Getting new leads on your list is important but it’s not the end of the road. You need to build a relationship with them over time so that they convert into sales.

I developed a new automated welcome series for a mid-sized environmental nonprofit that was personable and action-oriented. Open rates on this series were higher than regular email opens, and a surprising number of new leads responded to the welcome series thinking that it was a personal email, immediately establishing the personal touch brand that nonprofit was developing.