Most email marketers will spend a lot of time researching clients and making sure they have the right people in the emailing list. But what happens to these contacts after you have started emailing them and their preferences change? Do you continue sending them the same emails, or do you adapt?
Your data is one of the most valuable assets in your company, which is why you should always look at your contact emailing lists as being dynamic rather than static. This means, just because a client is interested in one thing, doesn’t mean they’re going to be interested in it after a few weeks or months.
Let’s imagine one of your contacts has been identified as a ‘hot prospect’ during your initial research. However ‘stuff’ has happened in their business since then, and although they are technically still a ‘hot prospect’, what you are marketing to them is no longer a priority. If you continue to bombard them with ‘hot prospects’ messaging, your emails are eventually going to become just another piece of spam in their inbox, since they are no longer interested in what you have to offer. This is obviously not ideal, as they are still a valuable client and you have spent a lot of time and effort carefully positioning your brand ready to make a sale.
If you had been continually tracking your contacts’ engagement across both email and your website, you would have discovered that they were no longer interacting with your content in the same way they used to. This is when you should move them down a gear into a nurturing campaign, where you can maintain low levels of communication whilst still keeping in contact. You should move them back into the original sales funnel when they start to engage with your emails again. This can be easily done by setting up a trigger which does this automatically for you.
If you wanted to get really smart, you could combine a series of triggers, so that if a contact went on to visit your website, they would set off a series of specific sales emails related to the page they had visited. After that you can go on to giving them a call and see if they are interested. If they are, you can automatically move them back into the original ‘Hot Prospects’ emailing list to continue the targeted messaging.
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