Despite a sizable investment in marketing-automation software, many marketers approach marketing with an ad hoc approach — a series of blast emails designed to fill a newly identified gap or need. While this approach does at least keep your company name in front of your audience, there is copious overhead in the creative and deployment processes that create an unnecessary drain on your resources.
Marketing automation, be that a drip or a nurture campaign, will capitalize on the repeatability and scalability of a design series that is developed specifically for the:
With any marketing campaign, your primary goal is to increase engagement, raise lead scores, and determine sales readiness in order to pass the lead to sales at the most-appropriate moment. Achieving this with a series of unrelated one-off blast emails is exponentially more difficult than the development of a consistently designed and carefully deployed automated program.
In this article, we will discuss various implementations of the three email types — one-off blast emails, top-of-mind drip marketing, and purchase-enticing nurture marketing — and how you can use this combined approached in order to meet the primary goal.