Email is a powerful tool in the marketing toolbox. But what do you need to be doing with email? Here are seven best practices for lead nurturing emails based on research and data collected from over 1,000 companies of all sizes, industries and geographies.
Lead nurturing is a crucial part of any successful marketing strategy. This blog post provides 7 best practices that can help you create effective email campaigns. Read more in detail here: b2b lead nurturing email examples.
Lead nurturing emails help you develop a connection with your prospects and guide them down the sales funnel until they’re ready to buy. It’s one of the most effective lead nurturing strategies available, and it’s an important aspect of any email marketing campaign.
Why? Because lead nurturing emails raise the likelihood of your leads making a purchase dramatically. You are no longer need to hope that people will purchase your goods. Rather, you’ll gradually warm them up till they decide.
In this article, you’ll discover how to create high-performing lead nurturing emails that will encourage your leads to make a purchase.
What is the definition of a lead nurturing email?
A lead nurturing email is a message delivered to prospective customers to encourage them to convert as they go through the sales funnel. Lead nurturing emails should engage, attract, and urge your leads to contact with your company again.
What is the process of lead nurturing?
A prospective consumer may engage with your company in a variety of ways. They could put anything in their shopping cart, join a mailing list, take advantage of a special offer, or schedule a meeting with one of your salesmen.
The practice of maintaining in touch with your consumer at each of these phases is referred to as lead nurturing. You give important materials, discount vouchers, or buy reminders.
Overall, nurturing a lead entails establishing and maintaining a productive, mutually beneficial connection. The objective is to persuade them to buy anything.
(Tip: If you’re new to lead nurturing, we recommend taking our free lead nurturing course.)
Is it possible to send successful lead nurturing emails?
Yes. With the rise of social media, employing lead nurturing emails to advertise your company might seem like a less exciting or trendy alternative. However, if done right, it may still be an efficient approach to extend your market, convert leads, and engage with your target audience. Ninety-nine percent of email users check their mailbox every day, typically numerous times or first thing in the morning. As a result, email is an excellent tool for nurturing leads toward conversion.
What is the definition of a lead nurturing email campaign?
A lead nurturing email campaign is a series of emails designed to convert your lead into a client. Lead nurturing email campaigns usually start when visitors sign up for your website or subscribe to your blog. You then deliver customised material depending on the lead’s position in the buyer’s journey.
The lead may not click on your CTA, connect with your company, or make a purchase as time passes. To go along the sales funnel toward conversion, some prospects with an interest in your company will need continued contact. You’ll need to construct a lead nurturing email series to do this.
Email Sequence for Lead Nurturing
A lead nurturing email sequence is a set of emails that are sent out automatically after a lead completes a certain activity. A lead nurturing email sequence may contain a buy reminder, a limited-time offer, or a list of comparable goods once a consumer adds an item to their basket.
These sequences keep the prospect interested until they are ready to make a purchase. Take a look at this example of a sequence that occurs when a lead abandons their cart.
Best Practices for Lead Nurturing Emails
- Include professional insights in your material to make it more valuable.
- Per email, stick to one relevant subject.
- Keep it brief.
- Ensure that the emails flow naturally.
- Test your emails and keep track of important data.
- Make the emails more personalized.
- Maintain your brand’s consistency.
The process of lead nurturing takes time and requires consistent work on your part. It takes trust, understanding, and persistence to build that connection. Emails may be a powerful tool for nurturing your connection with prospective prospects. To make them function best for you, follow these recommended practices:
1. Provide useful material that includes professional opinions.
The most important thing is to make sure you have something useful to educate your prospects. Consider lead nurturing emails to be mini-blog entries. If you offer data backup software, for example, your first nurturing email may be on the “top six factors to make before buying data backup software.” Keep in mind that you are an expert in your field. Continue to educate your leads something new, and they’ll be delighted to receive your emails and engage with your company.
2. Keep each email focused on a single important subject.
Each nurturing email should have a call to action and be focused on a single issue. When writing your emails, imagine yourself in the shoes of your leads, who are inundated with communications all day. Keep your email’s content focused on the issue that drew the lead in the first place. If a lead downloads a FAQ white paper on data backup software, for example, they are most likely towards the top of the funnel and considering a future buy. “Selling the necessity of data backup software to your management team” may be the subject of your first email. Directly address the issue that your lead is attempting to resolve.
