Early Stage Email Nurturing

[Anonymous]

For those of you with developed nurture campaigns - do you brand your earliest emails? We're debating whether to use email tempates (with our logo, etc.) or to make them seem agnostic/plain text in the earliest phases of lead nurturing... 

What have you used and where have you seen success?

[Anonymous]

Depends on the email. Sometimes we want it to look like it comes from a specific sales person, so the only branding will be in their signatures. Others are clear marketing messages that have a clear bannerhead that has explicit branding

[Anonymous]

Hi Emily! We use a combination of both HTML with our logo and plain text which comes from an actual named person at the company. We only use the plain text as a last resort when those individuals have not opened or clicked the HTML emails.

Both have been successful, but we definitely do a lot of testing with offers and messages to see which ones are more effective.

[Michelle_Tizian]

Yes we do. We have our company logo at the top of most of our early emails and even late stage.  Even some of the emails that are coming from SFDC have our company logo.  The ones we send to Europe and Asia especially we have our company logo, and a product image on the body of the email. 

[Anonymous]

Hi Emily,

I'd suggest that you have branding, yes, but make sure that the content isn't self-promoting. You want the content to be thought leadership content but it's important that the leads know it's coming from you and start to associate your brand with the great resources and information. Hope that helps!

[Anonymous]

Hi Emily, 
I would begin this campaign by taking a percentage of your database and doing a preliminary testing phase. Do some A/B testing and see which performs better. 
That may give you better insight into which type of email to send. 

Good luck & let us know how it goes.