Businesses have to look to alternate means of marketing their products and services in a digital based economy. Once leads have been generated through means of social networking or through purchased list or leads generated from past sales, new and innovative campaigns must be devised to continue an ongoing relationship or foster new business relationships to ensure future success of a company.

Email campaign management can be achieved through the use of marketing automation software. By acquiring demographic data such as age, sex and education level, the market can be targeted to achieve successful results with a minimum of repetitive footwork. In the past, this type of data collection had been time consuming as well as costly of other valuable business resources.

Social media marketing allows a prospective client to opt-in to certain offers for products or services. Often they have found some post or advertisement on a website and clicked through. Single opt-in prospects have usually signed up for an email through another website membership and may not have a high level of interest, while double opt-in prospects have most likely clicked on a specific ad and have a viable interest in the product or service.

Using the customer analytics collected from the marketing automation software allows the data to be broken down into segments of high priority promising leads, leads that need to be nurtured and cultivated prior to a sale being finalized, and leads that will require more attention before an interest in levied.

Email campaign management, while offering a pliable solution to marketing needs, has been a tool that has been widely used in recent years, and a successful new campaign must be innovative to garner the desired results. In addition to developing an original lead list generated by social media, lists can be purchased or rented from reputable companies. These lists are broken down into an interest or demographic, but may have been exhausted by prior use.

Several results can be expected from email campaign management. Some prospective customers will immediately delete the email or it will show up in a spam folder. For those prospects that actually look at their spam or garbage email prior to deleting, a business must have an immediate hook in the email that will instantly create an interest. Other prospects may open the email and forward it on to individuals for further research, or finally they may click through to a company website to do the research themselves or to buy the product or service.

No matter which result is achieved, an original email needs to pique interest and garner attention for the product or service. Once this interest is generated and cultivated through marketing automation software, a relationship with the client must be developed. By sorting the data from the customer analytics, profiles can be detailed that enable businesses to continue relationships and achieve more business by word of mouth. This allows the business to develop a more defined list of prospects for future email blasts and additional campaigns.