Emailified

This is one of the most common questions that comes up in most marketing organizations once they start email marketing or lead nurturing programs. The problem is: this is a wrong question to think of an answer for.

When you think of “how often” without any other criterion you are basically thinking of how often should I bombard my message to my list which is fundamentally a big problem. Your prospects don’t like to receive generic messages every 3 weeks from anyone and even if they don’t unsubscribe you can be sure that they have tuned out your messages and your response rate reflects that.

You have you view email marketing and more specifically lead nurturing campaigns as tools to build real world-like conversations with your prospects. In a real world, a conversation is always personalized based on how it started and how it evolved and its important to do just that with your marketing automation campaigns using tools like Nurture, Eloqua and others. Track what you send to your prospects and send the next email based on what the customer response was so that it is personalized to their reaction to your first email rather than a generic disconnected one.