A director of marketing with whom I worked on a content marketing project wanted feedback on her team’s email marketing automation campaigns. So she sent me an email automation flowchart.
It was expertly organized, with decision diamonds based on prospect characteristics and behaviors, specific cadences spelled out, exclusion lists based on prospect activity, and purchase flows. The flowchart illustrated the true and awesome potential of marketing automation to send emails based on characteristics and behaviors, instead of just batch and blast.
