Also, remember about the appropriate segmentation of recipients. So-called "warm leads", which already have contact points with the brand, will be involved in a different way than people who have never interacted with the brand.
In the case of the second group, lead nurturing is worth starting with basic content activities, while people or companies that have already interacted with the brand or even converted will need other incentives to trigger repeat purchase impulses. The practices that worked in the first place will not work on such a group.
You already know who you will send messages to and what will they be like? Let’s do it!