Email Marketing Framework for Nurturing Your House List

November 8, 2012 | by | Category:

As a marketer, your house list is the most important thing in your life.

A house list is a list of opt-in e-mail subscribers that you’ve generated yourself. A few example of a house list are: subscribers to your monthly newsletter, a list of current customers, or a list of your prospects who want to be notified of special offers.

In a typical B2B sales cycle, most of the demand you generate today will not be sales-ready for several months or maybe even years. Nurturing your house list allows you to provides highly relevant content to your prospective buyers early in the buying process that aren’t yet ready to buy. Nurturing can build brand, trust, and product preference so that when your prospects are ready to buy, your product is top of mind.

There are 6 steps when launching lead nurturing campaigns. This is a step-by-step framework for engaging with your house list: segmenting your house list, setting your goals, establishing your baseline, planning & executing your campaign, delivering nurtured leads to sales, and measuring/sharing your success.