Every once in a while, you get an idea for a smart Marketo hack that makes perfect sense because it works so well. I had one of those and the result was amazing. We increased nurture engagement 10X when we sent the next sequential nurture email the following day instead of waiting! Here’s the story.
One of CA’s marketers asked if there was a way that I could configure an engagement program so that a new person would not have to wait to receive an email for the week or so until the next cast. For example, if I just cast an email yesterday, and the cadence is every two weeks, could I accelerate the process by sending them an email tomorrow—striking while the iron is hot!
One thing to note about CA Technologies’ engagement architecture is that we use programs within the streams to get more fine-grained reporting and control of our lead flow through engagement.
Here is the scenario BEFORE acceleration:
Here is the scenario AFTER acceleration:
The results were amazing. Before acceleration, we had a 3.7% click through rate, and we increased to a 38.5% click through rate by accelerating the sending of the next email!