Marketing Automation For Dummies

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.

Getting ...