Instead of just capturing an email, Winnebago created a two-week nurture sequence for brochure downloaders. The series offered deeper product specs, influencer videos, and brand reinforcement, directly leading to a massive, attributable lift in sales for a high-ticket item.
The dealership automates a customer satisfaction survey post-purchase. Only customers who provide a perfect 10/10 score receive a follow-up email requesting a Google review, ensuring a stream of positive public feedback while internally addressing anything less than perfection.
When a lead form is submitted, marketing can instantly trigger a personalized email appearing to be from the assigned sales rep. This bridges the gap before the rep can make a call, acknowledging the lead immediately and setting expectations for a follow-up call.
Instead of showing the same form fields to a known contact, progressive profiling technology recognizes them and asks a new, single question (e.g., "how many employees do you have?"). This builds a richer lead profile without the friction of a long initial form.
After an immediate first email and a follow-up a few days later, the third email in a welcome series should be sent on day eight. This matches the day of the week they signed up, capitalizing on the possibility that this day represents their free time.
For content like a product brochure, don't force an email submission. Instead, allow an instant download while offering an option to also receive it via email. This respects user intent while still capturing high-intent leads who value the convenience of an inboxed copy.
Instead of automatically disqualifying leads with generic email addresses, track their behavior. A user with a Gmail address who clicks a link about "what to look for when hiring" is showing strong buying signals, making them a qualified lead worth a salesperson's time.
A welcome email is more than a confirmation; it's a prime opportunity. Capitalize on the user's peak engagement by immediately including a call to action. For e-commerce, this should be a direct prompt to start shopping, as that is likely why they subscribed.