---
title: Email Nurture Campaign — Paper Tube Co
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-19-papertube-asymmetric-marketing-call-131261419.md
tags:
- client:papertube
- email-marketing
- nurture
- lead-gen
- abm
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Email Nurture Campaign — Paper Tube Co

## Overview

A traditional email nurture campaign is being built for all Paper Tube Co contacts who are **not** enrolled in the [[wiki/clients/papertube/projects/abm|ABM program]]. This serves as a parallel track to ABM — broader in reach, less personalized, but designed to keep the full contact database warm and move prospects through the funnel over time.

The campaign is being developed alongside the ABM expansion and is expected to require 2–3 weeks of send data before meaningful performance conclusions can be drawn.

## Context

Paper Tube Co's primary lead sources (Google Ads and organic SEO) are in decline. The nurture campaign is one of five initiatives in the [[wiki/clients/papertube/projects/5-point-marketing-plan|5-Point Marketing Plan]] designed to diversify lead flow and re-engage the existing contact base.

The ABM program targets a curated list of high-value accounts with highly personalized, multi-touch email sequences. The nurture campaign fills the gap: contacts associated with target accounts who are not receiving ABM emails, as well as the broader contact database, will be enrolled here.

> "We're in the process of pulling in some additional contacts from all the target accounts that we are working on into those kind of more traditional nurture campaigns that we have developed."
> — Karly Oykhman, strategy call

## Relationship to ABM

These two programs are intentionally kept separate:

| Dimension | ABM Program | Nurture Campaign |
|---|---|---|
| Targeting | ~500 curated accounts | All remaining contacts |
| Personalization | High (company- and contact-specific) | Standard segmentation |
| Sequence length | 12–15 touches | TBD |
| Salesforce trigger | Excluded when marked SQL | TBD |

Contacts should not appear in both programs simultaneously. The Salesforce automation being built for ABM exclusions (ABM checkbox + Contact Stage field) may inform similar suppression logic for the nurture campaign as it matures.

## Status

- **As of April 2026:** Campaign is actively being built out; not yet live.
- Contact list population from target accounts is in progress.
- Initial data expected within 2–3 weeks of launch.

## Action Items

- [ ] Complete contact list pull from target accounts into nurture sequences (@Karly Oykhman)
- [ ] Define nurture sequence length and cadence
- [ ] Confirm suppression logic to prevent overlap with ABM enrollees
- [ ] Review initial performance data once 2–3 weeks of sends have accumulated

## Related

- [[wiki/clients/papertube/projects/abm|PaperTube ABM Program]]
- [[wiki/clients/papertube/projects/5-point-marketing-plan|5-Point Marketing Plan]]
- [[wiki/clients/papertube/_index|PaperTube Client Overview]]
- [[wiki/knowledge/email-marketing/abm-vs-nurture|ABM vs. Traditional Nurture — When to Use Each]]