This content has been marked as final. Show 4 replies
Marketo won't send the same asset twice. However, you oculd clone the email and rename it. You could either add it to the bottom of the stream or create a new stream ("Round 2") with the cloned emails.
If you don't have the resources and mainly want to focus on those that engage, I'd make a separate stream for those that haven't engaged and place emails in here with a lesser cadence? Just a suggestion but it really depends on your own business buy cycle and what content you have.
Maybe the best set up would be to have 3-4 rounds of the first stream that recycles the same content and a lead moves from the first stream into rounds 2, 3 and 4 when exhausting the content. If however a lead engages in someway we could move them into a more mature stream that has fresh and perhaps more in-depth content (and skip any remaining rounds of the recycled content).
Has anyone tried a setup similar to this?
Last year, we ran a program with duplicate content in streams that accelerated delivery upon engagement. It didn't perform as well as we hoped.
As Kim mentioned, it all depends on your audience and your goals. If you are trying to stay in front of prospects until they engage then what you describe is a great starting point. This is especially true if you keep it all within one nurture program and have appropriate membership statuses (including success) for reporting.