Email campaign management strategy?

Laura -

When using email for generating and nurturing leads, i want to first ask that you do not buy/rent mailing lists, as they typically perform terribly.

If you are using email to generate/nurture leads by offering valuable content and offers, and are using natural list growth from your website, then we should talk!

First and foremost, you MUST have a Welcome email. I don't care if it's a single email, or a series of emails, you want to Thank the newly-joined subscriber for giving their permission to be marketed to.

In the Welcome email, you should always outline the benefits for subscribing, and set expectations on frequency and content. Let your prospects know how they will benefit from email, and be sure to meet all expectations set.

Welcome emails enjoy the highest open rates of any email campaign; don't lose this opportunity to start on the right foot with your leads.

Specific to nurturing the leads, the most important strategy is to be relevant! Use email engagement, user-defined content preferences and website activity to drive email content, and I promise your leads will want to receive your email and engage with your organization.

I hope this helps; please reach out if you want further detail.