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Top 10 best practices for effective nurture campaigns.
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Establish auto-generated emails for the first response to bring touch rate to 100%
Select asset types that speak to the specific stage of the buyer’s journey
Leverage infographics, instructographics, and mini white papers Feature quick tips and ROI case studies to garner the best response rates.
Be mindful of where the prospect is within the customer lifecycle What does their digital behavior reveal about data preference, consumption cadence, buying stage, and topic of interest?
Do not over email. At a maximum, send an average of 9-12 emails per quarter
Typical email cadence should be between 7-10 calendar days
Use horizontal messaging if the marketplace is immature
Message by industry vertical and/or job role if the marketplace is a known entity
Email copy should be simple, explanative, and written for a 7th grade level
Make sure each call-to-action is clear and conciseRegarding placement within the email, position your call-to-action at the crown and base of the copy.
To access more best-practice recommendations for nurture campaigns, visit our Resource Library at www.marketingadvocate.com/resources.
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