If you’re thinking of purging your cold email list, hold on — you might be sitting on untapped revenue.
That’s exactly what happened at Instapage.
They were ready to delete 55,000 cold contacts from their email database — people who hadn’t opened emails in months. But instead of giving up, they decided to test one last thing:
A simple automated email framework designed to re-engage cold leads and move them through the funnel.
The result?
$30,000 in annual recurring revenue — in less than two months.
The 3-Step Email Re-Engagement Framework Instapage Used:
1. Top-of-Funnel (TOFU): Add Value First
- The first email wasn’t a pitch. It offered helpful, educational content — think best practices, how-to guides, or marketing tips.
- If the user didn’t open it? Another article from a pool of 6 pre-written emails was sent.
2. Middle-of-Funnel (MOFU): Build Trust
- The next step was to send a case study or customer success story. This helps build credibility and demonstrates real-world results.
- Again, if unopened, another variation from 6 total was queued up.
3. Bottom-of-Funnel (BOFU): Drive Action
- Finally, the user received a direct offer — such as a webinar invite, a free trial, or even a limited-time discount.
- Like the earlier stages, there were 6 rotating versions to increase engagement chances.
Why It Worked:
- It delivered value before asking for a sale.
- It respected user behavior by reacting to engagement (or lack of it).
- It scaled easily with automation — no manual follow-ups needed.
- It turned a “dead list” into a revenue-generating funnel.
Most businesses delete stale contacts.
Instapage turned them into a $30,000 ARR win.
How You Can Apply It:
- Don’t delete disengaged leads — re-segment them and run a reactivation sequence.
- Prepare 3 stages of content: helpful articles, social proof (case studies), and direct offers.
- Use automation tools like ActiveCampaign, HubSpot, or ConvertKit to trigger emails based on opens and clicks.
With the right framework, even your coldest contacts can become your next customers.
