You don’t want your inbox stuffed with ads from companies you only interacted with once. And neither do your leads. But if you don’t email them at all, they’ll gladly forget you exist.
So how do you nurture cold leads and low-intent contacts without becoming the very thing you hate?
Today’s expert shares the data-driven, personalized monthly drip campaign designed to educate, not irritate. And it doubled follow-up actions while cutting unsubscribe rates by 28%.
Inside Scoop
HubSpot’s marketing team had a list of about 300,000 low-intent small business contacts who received the same generic marketing emails. Some filled out a form. Some poked around on free software. All of ’em got the same spiel.
The team realized AI could help, but not where you’re thinking. Writing 300,000 AI-generated emails would tax their credit cost (and probably the readers’ goodwill). Instead, the tools did the homework: Sorting contacts and figuring out what they care about.
The key? Targeting the job to be done, not the job title.
Learn what I mean inside...
Open Tabs
This week's email was brought to you by Curt del Principe. Editing by Laura M. Browning.
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