What does it take to qualify a lead or move a prospect from browser to buyer? You can use email sequences to understand how different journeys affect conversion and retention. For example, email testing reveals that conversions are higher when an ebook is shared early in the lead nurture sequence. This information is shared with the sales team who use the topic in lead discussions, and with the content team who consider how it compares to the buyer's journey they assumed. Sharing email information across the enterprise has many benefits. It puts real, customer-focused data at the center of strategies, helps every team use their budget most effectively based on proven insights, and improves communication so everyone can work toward common goals.
However, a few essential elements must be in place for the Perform Pillar to be effective. To start, the other two pillars must be in place. A streamlined per-shipment process ensures teams can increase throughput while reducing errors. Plus, post-send analytics tools provide email marketers with the insights they need to continually improve. A business job title email list also needs organization-wide buy-in and collaboration to realize the benefits of sharing this information. Set Up Your Email Campaigns for Success There are three crucial elements to creating a cutting-edge email program, and we're breaking them down one by one. Dive into the first pillar and learn how to optimize every step of your per-shipment process, so you're armed for success.
Download Your Copy → Spot Changing Customer Preferences While some email subscribers come and go, overall email is a consistent and measurable channel. This means it's a gold mine for tracking trends and preferences over time, especially with the most engaged subscribers. For example, as a segment matures, the messaging team notices that the cohort is no longer as interested in a content topic as they once were. By passing this information to the C-Suite, management can launch a customer research campaign that reveals that customers are changing and that a changed strategy is needed.