Not too long ago, one of our clients was asking about the best way to roll out a lifecycle marketing (LCM or drip) campaign. For those of you who are not aware of what an LCM campaign is – it is an email marketing technique for sending multiple messages to a group of subscribers in an automated fashion. This client's goal was to increase qualified leads in order to boost sales.
One of our internal consultants strategized with the client regarding the project and the following criteria was established:
- Use concepts from a newly written client White Paper as the basis for the content of the emails in the campaign
- Use a call to action button to offer the White Paper as a free download
- Use existing prospects in the client's CRM system that have not been contacted in the previous 12-month period as the target