SpinSix Strategic - Marketing Design

"Nurture marketing" refers to communicating (usually via email) with a recipient in an automated way that results in moving the individual along into the next stage in your sales cycle. There are two types of nurture emails: 1) Drip emails, which are automatically sent out to a pre-determined group of recipients (or customer segment) on a specific date and time, and 2) Trigger emails, which are sent when a specific condition or action takes place.

Drip emails are usually based on a mix of demographics and customer segmentation (for example, everyone who attended a particular conference) while trigger emails are based on the recipient's unique behavior. For example, a recipient might receive a "triggered" email because he visited a Web page, abandoned his shopping cart, downloaded software or a white paper, or clicked on a link in a previous email campaign. Or, as another example, if we notice that a prospect has never opened an email from you, it might trigger the marketing system to send an automated, personalized direct mail piece instead.

Most marketers treat everyone the same, regardless of their interest level and lifecycle stage. Sophisticated marketing goes much further. At SpinSix, we know that true one-to-one marketing means sending the right message at the right time to coincide with customer's mindset during each stage of the customer lifecycle.

LINCS, our proprietary technology platform, helps bridge the gap between sales and marketing by routing real-time conversion and other marketing data from both your online and offline initiatives to your Sales Force Automation (SFA) system, your Customer Relationship Management (CRM) system, or any marketing database to enable you to integrate highly personalized lifecycle data into your nurture marketing campaigns.

See Also:

Direct Marketing, Lead Generation,