programme is an automated set of activities that are designed to guide a
prospect through the initial phases of interaction with your organisation.
Remember, at this point the individual has agreed to sign up for more
information and has therefore expressed some level of interest in what you have
the objective during implementation should be not only to provide the prospect
relevant and desirable information, but also to instil a positive image of who
you are and what you represent. First impressions count!
Below are some tips that you should keep in mind when designing your pre-crafted content for an automated welcome programme:
With a welcome programme in place,
your automated campaign should next make the step into producing some actions
on the behalf of the customer. Remember, if your campaign objective is to
produce leads (in B2B) or sales (in B2C), then the ROI is dependent on you
bringing customers to a point where they make the choice - to buy, or not to
buy. Those who buy increase the ROI of the campaign, those who don't need to be
segmented further into "potentials" or "deadwood". The latter adds cost to the
Follow me @Sage_CRM_DavidR