Getting someone to opt in to SMS is a win. But the opt-in itself isn’t the strategy. Someone has just given you permission to communicate through one of their most immediate, personal and protected channels. What happens next can determine whether SMS becomes a useful part of the customer relationship or another stream of promotional messages they quickly tune out. The first few interactions matter. You need to confirm the subscription, deliver whatever value you promised, establish expectations, and decide how SMS should fit into the broader customer journey. And that […]
Your lead nurture campaign is running. Emails are going out. People are opening them. Some are even clicking. But leads aren’t moving forward. When that happens, it’s tempting to start tweaking subject lines, rewriting emails, or changing the send cadence. Those things can matter, but a nurture campaign that isn’t converting often has a bigger problem. The audience may be wrong. The content may not match where leads are in the buying process. The workflow may ignore signs of changing intent. Or you may be measuring email engagement without looking at whether the nurture is actually doing what it […]
Every field you add to a form gives you another piece of information about a prospect. It also gives that prospect one more reason not to complete it. That creates a familiar problem for marketers. Make a form too long and conversion rates can suffer. Make it too short and you may end up with contacts you know very little about. Remove too many safeguards and an apparent increase in conversions could actually be an increase in spam and bot submissions. Good form optimization is about finding the right balance. The goal isn’t simply to generate the highest possible number of form submissions. It’s to remove […]
This month’s updates make it easier to navigate the emfluence Marketing Platform, edit workflows, and personalize content. We’re also sharing the new Drag & Drop Email Template Builder and online certification courses. Here’s what’s new: Updated Menus and Navigation Our latest UI updates include a refreshed navigation experience designed to make key tools and options easier to find. While the functionality remains the same, you’ll notice a cleaner, more streamlined layout. The left-hand menus have been updated, and a new row below the top navigation now brings breadcrumbs, search, options, […]
How often should you send marketing emails? It sounds like a question that should have a straightforward answer. Once a week? Twice a month? Every Tuesday at 10 a.m.? Unfortunately, there isn’t a magic number. The right email frequency depends on your audience, what you’re sending, why you’re sending it, and how subscribers respond. A cadence that works perfectly for one organization could overwhelm another audience or leave valuable opportunities on the table. That’s also why relying too heavily on email frequency benchmarks can be misleading. Benchmarks can give you a starting point, but your own subscribers will tell […]
