Effectively promote webinars through email campaigns

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Each of those actions corresponds to a customer’s need. Why did they fill in forms for papers (and why those papers) or want to sign up for product trials? You should be aware of the customer’s objectives and tune your email content to meet those needs and objectives. Each action also generates data you can feed into your automation tools to create highly personalized messages for many different objectives. When you understand those common factors, you can shape your email content so that every email you send helps your customers get closer to accomplishing the goals that meet their own needs, as signaled by their behavior.

That’s how automation, that great “impersonal” tool, helps homeowner data you create personalized, service-based messages, something you can’t do with broadcast email no matter how lovingly you handcraft it. Two key questions to answer: why do customers come to your site? In the introduction to this article we said lifecycle messages aim to meet customer needs. That’s a key point, because it drives home the reason why you use a service-oriented approach in your messages instead of just trying to sell all the time.

Why did your prospects come to your site? Why do they need a particular white paper or want information about a product trial? A sales pitch won’t appeal to people who are just starting a quest – too much too soon can scare them away. Your messages can instead nurture your enquirers and qualify them for different levels of follow-up actions, such as sending helpful information, links to your faq or user group, case and use studies, related white papers, specific blog posts, videos, podcasts and recorded webinars and whatever else you have on offer.