Post by account_disabled on Dec 20, 2023 8:18:35 GMT
Some examples of secondary conversions are: following on social networks, talking to a consultant, downloading complementary material, recommending to a friend, watching a demo, among others. Due to this variety, depending on the level of the content downloaded. Offers more related to the Purchase Decision (or the next stage of the process) can be sent the further along the conversion is. Lifecycle Email As we said, the key to the success of these and other types of campaigns is segmentation. There are various ways to segment, and one that should be considered by any company is segmentation based on the stage in which the Lead is within the Sales Cycle.
Some of the stages to be considered are: Lead, opportunity being Special Data worked on by the commercial sector, active customer (in the case of companies that work with recurring payments), customer who has already made a purchase (it can even be separated into a recent purchase or since more than x months ago), ex-clients, among others. It is important to keep in mind that for each stage, there are specific offers that can be sent by email, since in each case there is a different objective: teach, sell, upsell or upgrade, commit, recover, etc. Marketing Automation Many of the types of emails mentioned above work together with a Marketing Automation strategy.
Since the entry “trigger” in an Automation Flow is an action executed by the Lead – be it the download of a material, clicking on a certain email link or a specific response in a form – the emails that that Lead will receive will be highly segmented, not only by their profile and interest, but also by how advanced that Lead is in the Purchase Process. A very common case in automation, for example, is the following: the company sends a promotional campaign offering an eBook or a newsletter with links to various offers. Then a Lead downloads some of those materials and begins to receive emails with complementary content.
Some of the stages to be considered are: Lead, opportunity being Special Data worked on by the commercial sector, active customer (in the case of companies that work with recurring payments), customer who has already made a purchase (it can even be separated into a recent purchase or since more than x months ago), ex-clients, among others. It is important to keep in mind that for each stage, there are specific offers that can be sent by email, since in each case there is a different objective: teach, sell, upsell or upgrade, commit, recover, etc. Marketing Automation Many of the types of emails mentioned above work together with a Marketing Automation strategy.
Since the entry “trigger” in an Automation Flow is an action executed by the Lead – be it the download of a material, clicking on a certain email link or a specific response in a form – the emails that that Lead will receive will be highly segmented, not only by their profile and interest, but also by how advanced that Lead is in the Purchase Process. A very common case in automation, for example, is the following: the company sends a promotional campaign offering an eBook or a newsletter with links to various offers. Then a Lead downloads some of those materials and begins to receive emails with complementary content.