Email Copywriting · Northgate Solutions
4,000 Contacts. Two Years of Silence. One Campaign That Brought in Three New Clients.
A dormant list, no email strategy, and a team that did not know what to say. Imperial wrote the sequences, sent the first campaign, and one of the three new clients it generated became their largest account.
The Challenge
Northgate Solutions had built a contact list of over 4,000 people across two years of business development activity — events, referrals, website enquiries, and previous client contacts. The list had never been emailed. Not once.
The reason was simple: nobody on the team knew what to say, and the longer they waited the more uncomfortable the silence became. By the time they came to Imperial the list felt too cold to touch, the team had convinced themselves it would not work, and they were leaving a significant revenue opportunity completely untapped every single month.
The contacts were warm. The problem was the copy.
The Solution
Imperial Digital HQ audited the contact list, segmented it by relationship type, and built a three-part reactivation strategy. First, a welcome and reintroduction sequence that acknowledged the gap without apologising for it and reminded contacts why they were connected to Northgate in the first place. Second, a value-led newsletter format that gave contacts a reason to stay engaged beyond the initial reactivation. Third, the first campaign — a direct offer to a segmented portion of the list most likely to convert based on past interaction history.
Every email was written with a specific job to do. Subject lines were tested for open rate. Body copy was written to move, not inform. CTAs were specific, not generic.
The first send went out to 4,000 contacts. 41% opened it.
We had been sitting on that list for two years telling ourselves it was too cold. Imperial sent the first email and we had three new client conversations within a week. One of them became our biggest account.
What One Email Campaign
Actually Produced
Every number below is from the Northgate Solutions engagement. A list that had never been emailed, activated with one campaign.
What Imperial
Actually Produced
Every deliverable that went into turning a dormant list into Northgate's most productive new business channel.
The Services Behind This Result
Every Imperial service that contributed to Northgate Solutions activating their dormant list and winning new business.
A Dormant List Is Not a Dead List —
It Is Untapped Revenue
If you have contacts you have never emailed, or a list that has gone quiet, we can write the sequences that bring it back to life. Book a free call and we will map out exactly what your list needs.