In a previous blog post titled Why You Can't Afford NOT to Have a Lead Nurturing Campaign, I talked about the importance of capturing leads and staying in front of them. If you've read that post, you might remember that 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.
We know that staying in front of our leads is a crucial component of moving them through the sales cycle and eventually converting them into customers. We also know that email is the major tactic that we use for lead nurturing. But keeping up with regular email marketing to your database can be incredibly time consuming, especially if you're sending targeted emails to different lists based on their behaviors. This is where email workflows come into play. Let's examine what an email workflow is and how it can help your business.