin
• Instagram engagement — Separate initiative to boost activity on the 10k+ follower account

The nurture refresh is lower urgency than the ABM and LinkedIn work but represents the largest addressable audience in PaperTube's existing database.

Related Notes

• ^[1]
• ^[2]
• ^[3]