Promotional Emails
While most of your emails may fall into scheduled campaigns and workflows, your promotional emails don’t. Instead, they’re used as an opportunity to be timely and promote a particular campaign or event.
“You can use time to your advantage to help promote things,” says Guido Bartolacci, Head of Demand Generation at New Breed. “It’s about getting your readers to take a specific action when you want them to.”
Promotional emails offer additional control over mom database the content, subject line and timing of an email in that no action is required by the user to receive them; they can be used to drive any action at any time based on the sender’s discretion.
At New Breed, we use these emails to promote our upcoming webinars. A perfect example is our last-chance registration reminder that goes out two hours before the webinar begins. This gives us ultimate control over the email and allows us to include the fact that the webinar is just two hours away in the subject line in an effort to drive urgency.
Discovering Fit
fit-interest-matrix
The fit and interest matrix is used for scoring leads and determining which prospects are worth pursuing. A necessary part of any email marketing strategy is the emails you send to learn more about contacts.
First conversions are generally weak — you may not get a company email or the necessary details you need to accurately segment the prospect. The objective of these emails is to identify whether the prospect is a good fit for your product or solution.
The most important detail you know at this point is what a prospect downloaded to convert on your website. A discovering fit email sends them similar content to further nurture them. In doing so, you’re driving these prospects to download additional gated content and provide you with more detailed information so you can determine their fit.
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“If you’re using a ToFu, MoFu, BoFu model as we do, your content should be aligned with these stages to continue to learn more about the prospect as you go down the funnel,” says Guido.
When utilizing these emails, it’s also important to modify your form strategy to support them. As prospects move into the middle and bottom of the funnel, conversion opportunities should require business emails.
By collecting the right information on these prospects and qualifying them for sales, your team is better prepared to address their pain points and challenges further along in the process.
“It’s important to identify fit and use these emails so by the time the sales conversation comes around, you’re ready,” says Guido.
