Balancing Engagement and One-Time Programs

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Balancing Engagement and One-Time Programs

We're just going live with engagement programs (woohoo!). I'm curious as to how other companies balance engagement programs with one-time programs. For example do you...

  • Send everything through engagement programs
  • Send engagement programs as 1:1 personal style emails and one-time programs as from the company
  • Something else?

What I'm running into is if someone is in an engagement program but we have a new something, like a webinar, I don't want to inundate them with emails because they are getting the engagement program and the one-off. I know I can pause engagement programs but we create enough new content that I think I would be forever pausing those. So how does your company do it?

Currently, if it helps, our engagement programs are by persona and the streams align with the buyer's journey.

Level 10

Re: Balancing Engagement and One-Time Programs

Hi Cheryl,

For your current engagement strategy, what is the cadence of those sends? And is everyone part of an engagement program? Also, do you know about how many emails/week your average lead is getting from you?

I've seen this done many different ways, but the most two common ways I've seen are: Including the invites in the nurtures, and keeping everything separate. Out of these two, I prefer to keep things separate. Although it may seem handy that you can prioritize a webinar invite at the top of the nurture program, it just isn't scalable (especially across all the personas yall have) or as easy to track.

In my experience everyone comes across this issue of volume. Nurture are GREAT for keeping leads warm, warming leads up, further education, cross-selling, etc. BUT for one-off email blast communications or for events (including webinars) this is usually better housed separately. This way you don't have to deal with "wait which leads am I missing from x, y, and z nurtures and a, b, and c audiences" and you can keep the campaigning efforts in one spot.

I'd just make sure to monitor email volume (to my questions above) and also if you have a preference center or are implementing one, this will help control their email preferences and you can include unsubscribe reason as "too many emails" to provide you that insight.