Turning a new email address into a brand advocate, donor, or customer requires more than just a few well-crafted emails. That is a one dimensional approach. It takes connecting with people and opening up at least three relationship pathways, or different communications channels that people can be engaged through. A little while back I wrote a post titled Is Your Lead Nurturing 3 Dimensional? It provides some background on this subject.
It is not that difficult to create a three dimensional nurturing campaign, but very few organizations ever consider it. Here are three strategies for effective 3D Lead Nurturing: