Email

Email

Two lanes. One of them isn't marketing's job.

Most of the market hasn't opted in, and we're not going to cold-mail them. So email does three things: keeps the people who did opt in warm, grows the accounts we already have, and tells sales when to pick up the phone.

Step 1

Four doors in.

Everything that earns an address has to be useful to someone who never intends to buy. That's the test.

Step 2

Opted in, or not.

Not opted in

The 9,500, and most first-time visitors.

→ Handed to sales. Marketing's job here is the signal, not the send.

Opted in

Gave an address for something specific.

→ Segmented, triggered, sent.

The consent state is a single field on the CRM contact, and Campaigns handles double opt-in natively. That field is the only thing deciding which lane someone is in.

Left lane

Marketing sends the signal. Sales sends the email.

  1. 01

    The account score crosses a threshold

    Four people from the same firm read the clearing pages this week.

  2. 02

    A CRM workflow rule fires

    Score crosses the threshold. The workflow rule assigns a task to the account owner and pushes a notification to Cliq or Slack via Zoho Flow.

    Statkraft Markets · score 47 ↑12 · 4 people this weekView account
  3. 03

    Sales writes, one to one

    Tokari.nordmann@statkraft.com
    SubjectYour clearing question

    Zia drafts the brief from the account's activity history. The salesperson writes the email.

Low volume, researched, not bulk. The trigger and the brief are automated. The email isn't.

Right lane

We don't ask. We infer.

This is Zoho Marketing Automation. Web behaviour tracking watches which pages a contact reads and writes it back to the CRM record. No extra tooling.

  • Email domain→ company, country, size, member or notCRM field, enriched on creation
  • Pages read→ which commodityMarketing Automation · web tracking
  • Asset downloaded→ which roleMarketing Automation · form submission
  • Engagement→ active, cooling, dormantMarketing Automation · engagement status

Contact profile

CompanyStatkraft Markets
CountryNorway
DeskEnvironmental
StatusNon-member
EngagementActive

A long signup form loses half the people. Progressive profiling in Marketing Automation forms asks one extra field per return visit, instead of eight at the start.

Step 4

Same data. Different email.

Monthly print · source

Nordic hydro GoOsGerman solar GoOsIberian GoOsTime to quoteVolume summaryMarket commentary

To: Norwegian environmental desks

Nordic hydro GoOs held firm in October
Nordic hydro GoOsTime to quoteVolume summary

To: German environmental desks

German solar GoOs thinned out last month
German solar GoOsTime to quoteVolume summary

To: Iberian desks

Iberian GoOs: 4 trades, wide spread
Iberian GoOsTime to quoteVolume summary

Written as blocks, assembled by dynamic content in Zoho Campaigns, with segments pulled from CRM fields. An agent writes the blocks. Campaigns assembles the version. Personalisation stops being a merge tag and becomes actual content.

Step 5

Nothing sends because a calendar says so.

Publication

Zoho Campaigns · broadcast to a segmented list

The monthly print. Segmented by country and commodity.

Behavioural

Zoho Marketing Automation · journey, page-view entry rule

Read three carbon pages → the carbon thread.

Downloaded the calculator → the clearing sequence.

Attended a webinar → the recording and the data behind it.

Sales-triggered

Zoho CRM workflow rule → Flow → notification

Account warms → sales gets a brief, not a template.

Highest value · probably doesn't exist today

Lifecycle, inside the 700

Zoho Marketing Automation · journeys, entry from CRM member status and trade activity
  • First 30 days for a new member firm.
  • Signed up, never traded.
  • One active trader at a firm with nine dormant colleagues.
  • Power trader who has never touched carbon.
  • Traded regularly, then stopped for 90 days.

Campaigns sends to a list. Marketing Automation acts on a person. Keeping that line clean is what stops the same contact getting two emails on a Tuesday morning.

700 companies. ~2,200 traders. Three per firm.

Roughly 4,500 empty seats inside companies that already pay us.

Back to the start

Every open is a signal about the account, not the email.

Left laneAccount score
Right laneOpens, clicks, replies

Someone in Norway opening every GoO email tells us something about Statkraft, not just about our subject line. That flows into the account score, raises it, and eventually triggers the left lane. The two lanes aren't separate systems.

List growth by segment

Permission earned, the only number that matters at the start.

Clicks on the data

Not on the CTA.

Replies

Reply-to is a real inbox. A trader asking about Austrian GoOs is worth fifty clicks.

Contribution to account score

The output that feeds the left lane.

All four live in Zoho Analytics, which blends CRM, Campaigns, Marketing Automation and PageSense into one view. No third-party connector.

Not open rates. Apple Mail Privacy Protection broke those years ago.