Skip to main content

Adobe Summit 2022 - Email nurturing takeaways

[PLACEHOLDER]

I had the pleasure of attending a number of sessions at the 2022 Adobe Summit and one of those sessions was by Don Mayberry on the importance of email nurturing in driving business outcomes. Don shared many interesting perspectives on email nurturing and strategies that really resonated with me. Don described these concepts through the lens of Marketo Engage but they can be easily applied using other marketing automation tools in the market including Adobe Campaign Classic, Salesforce Marketing Cloud, HubSpot, etc. 

Photo by Richard Horvath on Unsplash


Here are the key three (3) takeaways:

  1. Don compared the importance of nurturing email campaigns in generating sales to the nurturing of a young plant until it bears fruit. He highlighted that nurturing email campaigns may not lead to sales conversion right away however if done correctly it will sow the seed for future conversions.
  2. Don shared six (6) nurture tracks for email marketing. 
    1. The Red Carpet Track - An example of this is a welcome email once a user subscribes to a newsletter or signs up for a service. This is a great opportunity to welcome a new user or customer to the product and service.  
    2. The Boomerang Track - An example of this is to re-engage prospects who are rejected by the sales team. The prospects may not be ready at that time for a sales conversion however by using the reason behind the rejection by the sales team a targeted engagement track could be orchestrated to convert these cold leads into hot leads.
    3. The Gopher Track - We are all familiar with this track. An example is the monthly newsletter track or weekly flyer emails. The objective of this track is to pop up to the users at a set cadence and stay relevant even if the user is not ready to buy right now. This track can create a fertile environment for future leads to generate.
    4. The Gorilla Glue Track - This is the retention track. This is the opportunity marketers should capitalize on to keep the loyal customers engaged and come back for recurring sales. This is the track to keep customers glued to your service or product. This is an opportunity to show customers that you value their business.
    5. The Baby, Come Back Track - This is the track to win back your audience. This must be a targeted engagement campaign to bring back audiences who are not engaging with the email content by using targeted messaging and offers. A great example would be to send them a survey and use the responses to better cater the content in the emails.
    6. The Detective Track - This is the track to reach out to users with insufficient data to score them. An example of a detective track will be an email campaign to carry out progressive profiling. For example, you have users who are attending your thought leadership webinars but you do not have their company or job title to accurately score them. This is the track to identify these users and send them a targeted campaign to capture these relevant information.   
  3. Don also highlights the importance of curating the content of the emails based on the user’s position in the marketing funnel. Don emphasizes the importance of sending the right content to the right person at the right time. 
    Don emphasizes the importance of sending the right content to the right person at the right time.
    1. Top-of-the-Funnel (TOFU): If a user is at the top of the funnel this may mean keeping the user engaged and the content relevant by sending the user relevant eBooks, blog posts and research data.  
    2. Middle-of-the-Funnel (MOFU): If the user is in the mid-funnel then it may mean the user is close to making the buying decision and hence it’s relevant to send the user buying guides, service catalogue, RFP templates, etc.  
    3. Bottom-of-the-Funnel (BOFU): If the user is at the bottom of the funnel then it’s crucial to support the user in his buying decision but sending the user content which includes pricing, demos, customer case studies, service or product reviews, sales contact and most importantly offers

Marketing Funnel - by BeolleBlog


In conclusion Don’s message is to build strong email nurturing campaigns within the marketing operation to nurture the hot leads and customers of tomorrow.  

You can watch the full session here.

We hope you enjoyed this article. In our next article, we will be talking about CDP (Customer Data Platform), and the value added when combining it with the elements mentioned in our “Email nurturing takeaways” above.


Anonymous

Trending posts

Democratizing AI

Democratizing AI is all about empowering others to use it, by making it available to them. Audiences, such as marketers in a company, will be able to access AI capabilities as part of their MarTech solutions, without the need of being technical. It could also be schools, where the younger generations are learning how to use it in responsible, secure, innovative, and creative ways. This is the year where companies, after discovery phases and teams experimenting, are looking to activate and take advantage of the AI advances. Generated with Microsoft Designer   And so, questions emerge, such as “What to democratize when leveraging AI?” There are common scenarios, as well as specific ones, that will depend on the company, and the industry they belong to. A common scenario, seen in many industries, when democratizing data is the data visualization and reporting . In digital marketing, as an example, data scientists and data analysts can automate reporting, making them available to the c...
Read more

The value of listening

 Have you ever been in a conversation that you feel at best is just a waste of time; at worst, that the other person does not care? Have you been the messenger in some of them, the recipient in another? We’ve all been there; at times with family, with friends, at work. When at work, has this ever happened to you in a group meeting, at a one-on-one; when giving or receiving feedback?   Photo by Christina Morillo via Pexels   I knew the type of manager I wanted to be from the start of my mentorship. As I continued to navigate the waters, it became increasingly clear that the path I had chosen was appropriate, and therefore, the type of future colleagues I wanted to be surrounded by, and the type of mentors I wanted to continue seeking guidance from.  For me, the path has always been of being a leader over a manager. I believe I can attribute that, first and foremost, to my family’s values and  principles, and the way my parents raised us. Secondly, my path in the ...
Read more

SLA-SLO-SLI and DevOps metrics

Companies are in need of the metrics that will allow them to stay in business by making sure they meet the expectations of their customers. The name of the game is higher customer satisfaction by winning their trust and loyalty. To do so, you want to provide good products and services. Therefore you need to find ways to monitor performance, drive continuous improvements and deliver the quality expected by the consumer in this highly competitive market. Photos from AlphaTradeZone via Pexel and Spacejoy via Unsplash SLAs, SLOs and SLIs are a good way to achieve the above. They allow clients and vendors to be on the same page when it comes to expected system performance. If we go one level deeper, vendors/providers work on NFRs (Non-Functional Requirements) when working on their solutions. NFRs define the quality attributes of a system. I bring them up because the relationship between them and the SLAs is that they provide, in a way, foundational aspects for the SLA-SLO-SL...
Read more

AI Agents is the new thing to talk about

Tech is evolving faster than ever in this AI era, that it feels every week there is something new to talk about, and what you learn weeks back is no longer relevant, or “that AI tools” already has gone through changes that you need to catch up with in order to stay relevant.  Fear not, embrace the challenges and learnings, and find applications for it that are good and ethical for this present, and the hereafter.  The new “craze” is AI agents, and for good reason!  Image generated with NightCafe In contrast with AI chatbots, an AI agent can execute tasks on your behalf. If you are thinking “ that this could be agents that we leave running independently for many days for a group of deliveries ”… Well then you are correct! Are there risks? Should we talk about trust and accountability? The answer for both is yes. I already hinted at it a couple of paragraphs above, when I wrote “ good and ethical ”. AI (Artificial Intelligence) agents are software that work autonomously,...
Read more

This blog uses cookies to improve your browsing experience. Simple analytics might be in place for pageviews purposes. They are harmless and never personally identify you.

Agreed