AIIM - The Global Community of Information Professionals

An E-Mail Dilemma for Content Management Marketing Effectiveness

Jul 26, 2016 12:59:53 PM by John Mancini

We all wrestle with the question of keeping prospects engaged.

But what happens if things seem to be at the "end" of the engagement journey?  What do you do? How do you allow people who are no longer interested in your offerings to gracefully exit?  

There are many reasons why this can happen:

  • You’re emailing them too frequently.
  • Your emails have started to feel stale.
  • They just wanted your piece of your content.
  • They no longer need what you offer.

Why is this something to be concerned about?  Why not just keep sending people email?

Because reputation is everything.

Spam Complaints + Bounce Backs = Bad Sender Reputation

So it's important to scrub your list periodically.  But how should you do this?

And how do you identify those WHO STILL WANT TO BE CONNECTED?

By focusing on those who are REALLY interested, can you improve your content management sales effectiveness?

In this Content Management Marketing Clinic, AIIM Marketing Director Tony Paille explores this question, discusses the criteria AIIM uses to determine disengagement, the workflows used to manage this process, and the metrics achieved.  Check it out.

Interested in finding out how AIIM can help you get visibility for your products and services?  

Go HERE.  Find out about AIIM Sponsorship Activities.


Why don't the old content management sales strategies work anymore?  I think it's time to take our solutions game up a notch.  Some of my thoughts in this presentation:



Take a look and let me know what you think.  If you'd like to grab some time to talk and how we might help, use this scheduling link.

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Topics: content marketing, marketing, content management marketing

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