Companies wishing to revive the potential of names on seemingly-dead business lists have been advised to undergo a “lead nurturing” campaign.
The recommendation has been given by respected research firm Marketing Sherpa, which has highlighted the use of testing in order to find the magic direct marketing formula.
Response levels from individual targets can be tested with a number of different techniques, including “collateral offers, email message copy, subject lines and landing pages”.
“The key to a good lead-nurturing program is finding the right combination of relevant content and messaging frequency to keep your brand top-of-mind,” summed up the sector experts.
“The only effective tool for online marketing available today is through sending emails to the potential clients,” she concluded.