The days of email blasts and spamming are over. In its place, we need to understand the right nurture tracks to provide incremental value and nudge leads toward sale in a way that feels human, and converts.
Understanding the right types of content to send to the right people at the right time, both for lead nurturing and to boost the sharing and forwarding of content-driven emails is absolutely key, and that's where you come in.
My client, a Nottingham success story (you won’t believe it but the business originally started with a horse and cart in the 1960s!) now takes pride in acting as one of the UK’s leading valuation and auction businesses. Having grown organically, its markets now include probate to insolvency, plant and machinery, as well as retail, vehicles, property and luxury.
And, as the business continues to grow, strategically focussed, yet family owned, it does so against a backdrop of an ever changing consumer market place, its 50 acre bricks and mortar facilities complementing an increasing digital footprint, audience and following.
You'll manage and build various email lists and campaigns, including the design templates, calls-to-action, and content used in your email sends.
Segment lists based on behaviors like past email engagement and website interactions (content downloads, site page visits, etc.).
Measure results and optimise the nurture tracks for these segments to convert leads to customers.
Work to minimise list decay and unsubscribes while increasing productivity of email sends.
Develop documentation and road maps for processes, A/B tests, and promotions that succeed through email.
You'll have at least minimum of 3 years email marketing experience within a commercial business environment, with a proven track record within email marketing, of lead nurturing, marketing automation, and/or web analytics.
Proficient using platforms and marketing automation technology, you'll be highly analytical, able to derive meaning from data through A/B testing and email optimisation, an excellent writer and communicator – both written and verbal.
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