I just had a colleague raise an interesting question regarding lead generation. "How late is too late to follow-up on a lead generated through an email campaign? What is the decay rate?"
My short response was that it depends on what type of product or service being presented (i.e., cost, type of purchase from routinized to extended decision, seasonality, etc.). In general though, I typically look towards the 24/7/30 model. Following up within 24-hours, 7-days or within a 30-day window. After the 30-day window, the promotional benefit from an email campaign is forgotten. However, many are also deploying informational email campaigns today to stay top-of-mind as well; but, that's more of a nurture strategy.
If you have thoughts on this topic, please share.
