The Point
NOVEMBER 15, 2010
Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond. The primary means of increasing relevancy is by utilizing segmentation, i.e. segmenting your list and tailoring your message accordingly.
The Point
NOVEMBER 9, 2010
I’ve praised Adobe’s marketing design before in this space, and the email below is yet another example of how a well-constructed brand standard can work equally well across multiple media. In this case, an invitation to download a recorded Webcast, Adobe combines a clean email design with clear, concise selling copy that gets to the point quickly and with a minimum of fuss.
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The Point
NOVEMBER 4, 2010
A client writes: “I notice you recommend both email AND phone follow-up to inbound leads from programs like content syndication. Our inside sales reps are fairly prompt about following up with all leads by phone. Why do I need to set up automated email response as well?”. My response: Most all of our clients combine email and phone follow-up – i.e. inside sales calls combined with some kind of automated email response.
The Point
NOVEMBER 8, 2010
On Focus.com , Holly asks: “Does marketing automation work if I only have a cold list of records? How effective would using this cold list be?&#. My response: It’s true that most marketing automation implementations involve either customers or existing prospects – people with whom the company has had prior contact – but there’s no reason why you couldn’t use the same technology against a cold list.
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