Maturation leads to saturation


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“Doing those follow-up campaigns, whether it's sweetening the offer or providing another incentive to move these people further down the sales cycle, is a key part of any e-mail marketing strategy, particularly in the b-to-b world,” Jenkins said. “But it's something that's not done by most b-to-b marketers. It's not overly complicated from a technology or manpower standpoint.” Finally, metrics will ultimately help e-mail marketers prove their programs' value to senior management, Jenkins said. Instead of sharing only opens and clicks, marketers should explain e-mail marketing's success in high-level business terms. “Speak their language. Develop a business plan and a presentation that captures the value of the e-mail program,” Jenkins said. “If I was an e-mail marketer for a brand, for the security of my job alone, I'd have a presentation in my back pocket ready to go that outlines everything that this e-mail program has done. Senior management might not know about things like the increase in site traffic or the amount of leads driven to offline channels.” M
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