Dynamic Digital Marketing

Chapter 13Send – The C.L.E.A.N. Customer Cultivator

It’s hard to believe that email is nearly 50 years old and actually predates the internet!

The C.L.E.A.N. Customer Cultivator is a simple five-step process looking at the entire customer lifecycle and how to communicate your message throughout that person's specific interactions with your business or brand. The techniques we teach at the academy are centred around marketing based on your prospect's behaviour at a time when it's relevant and they are interested.

Marketo found that marketing automation emails had 59% better click-to-open rates, and a whopping 147% higher overall click rate, over bulk promotional emails.¹

Benefits of email marketing

• It beats social by 40 times for customer acquisition according to according to McKinsey.²
• And for every £1, email marketing generates £25 in ROI according to VentureBeat.³

The main benefits are cost, speed, and almost instant returns on investment.

Every business will have a natural attrition of subscribers on their databases. To combat the loss of data, a steady flow of new prospects is important to maintain the levels of business required to be sustainable – and of course profitable.

FIGURE 13.1 The C.L.E.A.N. Customer Cultivator.

Also consider that not everyone who joins your email list will be ready to make a purchase or sign up for a service. Email gives you the opportunity ...