Most marketers have a regular email program in place. However, if a company’s only forays into email are newsletters or promotional announcements, that marketer may miss the boat.
I want to focus on what relevant emails mean to B-to-B and B-to-C marketers. The applications are very different: B-to-B marketers can employ sophisticated lead nurturing programs while B-to-C marketers are more likely to zero in on driving a sale.
Another important qualifier could be the recency of activity, and positive or negative point scores could be associated with activities that occur with actions that take place within a compressed time or a much longer time.