April 2014
Intermediate to advanced
312 pages
7h 26m
English
Content preview from Marketing Automation For Dummies
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Chapter 10
Sending Emails and Nurture Campaigns
In This Chapter
Getting started with nurturing
Building effective nurturing emails
Copy writing with a purpose
Effective calls to action
Lead nurturing refers to the automated process of taking a person from one step to the next automatically. This process generally involves marketing to people from the time they are leads with a basic interest to the time they are ready for a sales conversation or a purchase decision. Lead nurturing may also be referred to as drip marketing, drip nurturing, and drip emails, but they are all basically the same.
Lead nurturing is the single greatest revenue-generating source of marketing automation. You are likely to see more of a lift from well-built lead nurturing campaigns than from any other feature in your marketing automation tool. Gartner reports that companies using lead tracking and lead nurturing have seen an increase in sales-ready leads by more than 451 percent.
This chapter shows you how to build lead-nurturing campaigns and associated emails in your marketing automation system.
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.