A business is a system of systems-but where does email marketing fit in?

2 replies
Hi all-long time lurker, first-time poster here...

I've been binge-reading this forum a lot the past few days, as I was able to log into my long-dormant account, and have been soaking up the wisdom of certain people on this forum. I then had a question about email marketing:

Jason Kanigan wisely says that there are four systems in every business: Lead Generation, Qualification, Conversion and Fulfillment. Which of these systems does Email Marketing fit into? Is it qualification or conversion? Email marketing could even be split into two skills, no? List-building AND list "nurturing" (for lack of a better term....by nurturing I mean all the story-telling and email sequencing, etc that people put work into in order to keep the list engaged and "warm" so it's ready to be sold to when the list owner wants to send them an offer.)

So would the list building be Qualification and the nurturing part Conversion?

Hope that question makes sense. I tried searching for an answer in the forum search but couldn't find anything.
#business #email #fit #marketing #system #systemsbut
Avatar of Unregistered
  • Profile picture of the author Artkantos
    Originally Posted by Luthien View Post




    Which of these systems does Email Marketing fit into? Is it qualification or conversion?
    Email marketing is part of both systems

    Originally Posted by Luthien View Post

    Email marketing could even be split into two skills, no? List-building AND list "nurturing" (
    Yes, and you could add another skill, "selling" that will fit also in the conversion system
    {{ DiscussionBoard.errors[11725504].message }}
  • Profile picture of the author posinfo1
    There are distinct skills.

    There is the acquisition of the subscriber and then retaining the subscribers interest. Normally it is the case that you will need a lead magnet to get someone to join your list. This can be either an ebook, video training or perhaps software. The higher the perceived value of the lead magnet the more people will join your list.

    Once they are on your list you need to retain their interest. Many marketers fall into the trap of promote, promote, promote instead of a mix of quality content and offers.
    {{ DiscussionBoard.errors[11725536].message }}
Avatar of Unregistered

Trending Topics