The term “follow up” in marketing automation, is defined as an activity or series of activities aimed at stimulating the user to take a certain action.
It can, for example, be considered a follow up activity to send a personalised email after a purchase containing products recommended and related to the chosen product in order to stimulate in the receiving user the desire to make a second purchase.
In a lead nurturing strategy, follow-up activities are critical to allow the lead user to progress through the qualification and “nurturing” funnel that leads them to become a customer.
In this context, the use of marketing automation strategies and activities plays a crucial role.
Particularly among the most widely used features are those related to email marketing: emails with personalised content and sending timing make it easy to solicit users at the most opportune time, thus stimulating them to take particular actions, whether they are a purchase, filling out a form or, especially in a lead nurturing context, moving from one stage of the funnel to another.
As we can easily guess follow up activities cannot be separated from careful target profiling and an effective strategy: it is always good to remember that their function is to strengthen and advance the relationship with the user/customer, so it is always important to choose and establish the right timing of sending.
