From Email Marketing to Lead Management

Martin Philipp ()
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Martin Philipp: SC Networks

A chapter in Marketing and Sales Automation, 2023, pp 259-277 from Springer

Abstract: Abstract Email marketing is an established tool in the marketing mix of many companies. But in the course of the sales process, email marketing is often only used in the form of a newsletter. Today, in the age of digitalization and individualization, companies need a modern approach to lead management that can be implemented in practice. Modern, automated email marketing supports marketers not only in generating new leads, but also in developing them to sales maturity. Using comprehensible examples, it becomes clear which central role email marketing plays in lead management and how it can increase sales with new and existing customers.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-20040-3_16

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DOI: 10.1007/978-3-031-20040-3_16

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