3. Keep it to a minimum.
This is not the time to be concerned about fonts, pictures, or special HTML. The lead should be able to look over your email and determine the value it gives in less than five seconds. In an email, information overload comes rapidly. Including supplementary calls-to-action or irrelevant links will raise your unsubscribe rate and reduce your campaign’s efficacy. While research says that emails should be between 50 and 125 words long, it’s OK to go longer to completely engage your prospects. But, if at all feasible, keep it short.
4. Make sure the emails flow smoothly.
You can design well-rounded campaigns that move your leads through the sales funnel by carefully organizing the flow of your emails. Following the first conversion, the first email should be instructional, with future emails continuing to educate while providing the lead a second chance to convert. This is an excellent time to offer a free trial or a sample download. Determine what counts as a “sales-ready lead” with your sales team and tailor your lead nurturing activities appropriately.
5. Test your emails and keep track of important data.
When it comes to fine-tuning your marketing, email testing is essential. Keep note of critical metrics as you test your emails to determine the effectiveness of your efforts. Two crucial metrics to watch on a regular basis are click-through rate (the proportion of individuals who visited a link in your email) and unsubscribe rate. Unsubscribe rates of less than 5% are typical for a successful campaign. If your unsubscribe rate rises beyond 5%, it’s time to rethink your strategy. Try experimenting with different content, a more compelling subject line, or changing the time of your emails.
6. Make the emails more personalized.
You should send multiple sorts of emails to different categories of prospects, each one personalized to the individual. This covers not just who they are as a customer, but also their previous experiences with your company. Did they opt up to get updates? Have they received a welcome email from you? Did they make a previous purchase from you? When was the last time you got their email address or spoke with them? All of these factors should have an impact on and affect the email’s content.
7. Maintain your brand’s consistency.
Your company has a distinct image, voice, and brand. All of those aspects of your company should be reflected in the emails you send to prospects. Continuing to establish your brand with a lead contributes to the development of a connection that encourages them to become a client. Over time, the familiarity will foster important trust and brand loyalty.
What is the Best Way to Write a Lead Nurturing Email?
- Decide on a goal.
- Make the welcome and subject line unique to you.
- Address any issues that you’re having.
- Include testimonials if possible.
- Share a nugget of information.
- Make use of a call to action.
- Include a link to unsubscribe.
- Keep in touch.
Focus on who your lead is and what your aim is for contacting them before you start composing a lead nurturing email. Spamming leads with a barrage of emails is more repulsive than nurturing. As a result, make sure your content is worth reading and sending to leads. To begin started, consider the following suggestions:
1. Decide on a goal.
Answering a FAQ, delivering on a promised reward, presenting a new product, giving a discount, or sharing additional information to engage the lead should all be goals for your message.
2. Customize the salutation and subject line.
The first hooks of a lead nurturing email are an attention-grabbing subject line and a customized welcome.
3. Deal with any issues that arise.
If this lead were a consumer, how would this product or service enhance their life? Bring up an issue they’re having that you can help them with.
4. Be sure to include testimonials.
Knowing that someone else has enjoyed your product or service increases the lead’s confidence in your company.
5. Disseminate a nugget of information.
Including a memorable piece of data or study can help your lead remember you later on their journey to becoming a client.
6. Make use of a call-to-action (CTA).
A call-to-action encourages your lead to engage with your company, which leads to a conversion.
7. Include a link to unsubscribe.
Customers cannot be fostered from leads that have no interest in your company, product, or service. Allow people to unsubscribe so you may concentrate on the leads that are a good match.
8. Make sure you follow up.
After the email has been sent, keep note of what occurs next. Is the lead responding to your CTA? Did they keep communicating with your company? Did they take no action? Use this data to assess the email’s efficacy and to affect what you send them next.
Make a Lead Nurturing Strategy That Works
The initial encounter a prospective consumer has with your company is just the beginning. You’ll need to keep engaging them as they go down the sales funnel from lead to repeat client. Lead nurturing emails establish a relationship of trust between leads and your company. Your nurturing emails should develop a sales funnel that easily guides your prospects towards doing business with you.
Note from the editor: This piece was first published in May 2010 and has been revised for accuracy.
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Lead nurturing is a strategy that involves sending emails to potential customers to build relationships with them. It is important to have a lead nurturing email strategy in place for your business. This article discusses 7 best practices for lead nurturing emails. Reference: lead nurturing strategy.
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