Targeted leads generated
Test campaign
Leads generated daily
Top email open rate
Reverse mortgage leads can be difficult and expensive to generate, particularly when relying on broad advertising or traditional prospect lists.
The goal of this campaign was to test whether a small number of highly targeted, intent-driven prospects could produce meaningful engagement without the need for a large advertising budget or a huge database of cold contacts.
The focus was therefore on quality over quantity — identifying people whose recent online activity suggested a genuine interest in reverse mortgage information, then measuring how well those prospects responded to a simple follow-up sequence.
After a short four-day test, the campaign generating 10 leads per day, resulting in a total of 40 prospects.
The leads were then added to the businesses CRM and entered into a simple three-email automated follow-up sequence.
The campaign was intentionally basic, making it a useful test of the underlying lead quality rather than a sophisticated email strategy.
Email delivery remained exceptionally high across all three messages, while open rates improved as the sequence progressed:
Email 1 open rate
Email 2 open rate
Email 3 open rate
For an inexperienced cold-email campaign, the growing engagement suggested the prospects were highly relevant to the reverse mortgage keywords being targeted.
40 targeted leads → strong email deliverability → rising engagement
A clear example of how relevant, intent-driven leads can create meaningful engagement even with a very simple follow-up campaign.
