Welcome to part 2 of our Lead Nurturing article. To recap, let’s remind you of what lead nurturing means to email marketers.
Lead nurturing is the concept of building a relationship with your prospects by providing them with information on your products or services, through a gradual series of emails. The aim of lead nurturing is to drive conversions, but smartly done they should be able to buy from you at any stage of the email process.
In part 1 we defined our goals, talked about the initial welcome email and we got to tracking recipient behaviour.
Now we move on to how we manage those all-important opens and clicks.
Once you have established what type of service your contact is looking for it’s time to get more specific with your content. After the welcome email, each subsequent email should be based on the recipient’s activity.
Don’t inundate the contact with questions or links. For each email, have one main call to action which determines a new piece of information that you can feed back to your database.
To improve your interaction with the client, you can link off to a web form to request more information. If you do choose to do this, save the recipient time by pre-populating the form fields with data you already have. He or she will be more likely to complete the form.
Campaignmaster offers a comprehensive collection forms module, click here to request more information.
Automation can save you a lot of time. Once you have set up your email templates, automate the process. It is not as complicated as it sounds and Campaignmaster consultants can walk you through the process. All you need to do is set up your series of emails and let the system send them out based on the recipient’s activity.
This lets you get on with your work, and you can come back and analyse the progress of your campaign from time to time.
Click here to learn more about automation.
Use personalisation where possible in your email, including subject lines. Your contacts are more likely to ‘feel the love’ if you address them by name. The content then comes across as being tailored for the recipient.
Don’t leave it too late
Your series of emails should not be too far apart. You want to strike the proverbial iron whilst it’s hot. Do not inundate your contacts with emails, but you don’t want to leave it for too long. Find the right balance on the number of emails you should be sending to each recipient.
If you do offer the option to ‘enquire more’ which links off to a form, ensure that request is being delivered to your sales team instantly. Campaignmaster offers the ability to generate automatic email notifications.
Don’t forget to close
If you have managed to guide a recipient through your ‘virtual funnel’ to gather all the information you need, send them a closing email. By now you should have all the data you need to make a strong case for why your prospect should become your client.
I find a lot of businesses fail to go for the close, maybe out of fear of losing the contact, but bare this in mind; if the recipient has followed your campaign up until now; the chances are they may well be ready to sign up, so give them the final push.
So lead nurturing is a great way for you to see a return on your investment. Begin with a welcome email, followed by a series of emails, gathering data as you go along and tailoring your emails based on the data you gather. Just bear the following in mind.
Be specific- Make sure your content is to the point. As I said, set a goal for each email. Ensure your email is set out to achieve this goal and nothing more.
Call to actions- Create clear call to actions, inserting them above the fold. Ensure they are clear and visible on both desktops and mobiles. Click here for more information on creating clear call to actions.
Review and refine – Don’t forget to analyse your results. Review the process and identify what worked well and what didn’t so your next series is even better and yields even better results.