The lead nurturing process can be an effective strategy for all stages of the sales cycle. Building trust and fostering relationships with qualified prospects is crucial to obtaining qualified leads.
The goal of an effective lead nurturing campaign is to educate prospective and current customers, inform them how to advance their initiatives, engage them to begin the conversation, and ultimately convert them into a customer. Here are three basic principles to follow when creating lead nurturing email campaigns:
Focus on one relevant topic per email.
The last thing you want to do is overwhelm a potential customer with information about every service or product you offer. That will send them scrolling directly to the bottom of the email, searching for the unsubscribe link. You just lost a potential customer. A good rule of thumb is to consider their next logical step (remember, it’s called the buyer’s journey for a reason).
Keep it short, clear, and concise.
We recommend creating an outline for your email:
- Address a pain point
- Offer a solution
- Provide options for additional research
- Tell the reader what to do next
Following this outline will allow you to craft email copy that provides real value to your reader and keeps them engaged.
Ensure the timing and cadence of emails progress naturally.
There is no magic number or equation for determining how much time should elapse between lead nurturing emails. The best way to determine what works for your audience is to evaluate your efforts by examining these key metrics consistently:
Open Rate: Gauges the effectiveness of subject lines and preview text.
Clickthrough Rate: Discerns what parts of an email a lead engages with and doesn’t engage with, as well as if a goal is met, i.e., if a contact follows a CTA.
Deliverability: Examining lead engagement helps determine if you are sending to quality contacts through the number of contacts lost, emails marked as spam, hard bounces, and unsubscribes.
Click-to-Conversion: Email connected to a workflow lets you see how far along in the workflow a lead travels.
Lead nurturing is an essential component of inbound marketing that can be used at any stage of the sales cycle. It allows you to generate awareness, cultivate relationships, and build credibility with current and potential customers. Providing value to your leads and customers who show an interest in your products or services motivates them to connect with you and ideally make future purchases.
Learn more about using lead nurturing email campaign best practices and how you can implement them by clicking the big orange button below.👇