Silverpop - A Unique Example of a Curriculum Campaign
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A Unique Example of a Curriculum Campaign

Bill Nussey, Silverpop
by: Bill Nussey (@bnussey)
26 July 2005

One of my favorite applications for email marketing is the curriculum campaign. This campaign type delivers a sequence of messages that automatically follow each other in time. Every recipient's starting point is unique, but each ends up going through the entire sequence until it ends. A common example of a curriculum campaign is the lead warming queue. Imagine a prospective home buyer signing up to a real estate agent's Web site. Assuming that the average home buyer goes through several defined and similar phases as he or she moves toward a final purchase, a marketer can send out a sequence of emails, each targeted at the specific phase in the buyer's decision life cycle.

A friend of mine recently sent along a new example of a curriculum campaign she's gotten involved with. The popular author, Warren Adler, has released his latest novel, "Death of a Washington Madame," online. This is unique in several ways. First, the plot is about the role of email in a murder. And second, prior to its print publication, the novel is being released over email, one chapter at a time. Each chapter requires readers to opt-in for the next one (talk about "double-opt-in"). In short, it's a novel about email, being delivered over email. Check it out:




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