4 Tips For Nurturing Leads in Email

September 12, 2018 | Blog, Resources

Lead emails are extremely helpful for companies who release updates to products and services at a regular rate. Even more, people tend to use email for nurturing B2B leads that are somewhere in the funnel and then converting them to fully fledged customers.

We all write email all day, every day, so one would think that we are pretty good at it by now – but so many people are falling behind. As such, we’ve developed some of our favorite tips for nurturing leads in email:

Ensure That You Keep Your Eye On The Prize

Every day, we get hundreds of emails at a fairly steady clip. Most of them end up as busy work when we delete them or send them to the spam folder. By staying focused and keeping your emails on one topic, you are establishing yourself as a trustworthy email. You want to give your leads a reason to actually read your emails by making them focused and important.

Keep emails to one topic and always include a relevant call-to-action that encourages your leads to download some offer, schedule a demo, or start a free trial. It all depends on the position in sales funnel and what your sales and marketing functions determine necessary.

Don’t Be Afraid To Change It Up

In most cases, you will be emailing your leads more than once, so you have to ensure that you change up the content and make it something interesting. You don’t have to act like every email is the first one the lead is receiving. Instead, you want to ensure that you plant some seeds that the receiver will follow. You also want to ensure that all emails don’t seem like they are coming from different people – even if they are. This requires some coordination between team members, but it will be well worth it. This will prevent people from receiving the same offers multiple times or someone getting differing offers on the same thing.

Understand The Buyer Journey And Where Your Leads Are At In It

The goal of nurturing any lead is to get them to the next stage of the buyer journey and a big part of that is the relationship you form. Be sure to segment your leads based on the point they are at in the customer buying journey.

You can start by these three categories and segment from there if you have more resources available:

Top of the Funnel: People here are looking for ideas, tips, and resources at the most basic of levels. They are trying to solve pain points. Your emails here should provide enough value that they become “known” to you – meaning you have a better understanding of their names, companies, and other pertinent information.

Middle of the Funnel: These are the people who you know and who have shown interest by downloading something, subscribing, or registering. This is the stage in which you want to share content that will help to progress them from simply being interested into being purchasers.

Bottom of the Funnel: At this point, your emails should be in the hands of the sales team. You want to start treating this as a serious lead that you are targeting independently from your other sales lists.

Think About Your Timing

Since most people receive an overwhelming amount of emails every day, you want to be judicious about when you send them. When someone gives you their email address, they are placing quite a bit of trust into you. Do not break that trust or you will lose your lead.

There is a fine, fine line between sending too many emails and not sending enough. You want to be remembered but not a pest. Automation programs can help you to walk the line well. You can coordinate the timing of your emails so that you can keep the client interested.

Of course, you also have to think about the timing of the emails themselves. When should they be sent? Sometimes an event will trigger the email (signing up for an eBook, for example) and other times it will be a reminder when they haven’t responded in a few days to a previous request. You need to look at your clients individually to see what plans will work for which companies.

No matter what, nurturing leads in email will require a bit of strategy. To write the most effective emails, you have to know about your clients. Use tools like ones from MRP to help you determine who receives your emails (and opens them), what they are looking for in the content, and how you can provide them in information that will convert them into paying customers. Interested? Connect with us today.



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