The sales process is a series of conversations with a customer to build trust, gather needs, educate, present possibilities, finally fulfill their need. Throughout this process it is critical to communicate and keep your customer informed. Silence in any sales process is deadly. It leaves your customer uncertain and anxious about their expectations.
When using an Internet marketing channel this becomes even more critical. Since it is a fairly impersonal channel it is critical to let your customer know you are their, working on their request, and available for questions. Often we do this via telephone, but this is a very inefficient process for standard updates and communication. Email campaigns make a nice way to keep your whole pipeline informed that everything is moving. These campaigns can be reasonably personalied and automated to trigger based on pipeline activities.
These campaigns become particularly effective when they are integrated with your lead management system.