Category Archives: lead waterfall
Which e-mail Campaigns Deliver More: Broad-based or Account-based?
Every day, it gets more difficult to capture the attention of busy professionals using a broad-based e-mail marketing campaign.
More and more companies are adopting automation tools for content-based e-mail marketing campaigns that typically focus on the top few generic topics faced by everyone in their database. For most marketers who use this approach, the key performance indicators (KPIs) involve tracking and capturing opens, click-throughs, and responders. The next step is an automated drip follow-up campaign to nurture these leads and take them to the next level.