Use Act-On’s pre-built Return to Marketing Nurture automated program to warm up leads who were disqualified, went cold, or simply need more time before re-engaging with Sales. This journey helps you stay top of mind with valuable, low-pressure content so when they’re ready again, you’re first in line.
Quick Reference (Advanced Users) – Click to Expand
- Location: Content > Catalog > Programs
- Template Name: Return to Marketing Nurture
- Primary Trigger: Lead status marked as “Return to Marketing” (RTM) in CRM or Act-On
- Optional Branch: Engaged vs. Unengaged
- Assets Needed: 5 email messages, RTM segment or CRM-based trigger
What This Program Does
Sometimes leads just aren’t ready to talk sales - and that’s okay. Whether they’ve been disqualified, gone cold, or need more time to explore, that doesn’t mean they’re a lost cause. Instead of letting them sit idle, use this journey to reintroduce your brand and rebuild interest at their pace.
This nurture series shares helpful, value-driven content and gentle reminders so that when your leads are ready again, you’ll be the first they think of. You can adjust the cadence, messaging, or structure at any time to match your own content library and personas.
Step 1: Start with the Template
To make setup easier, a ready-made template is available in your account.
- Go to Content > Catalog > Programs.
- Select Return to Marketing Nurture.
- Choose the folder where you want to save it.
- Click Download.
Step 2: Set Up Your Trigger(s)
This journey begins when a lead is marked as Return to Marketing (RTM) in your CRM or Act-On. Depending on your setup, you can build a segment using logic like:
- CRM Profile Field (e.g. Status or Lead Status) > Equals or Contains > Return to Marketing or RTM
- Lead Score > Optional threshold (e.g. 0–10)
Optional: Exclude contacts who are currently active in another nurture journey to prevent email fatigue.
Step 3: Create Your Emails
Prepare and approve all emails before adding them to the Automated Program. Once added, edits to the original templates won’t automatically update the program version.
Recommended email flow:
| Timing | Content Ideas | |
|---|---|---|
| 1. Soft Re-Intro + Value Reminder | Immediately after entry | Reintroduce your brand with a light tone (“We know timing is everything”). Recap your value proposition and set expectations for helpful, no-pressure communication. CTA: “Take Another Look” or “Explore What’s New.” |
| 2. Educational Content (Pain Point Focus) | 5–7 days later | Share content addressing a known pain point or industry challenge - such as a blog, report, or case study. CTA: “Read the Full Story” or “Download the Report.” |
| 3. Product/Service Updates or Use Cases | 5–7 days later | Highlight recent product improvements or customer success stories. Help them see how your solution fits evolving goals. CTA: “See It in Action” or “What’s New.” |
| 4. Soft CTA (Revisit Goals) | 5–7 days later | Invite them to reconnect in a no-pressure way (“Still aligned on your goals?”). CTA: “Book a Quick Chat” or “Let’s Reconnect.” |
| 5. (If Did Not Engage) Should We Stay in Touch? | 5–7 days later | Use an honest, lighthearted tone asking if they want to stay subscribed. Include a link to preferences or a quick poll. CTA: “Yes, Keep Me Posted” or “Update My Preferences.” |
To access matching email wireframes:
- Go to Content > Catalog > Messages.
- Select the templates matching the titles above.
- Choose the folder where you’d like to save them.
- Click Download.
These templates are unbranded so you can easily apply your own design and layout.
Step 4: Build the Automated Program
Once your content is ready, open the saved template and configure your workflow.
- Go to Automation > Automated Programs.
- Click the Templates tab and find your saved “Return to Marketing Nurture.”
- Hover over the program name and click the paper icon (+ Create Program from Template).
- Click Create Program.
Program Setup
- Under the Settings tab, update your program name and description if needed.
- Click Select Sources and choose your RTM segment or CRM field-based list.
- Ensure entrants can start immediately or on a set schedule.
- Enable Suppress entrants on suppression lists (recommended).
- Click Save.
Program Flow
- In the Build tab, select Program Messages and add your prepared emails.
- Open Program Flow and assign each message to its proper step.
- Adjust Wait Steps to match your ideal cadence.
- Add branch conditions to identify Engaged Contacts who clicked or opened recent messages.
- Update Lead Status fields to reflect engagement (e.g. “Engaged” or “Inactive”).
- Optional: Add a step before exit to alert the Sales Owner when a previously cold lead re-engages.
- Optional: For unengaged contacts, add a final step to move them to your opt-out list to protect engagement rates.
- Click Save.
Step 5: Run & Monitor
When everything looks good, go to Actions > Start Program.
After launch, monitor open and click metrics, as well as lead status updates. Use this data to fine-tune your content, adjust timing, and measure how effectively you’re reviving previously inactive leads.