Email Nurture Process

INFUSE – Email Nurture Process Guide

Specifications

Type of Campaign: Email Nurture - This is an add-on to a regular content syndication program.

Email Nurture includes the client’s choice of 2-6 additional email touches.

Type of Content that can be used: Any content such as Ebooks, Case Studies, Whitepapers, Articles, blogs, infographics, webinars, demos, etc.

Requirements: The number of touches indicates how many assets are needed

• Ex. Single Touch + 3 Step Email Nurture = 4 pieces of content

Email Domains:

We maintain several domains for such promotions and can't identify which would be leveraged at this time. Once the campaign is assigned, we should be able to provide an update on which domain will be used.  

Timelines:

•  Promotional Materials/Creatives 2-3 days from receipt of assets

• Updates applied to creatives 1-2 days from receipt of feedback/required edits

• Campaign Launch immediately after receipt of all campaign criteria & approval of creatives

• First Lead Delivery typically 5-7 days from the campaign launch

• Email Nurture 1 email sent per week for each nurture touch

• Final Reports shared 1 week after nurture completion

Reporting:

Lead reports are submitted weekly as leads are generated.

• Leads will be uploaded through the designated integration platform.

• The reporting includes:

  • Lead's contact and business card information

  • Content piece each lead has engaged with

  • Custom Question answer (if applicable)

Nurture reports are provided Mid-Term & Upon Completion.

• Mid-term reports are shared when 50% of the leads have completed 50% of the nurture sequence.

• Final Reports are shared once all leads have completed all steps of email nurture and any unsubscribed leads have been replaced.

• Nurture Reports include:

  • All lead details

  • The stage of nurture for each respective lead

  • Whether or not each lead engaged with each specified piece of content throughout the nurture phase

Lead Generation Summary Report: The Final Campaign Summary report is provided once all leads have completed all steps of email nurture and any unsubscribed leads have been replaced.

• This report includes:

o   Campaign Performance:

• Number of Unique Leads

• Number of Assets

• Number of Unique Companies

• Number of Industries

o   Job Titles Overview:

• Job Titles Captured

• % of Leads by Job Titles

o   Company Size Overview:

• Company Size Range Captured

• % of Leads by Company Size

o   Industries Overview:

• Industries Captured

• % of Leads by Industry

o   GEO Spread Overview

• % of Leads by Geo

o   Insights and recommendations upon request

Process flow:

• Campaign Criteria are received by INFUSE.

• Criteria analyzed by INFUSE operations team.

• Assets must be provided by client at least 10 days prior to campaign launch

• Upon receipt of assets & content sequence* the landing pages and email samples are built within 2-3 days.

o   *Client can designate content sequence, or this can be recommended by INFUSE, however, the client must confirm/approve the desired sequence

• Creatives sent to client for review.

  • • Infuse can also provide examples of emails for the client's benefit.

• Feedback provided by the client (approval or edits needed)

• Edits applied within 3 days (if applicable)

• Revised creatives shared for final client approval (if applicable)

• Campaign Launched upon client approval.

• Content Syndication portion of lead generation begins and continues throughout the specified campaign duration.

• First batch of leads delivered within 5-7 business days.

• First batch of leads begin email nurture sequence 4-6 days after initial engagement and continue to receive 1 email per week throughout the specified number of nurture steps*

o   Emails are sent from ITCurated set of domains.

o   *If a lead unsubscribes/opts-out during the nurture phase, the lead will be replaced with a content syndication lead prior to campaign completion

• Mid-Term Nurture report is provided when leads are halfway through nurture.

• Campaign is considered completed once all leads have completed email nurture and unsubscribed leads have been replaced.

• Final Reports are provided 1 week after campaign completion.  

Rejection and Replacement:

• Leads that are rejected for the following reasons: 

  • Incorrect contact information.

  • Incorrect business card details.

  • Client opt-out during the nurture process (note that leads who opt out after the "nurture campaign" has been completed will not be returned on this basis.

• If a lead is replaced for one of the above reasons it will be replaced with a single-touch lead.

  • Please note that we charge the same for all leads within an order. It is a bonus that we replace the unsubscribed leads as this is not standard across nurture programs in the industry. It is important to note that our unsubscribe rates are extremely low for these types of programs, so rest assured such replacements should not impact the overall performance of the campaign.

Privacy Language and Opted Out Leads: 

• If a lead unsubscribes during the nurture phase, they are opting out of receiving promotions from Infuse only, they would need to opt-out from the end client separately if they no longer wish to be contacted at all - there are no ramifications for publishing partners if someone opts out of our email promotions.

• Infuse will provide privacy language in their landing pages, the client is also welcome to use their own language or edit the current privacy language as needed. 

Additional Notes: 

• Email promotions can be created in different languages.