Gary Vaynerchuk, one of the biggest digital marketing big brains out there, likes to say that marketers ruin everything.
What he’s saying is that a few of us find something new that works and the rest of us flock to it, use it entirely too much, and completely degrade its impact.
But while Vaynerchuk paints broadly, his “ruin everything” line best applies right now to the world of email nurture campaigns, which can have a hugely beneficial impact on the sales and marketing funnel; but it seems like today, there’s nothing more disruptive and, frequently, more useless to a prospect. That’s because most of us are doing it wrong.
Here are the two biggest ways marketers ruin nurture campaigns and how to avoid them:
1. Campaigns that try to qualify too many leads
Because of the amount of effort required to get a nurture campaign up and running, marketers rightly place a lot of pressure on themselves to get a worthy return on their investments. Fair enough; but let’s level set on what that return should be.
Two Ways Marketers Ruin Email Nurture Campaigns: How to Avoid Both
