---
title: PaperTube Re-engagement Nurture Campaigns
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-04-02-papertube-asymmetric-marketing-call-134991121.md
tags:
- email-nurture
- abm
- salesforce
- client:papertube
- re-engagement
- segmentation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# PaperTube Re-engagement Nurture Campaigns

## Overview

During the [[wiki/clients/papertube/_index|PaperTube]] quarterly review on 2026-04-02, Asymmetric and Parag aligned on a plan to build industry-segmented re-engagement nurture flows. These flows serve two distinct audiences: leads who complete the ABM sequence without converting, and warm leads who previously engaged (received quotes, sample kits, etc.) but have since gone silent.

This work extends the [[wiki/knowledge/email-marketing/abm-campaign-strategy|ABM campaign]] and is designed to keep PaperTube top-of-mind across a long sales cycle without over-touching contacts who are already in active sales motion.

---

## Audience Segments

### Segment 1: Cold Leads (ABM Sequence Completions)

- **Who:** Contacts who finish all 7–8 ABM email touches with low or no engagement (no clicks, no replies, no sample kit trigger).
- **Salesforce setup:** ABM contacts are stored as **Contacts** (not Leads), so enrollment cannot rely on the standard "Lead Stage = Nurturing" trigger. A separate enrollment rule is required.
- **Enrollment trigger:** Contact completes ABM sequence AND has low/no engagement (e.g., zero or one click across all steps).
- **Exclusion:** Contacts who triggered the [[wiki/knowledge/email-marketing/papertube-sample-kit-workflow|sample kit workflow]] should be excluded — they are in active sales motion and should not receive nurture emails simultaneously.

### Segment 2: Warm-to-Cold Leads

- **Who:** Contacts who previously showed meaningful engagement — received a quote, had a sales call, or were sent a sample kit — but have since gone silent.
- **Salesforce setup:** These are typically Leads with stage = Nurturing (the existing trigger used by PaperTube's current nurture campaign).
- **Enrollment trigger:** Lead stage set to Nurturing (existing flow), with content differentiated from Segment 1.
- **Content distinction:** Messaging should acknowledge prior engagement and re-ignite interest rather than building awareness from scratch.

---

## Content Strategy

### For Cold Leads
- **Goal:** Build awareness and relevance; establish PaperTube as a credible packaging partner for their specific industry.
- **Approach:** Industry-specific content (e.g., alcohol/beverage packaging trends, e-commerce unboxing experience, food safety compliance) tailored to the verticals showing highest ABM engagement: alcohol, wine, coffee, and food.
- **Cadence:** Multi-touch flow; after completion, contacts roll into a generic monthly newsletter to maintain presence without over-investing.

### For Warm-to-Cold Leads
- **Goal:** Re-ignite interest by referencing the prior relationship and surfacing new reasons to re-engage.
- **Approach:** Content that speaks to where the conversation left off (e.g., "You explored custom packaging with us — here's what's new") rather than starting from zero.
- **Cadence:** TBD; likely shorter sequence given prior familiarity.

---

## Relationship to ABM & Sample Kit Workflows

The re-engagement flows are downstream of the ABM sequence. The intended flow is:

```
ABM Sequence (7–8 touches)
    ├── High engagement (2+ clicks) → Sample Kit Workflow → Sales call
    └── Low/no engagement → Re-engagement Nurture (Segment 1)

Existing warm leads (quoted, kitted, gone silent)
    └── Re-engagement Nurture (Segment 2)
```

Karly flagged that enrollment logic must explicitly exclude sample-kit recipients from Segment 1 to avoid conflicting outreach. This will be handled via Salesforce enrollment parameters.

---

## Key Decisions (2026-04-02)

- Confirmed: Two separate nurture segments (cold vs. warm-to-cold), not one combined flow.
- Confirmed: ABM contacts (stored as Contacts in Salesforce) require a custom enrollment trigger separate from the existing Lead-stage trigger.
- Confirmed: Sample kit recipients must be excluded from nurture enrollment.
- Confirmed: After completing the new nurture flow, contacts roll into a generic monthly newsletter to maintain ongoing touchpoints.

---

## Action Items

- [ ] Draft industry-segmented emails for Segment 1 (cold leads / ABM completions); send to Parag for review — **@Karly Oykhman**
- [ ] Define Salesforce enrollment rules for both segments: contacts vs. leads, exclusion of sample-kit recipients — **@Karly Oykhman**
- [ ] Draft content approach for Segment 2 (warm-to-cold); determine appropriate cadence — **@Karly Oykhman**

---

## Related

- [[wiki/clients/papertube/_index|PaperTube Client Overview]]
- [[wiki/knowledge/email-marketing/papertube-sample-kit-workflow|Sample Kit Trigger Workflow]]
- [[wiki/knowledge/email-marketing/abm-campaign-strategy|ABM Campaign Strategy]]
- [[wiki/meetings/2026-04-02-papertube-quarterly-review|Meeting Notes: PaperTube Quarterly Review 2026-04-02]]