The Brief
Not every email is about a launch or an announcement. This one was about staying present, a re-engagement campaign sent to parents every couple of months, designed to keep Tops on their radar between the moments they actually needed to think about childcare.
The Process
I helped build and send these on a regular cycle rather than a one-off basis, which meant thinking less about a single clever send and more about a rhythm that wouldn't feel like noise. Each one included recent blog content and any specific updates relevant to parents at that moment, so it always had a genuine reason to land in someone's inbox, not just a reminder for the sake of one. A re-engagement email has a specific job, remind someone you're still there, still relevant, without pushing so hard it reads as desperate. That's a quieter kind of email work than a launch campaign, but it's not a lesser one. Staying present consistently over months is its own discipline.
The Outcome
A steady, low-pressure presence in parents' inboxes rather than a one-time push, the kind of email work that doesn't show up as a single dramatic result, but keeps a brand from being forgotten in the gap between one enquiry and the next. It's done exactly what it was meant to: re-engaging parents and increasing the number of follow-ups reaching the sales team, proof that staying present quietly still moves people to actually act.