We invest a considerable amount of budget on email marketing and would like to see a good ROI. In this two part article we will focus on the process of lead nurturing through email marketing (www.campaignmaster.co.uk) with the aim of ultimately boosting your ROI.
What is lead nurturing?
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.
Define your goals
Before you do anything, and that includes creating your email templates, define your goals. Set yourself a main goal but also smaller goals for each email you send. The goals you define must be SMART:
Specific– What is the final objective? Each email should be used to improve your knowledge of your prospects. For example, if you offer a variety of services, your initial email can be to establish which service(s) your prospects are more interested in.
Measurable– ensure the goal you define can be quantified. You want to be able to ascertain the success or failure of your campaign.
Achievable– Your goal must be realistic. Expecting recipients to click a link is reasonable; expecting to close a sale in your first email is reaching for the stars.
Relevant– The goals you define should relate to the final outcome you are looking to achieve.
Timely-As you will be sending a series of emails, you need to establish time frames for your responses.
In effect, you are creating a virtual funnel where you are directing your prospects towards the final goal by defining goals for each email in your series of communications.
Your final goal could be to arrange a call between your sales team and a prospect. Your series of emails can be used to obtain relevant information for the sales team to enhance their sales processes.
Before you begin sending, set up an email template for each step of the funnel based on the various options you will be offering your contact.
By defining your goals you should have now established how many emails you need in order to reach your final goal. Your welcome email will define the tone of your communications and is your chance to set a good first impression.
Timing- Don’t waste time. Get your welcome email to the prospect within the first 24 hours of receiving their details. Get the ball rolling while the interest in your service is fresh in the prospect’s mind.
This is your first communication; you want to make it clear what you can offer. Demonstrate your expertise in the field by offering a ‘whitepaper’ download or a ‘how to’ guide.
Tracking recipient behaviour
Record the interactions of your prospects from the welcome email. If you offer a range of services, offer whitepapers for each to establish what kind of service the recipient is interested in.
Ensure the links you insert are tracked so you can monitor the contact’s behaviour. This information should be used to establish the content of the follow up emails so it needs to be fed back to your database. Campaignmaster allows you to automatically update database fields based on recipient behaviour, click here to enquire about this feature.