One of the best ways to reconnect with old leads is through a retargeting email. This email should include a short introduction to your business and highlight some of your most valuable value propositions. Your call-to-action should be clear and compelling. In this case, you can try a birthday greetings or seasonal greetings email. It will show prospects that you care, and will serve as a segue to future discussion.
If you’re sending email newsletters to old leads, keep in mind that they might no longer be interested in your company. Adding an unsubscribe link in your emails might re-engage these people. However, the unsubscribe feature will lower your open rate and cost you more money, as email providers charge by subscriber count. So, if you don’t plan on retaining old leads, avoid using “fluff content” that’s irrelevant to your business.