Nurturing leads or unsubscribes: Marketoon of the Week

Affiliate Marketing

In the Marketoon this week, we look at the fine art of email nurturing campaigns.

Fishburne’s take: “Marketing automation sometimes has the feel of an arms race. Every company has access to the same tools and similar prospects. This has resulted in an avalanche of generic semi-personalized communication.” 

Why we care: Email is a very old channel by technology’s standards. At the very least, use it to deliver an updated app-like experience in email (like the one LATAM offers to travelers). But though a fine-tuned email campaign can work magic, badgering your contacts will only frustrate and send them packing.

About The Author

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Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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