Whether it is an email marketing or mobile marketing, make sure the people are aware that they will be receiving your marketing promotions. The people that have entered or submitted their personal information in exchange for more content are called prospects. They ask for content that relates to their private interests. Reach them by EDM (electronic direct mailer) or Mobile marketing. Talk to them by giving out product info, prices, and special promotions; give them what they ask for.
Lead: a prospect that has made a purchase intent or has the ability to buy. Leads might come to you with specific question about your brand or products and you must be able to comfort them, making sure they are going to the next step of the buying process. Measure the conversion, how many of them convert to real customer, and at the end, how many of them become loyal customers.
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