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Lead Development Programs: Executing Effective E-Mail Messaging with Integrated Lead Development Programs
Timing and Scheduling of E-Mail Message Transmissions 13-2
Scheduled And Ad Hoc, “Spot” Transmissions By Sales Reps 13-2
• Examples of “Triggering Events” that Increase Selling Opportunities 13-2
• Marketing’s Response to “Triggering Events” in the Lead Development Process 13-3
Scheduled E-Mail Message Transmissions 13-5
• Editorial E-Mail Content 13-5
• E-Mail Prospect Newsletters 13-5
Targeted or Scheduled Promotional E-Mail Announcements 13-7
Sequenced Autoresponder E-Mail Message Transmissions 13-8
• Sequenced Autoresponder Applications for B2B Lead Development Programs 13-9
• Sequenced Autoresponder Programs: Factors to Consider 13-10
• Content Selection Decisions for Sequenced Autoresponder Mailings 13-11
Managing, Measuring, and Adapting Your E-Mail Messaging Programs 13-13
Creating an E-Mail Messaging Schedule for Your E-Mail Messaging Program 13-13
Execution of E-Mail Messaging Programs 13-15
Targeting Content to Prospects Throughout Your Company’s Sales Cycle 13-17
Tracking and Measuring Your E-Mail Messaging Program 13-18
• Common E-Mail Measurements 13-18
• Deliverability Rate 13-18
• Open Rate 13-19
• Click-Through Rate 13-19
• Forms Completion (or Download) Rate 13-20
• Opt-In Rate or Unsubscribe Rate 13-21
• Observing, Assessing, and Comparing Key E-Mail Measurement Rates 13-21