When it comes to email marketing, there are several different approaches that are worth incorporating into your strategy. One of these is the use of lead nurturing emails. In our last blog post, we talked about the different types of marketing emails, and lead nurturing emails landed in the number one spot. But what exactly are the best practices for creating a lead nurturing email campaign? That’s a good question - and we’re here to help!
If you haven’t read the aforementioned blog, we highly recommend it. But for good ol’ time’s sake we’ll briefly explain what lead nurturing emails are right here, right now. Greyphin’s always got your back.
While the name may sound slightly scary, lead nurturing emails are imperative for helping you build a relationship with new customers. Lead nurturing emails are used in what’s called an email nurturing sequence, which is a series of emails that you create and send out to a contact list. These emails must contain relevant information for your prospect in order for your effort to be successful. Providing your potential client with relevant and valuable information throughout your email sequence will help lead them down the sales funnel, until, ultimately, they make a purchase or book a service from your business.
Sounds simple enough, right?
With the right approach, it can be! And, it’s important to note that an effective lead nurturing strategy through email marketing is instrumental in helping you to establish authority in your industry and generate high-quality leads which could turn into repeat loyal customers. Who doesn’t like the sound of that?
Here are some best practices to follow when you’re creating your lead nurturing emails:
Chances are, when someone fills out a form on your website or signs up for your newsletter, they’re only interested in what your company has to offer. That’s it. They don’t want to know about information from a completely separate industry; they want to find relevant information about your company involving the industry you’re in.
But, of course, you want to present the information in a way that lets the lead know that your products or services can help solve the problem they’re having. Keep in mind, though, that you shouldn’t overwhelm your potential customers with a bombardment of information all at once; instead you want to offer a variety of content (such as blog posts, webinars, infographics, videos, and more) that subtly lead your contacts down the sales funnel to a conversion, such as a purchase.
The best way to nurture a lead is to personalize emails to the best of your ability. A great way to do this is to segment your email contact list into different groups based on your lead’s interests. Did a portion of your contacts sign up on a landing page for a specific lead generator, such as an e-book about narwhals? Then you’ll want to segment them into a list with other people who are also interested in narwhals. You see what we mean?
Providing your contacts with a lead nurturing sequence featuring information and products that they’re interested in will increase your email open rate, engagement, click through rate, and sales!
At Greyphin, we understand that you don’t have all the hours in the day to sit around and write emails at the exact moment you want them to be sent out. That’s why we recommend using a marketing automation tool, such as HubSpot, to set up a series of drip emails (emails that “drip” out to the lead over a specific period of time).
Email automation allows you to craft a sequence of emails that get sent out to a specific segment of your contact list when a certain trigger is reached. For example, if someone fills out a form on a landing page for a webinar about creating flower arrangements, they’ll get added to a workflow that drips out a handful of relevant emails to them over a set period of time. This not only gives the lead more info that’s relevant to what they signed up for, but also helps lead them down the sales funnel. This is a great method to help you generate more conversions.
Need help with your email marketing strategy? Contact Greyphin today to learn about how our inbound marketing services can help you grow!