Email Nurture Campaign Report
Yellowgate Group
In mid-February, we launched a re-engagement email nurture campaign targeting old and uncontactable contacts in the YGG database. The goal: warm up cold contacts with educational content about Rent to Own and drive them back into conversation.
| Audience | Contacts | Status |
|---|---|---|
| Uncontactable 60+ days — Batch 1 (16 Feb) | 521 | Complete |
| Uncontactable 60+ days — Batch 2 (23 Feb) | 522 | Complete |
| Uncontactable 60+ days — Batch 3 (2 Mar) | 521 | Just started |
| Uncontactable 60+ days — Batch 4 (9 Mar) | 522 | Not started |
| Uncontactable less than 60 days (16 Feb) | 130 | Complete |
| Attempted to Contact — ongoing (16 Feb) | 263 | Ongoing |
| Machines4U — ongoing (17 Feb) | 21 | Ongoing |
| Resources — ongoing | -- | Not yet active |
Contacts are enrolled in one workflow only — no overlap between groups.
| Workflow | Email 1 | Email 2 | Email 3 | Email 4 |
|---|---|---|---|---|
| 60+ days (Batches 1-4) | Old Contact Outreach | General Enq 1 | General Enq 2 | Uncontactable 3 |
| Less than 60 days | Uncontactable 1 | Uncontactable 2 | Uncontactable 3 | — |
| Attempted to Contact | Uncontactable 1 | Uncontactable 2 | Uncontactable 3 | — |
| Machines4U | General Enq 1 | General Enq 2 | Uncontactable 3 | — |
| Resources | General Enq 1 | General Enq 2 | Uncontactable 3 | — |
| Subject Line | Sent | Opened | Open % | Clicked | Click % | Replied | Unsub | Analysis | |
|---|---|---|---|---|---|---|---|---|---|
| Old Contact Outreach | Considering New Equipment? | 1,518 | 206 | 13.6% | 7 | 0.5% | 2 | 11 | Decent opens for cold re-engagement; clicks not converting interest into action |
| General Enq 1 | Rent to Own Explained | 1,004 | 125 | 12.5% | 7 | 0.7% | 1 | 6 | Open rate dropping — fatigue setting in, but click rate held steady |
| General Enq 2 | Rent to Own; the smart choice | 497 | 48 | 9.7% | 1 | 0.2% | 0 | 3 | Weakest performer — sub-10% opens and near-zero clicks |
| Uncontactable 1 | Considering New Equipment? | 299 | 62 | 20.8% | 1 | 0.3% | 2 | 5 | Best open rate — subject line resonates well with this audience |
| Uncontactable 2 | Why Rent to Own works for Aussie operators | 287 | 45 | 15.7% | 3 | 1.0% | 1 | 2 | Solid retention — 5% open drop is normal, clicks improved |
| Uncontactable 3 | A real example of Rent to Own in action | 129 | 24 | 18.6% | 3 | 2.3% | 0 | 1 | Highest click rate — success story format drives action |
| Totals | 3,734 | 510 | 13.7% | 22 | 0.6% | 6 | 28 |
Totals include multiple emails per contact as they progress through sequences.
| Stage | Count | Notes |
|---|---|---|
| Contacts emailed | ~2,500 | Unique contacts across all workflows |
| Opened | 510 | 13.7% open rate (with overlaps across emails) |
| Clicked | 22 | 0.6% click rate |
| Replied | 6 | Direct email replies |
| Form submissions | 4 | Submitted main forms after 16 Feb |
| Meetings booked | 3 | Booked meetings after 16 Feb |
| Total re-engaged | 7 | 4 form + 3 meeting (no overlap) |
| Open deals | 1 | Active deal from re-engaged contacts |