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How to Use Aged Leads in Email Campaigns

By Troy Wilson
How to Use Aged Leads in Email Campaigns Feature Image
5 minute read

There are two great things about selling through email: it’s very cost-effective, and it can be easily automated. Email is one of the best lead generation strategies, not just with your real-time leads but also with the best aged leads, such as those from The Aged Lead Store.

Adding aged leads to your email campaign is easy. And it’s a great way to add more deals to your pipeline this month without too much extra cost or added footwork. To get the best results from an email campaign with aged leads, follow these steps.

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With aged leads, segmentation is key. Aged leads may have already received a bunch of calls right after they put in their quote request. Often these leads get put off by a hard and fast sell that doesn’t offer any value or speak to their needs. The way to overcome this reaction with your email campaign is first to segment your audience, so you’re speaking right to that lead.

If you are bringing in your cool aged leads from your CRM list, make sure to segment based on not only the type of insurance product but also by demographics. An auto insurance email that works for a 28-year-old career woman isn’t going to work as well for a 55-year-old grandfather. Even with life insurance, the needs of a new father and someone pushing 50 are going to be different. These folks belong in different campaign segments so that you can target their particular concerns. Similarly, if you are purchasing aged leads for your next campaign, consider buying batches of more filtered leads that will be amenable to your campaign.

Drip Campaigns

Your email campaign isn’t going to sell leads, aged or not, on the first round. So settle in for a patient game of lead nurturing. With email marketing, it can often take 10 or more contacts before a lead remembers who you are and considers acting on your messaging. That said, flooding your leads with constant sales messaging is going to get you lots of unsubscribes and complaints.

The answer is drip marketing. Drip email allows you to plan out a series of email, then execute the campaign and let automation do the rest. Some drip email software is very advanced. You may be able to create a whole pathway, where depending on whether a lead opens your last message or clicks on a CTA, they receive a different follow-up email. Drip marketing takes a bit of time to set up, but then it does the work for you. It’s also very cost-effective.

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Delivering Value

Every successful email campaign offers value to its recipients. This could be in the form of important information or very tailored content. These value-added engagement-oriented emails should probably make up about 80% of your campaign. Think about educating on specific types of policies relevant to a lead segment, sharing those insurance claim “horror stories” and how you saved the day, and general tips and advice relevant to the query’s insurance type (car tips for auto, health or finance tips for life).

You also want to make sure that that value carries over when a lead moves beyond email. Make sure you use a CRM, so you don’t lose track of who someone is and what their insurance needs are. Make sure your website or lead magnet experience functions as intended. You don’t want them to click your email CTA and get an error message or a confusing or untrustworthy-looking webpage.

Follow-up Calls

Finally, make sure you follow up with your email leads by phone. Picking up the phone and making that direct connection is powerful. The impact is magnified by working these aged leads through multiple channels. With email, they will get familiar with your name and brand and see a bit of the value you can provide to clients. That personal call is often just what is needed to push the deal over the edge. It gives people the real feeling that you care.

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Final Thoughts

Email marketing to aged leads is a great cost-saving and time-saving lead generation strategy when you’re looking to add more deals to your pipeline. Marketing an email campaign to a batch of aged leads works almost the same your campaigns to other leads. It’s just more important to segment, deliver great value, and follow up with a friendly call. Email campaigns of all sorts are a long-term lead nurturing strategy. You can send emails periodically with a drip campaign and keep a cool lead engaged until they are ready to act.

Get started today with a fresh supply of high-quality aged leads from The Aged Lead Store. You’ll find thousands of sortable aged leads, ready to boost your sales, whether your business is auto, life, health, Medicare supplement or homeowners insurance, annuities, auto warranty coverage, or mortgage refinance.

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About Troy Wilson

Troy is the CEO and founder of Aged Lead Store. He has been in the lead generation industry for over two decades. His blog posts focus on how to refine your sales process and get the most out of your insurance leads, mortgage leads, and solar leads.

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