Call it email autoresponder campaigning or drip marketing. I actually call it lead nurturing. No matter how they’re known, though, they all have the same effect: They put your brand at the top of your prospects’ minds. They’re even more effective when you’ve attracted them to your site or premium offer with an inbound-marketing campaign.
Combining a lead-nurturing campaign with a premium-content publication or special offer, and even tossing in a free trial or demo of your product or service to kick things up a notch (sorry, Emeril), can increase your conversions and give you a greater return-on-investment (ROI) than outbound marketing. Here’s how.