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.