This case study shows how a multi-touch segmented e-mail nurturing program for software company Mark Logic garnered a 10% response rate with specific, resonant messages and complementary content. The program helped Mark Logic leverage its house list for maximum ROI.
The lead nurturing program was based on a set of four "personal" e-mails with specific, resonant messages sent over a period of several weeks offering unengaged leads an opportunity to engage with Mark Logic. A senior sales development representative called the program "the best marketing program that we've ever done to touch people that we haven't touched in a long time."
