Spray and pray is not an email nurture campaign strategy. Yet, many businesses embark on nurture campaigns with the wrong messaging, dirty lists and no real strategy, resulting in lost time and money, poor results and possibly losing existing and potential customers due to over-messaging.
Whether you’re just keeping in touch with scheduled content blasts or sending triggered messages based on user actions (a download, webinar attendance, conference booth registration), there are a few elements to keep in mind to maximize your investment. Below, we detail the elements of a successful email nurture campaign:
1. Know your recipient. At the heart of a successful nurture campaign is the legwork required to understand your audience, segment personas, and plot buying cycles. This is often the most difficult part of planning a nurture program and the top reason why so many campaigns fail. If you haven’t invested the time and effort here, stop,... keep reading