What do I do if a lead does not respond when the campaign ends?
Don't give up on a lead if you don't get a response during a campaign. If a lead doesn't respond, keep them on your lead list and include them in future campaigns.
It's important to continue to engage with old leads because you never know when they will be ready to work with you in the future. A lack of response to one campaign often means the timing just wasn't right for them yet.
It is still appropriate to follow-up with a lead that hasn't responded when you have a business announcement, new offering, or even every 3 - 4 months just to stay in touch.