Email marketing is a powerful tool for cultivating leads.
Studies show that 96% of visitors who arrive on a website aren’t ready to buy. That’s why you must cultivate new leads with email. But it's not as easy as just hitting send. There are many nuances to an effective email marketing strategy that nurtures leads into buyers.
In this article, I will reveal all the latest strategies and best practices for email lead nurturing.
Let’s dive in.
What Is Email Lead Nurturing And Why Should You Care?
Lead nurturing is the process of purposefully developing the relationship between a business and leads at every stage of the buyer’s journey. Cultivating leads with email helps you grow your business because cultivated leads converter better than non-cultivated ones.
The advantages of email lead nurturing are clear when you compare it to these alternatives:
Email is less expensive than direct mail or cold calling. It's relatively inexpensive to set up an email account on a web server and to purchase the software, hardware, and network connections needed to manage it. You can send messages to your entire database for the cost of one or two pieces of direct mail. And studies show that email generates a higher response rate than most other forms of marketing.
Email bypasses the gatekeepers who control access to many decision-makers. Whether you're trying to reach an individual, a team, or a department within your target organization, email can get messages directly into their inboxes without going through the traditional channels.
Email is easy to customize for different people or teams within your market segment. You don't have to create different brochures or other printed materials for each group. You can tailor the information in an email message to conform to the interests, needs, and language used by specific people.
Email is compatible with your existing print and broadcast advertisements, sales collateral, website, and other marketing activities. Using a single approach for distributing all kinds of messages—from promotional materials to customer service updates, from email newsletters to event announcements enables you to maintain a consistent business image and present prospects with information that's timely and pertinent to them.
Email is familiar territory for many people in your target market because it parallels the activity they do every day: communicating via email with colleagues, friends, and associates. If you present yourself well, use simple language, personalize the message, and show an understanding of your audience's needs, prospects will give you more than just their attention. They'll also consider your message carefully before deciding whether to respond.
On top of it all, email marketing generates $40 per dollar spent. If you invest in good email marketing tools like HubSpot CRM or Mailchimp, you will get a bang for your buck.With all these benefits, it’s no surprise that smart small businesses nurture their leads with email to boost sales. Let’s now dig into the strategies you can use to cultivate your leads as a small business owner.
1. Grow Your Email List With A Lead Magnet
You can’t nurture leads if you don’t have them, right?
To get leads you need to have an email list. The fastest way to grow your email list is using a lead magnet. Generating leads is the lifeblood of a business.
A lead magnet is a free content piece you offer for someone’s contact information such as a name and email address. Other names for lead magnets are ethical bribes, sign-up incentives, freemiums, content upgrades, or free gifts.
Ethical bribes can be any type of valuable content:
You should always keep in mind the end goal of your freemium, which is to get people's email contact information.
The first step towards creating a sign-up incentive is to identify your ideal customer. What are their interests? What type of content would they appreciate the most? Once you've identified this information, it will be much easier for you to create valuable killer bribes that will help you grow your email list organically.
Now you have a lead magnet, what’s next?
You must make sure website visitors see it.
There are many ways of ensuring your website visitors see your lead magnet and opt into your email list. You can promote your free content gifts:
These tactics help you increase your lead magnets’ visibility and help you convert more visitors into leads and grow your email list. You can also promote your sign-up incentives outside your site through guest posts and social media promotion. Content syndication networks are another viable option great way to get more exposure and boost lead generation.
2. Set Goals For Your Email Campaigns
You need a goal for your email campaigns. Here are some likely reasons:
Having goals helps you have focused campaigns that produce results.
3. Segment Your List For Personalized Emails
Now that you have set your goals, it’s time to segment your list according to your goals and audience needs.
A blanket marking approach to everyone on your list kills conversions. That’s why you must segment your list to improve conversion rates. List segmentation is the process of strategically dividing your existing email list into smaller groups based on certain criteria. This allows you to create more targeted, viral email campaigns with better messaging and higher engagement rates for each group.
What type of categories should you segment email lists? There are several options but common methods include:
4. Master Email Marketing Basics
There are fundamentals of marketing emails you must master if you want to succeed with
You should make use of five different email content types in your lead generation strategy. For example, you can create:
5. Embrace Email Automation
Marketing automation drives modern marketing. Use email automation rules for your triggered messages.
Automation rules allow you to create complex workflows based on subscriber actions and other triggers. For instance, you can set up an automation rule that will send out a triggered message whenever a subscriber becomes inactive. You might send out another when someone opens your email marketing campaign but doesn't open any subsequent email messages. You can also set up a rule to send out triggered messages at specific times of the day or days of the week (e.g. on Wednesdays between 5 pm and 6 pm).
6. Roll Out The Red Carpet To New Subscribers With A Welcome Series
Welcome emails are not only a great way to welcome new subscribers, but also to give them a taste of what you offer. It is the first thing they see from your business, so make it count. The best part? They have a high open-rate.
How many emails should I send in a welcome email series?
The number of emails in a welcome email series will depend on what educative content you have and when you would like your user/lead to respond. A good rule of thumb is 4-6 emails. That’s enough to get your target audience warm up to your business and ensure your lead generation efforts don’t go down the drain.
What can you do in your welcome email series?
What are some best practices to consider for this welcome email series?
If the lead signed up from an automation sequence, then make sure your subject line clearly shows that they are now part of your email campaign. For example: Welcome to the club.
A critical aspect of a welcome series is doing a quick survey. The reason? To gain more insight into your leads' needs and preferences. Some questions that you might want to consider:
You must watch your welcome email open rates to see if you are sending the optimal number of emails. What is the result of sending too many emails in a welcome email series?
Key Takeaway: create a welcome email series that will help establish your business image and build a relationship with your subscriber at the same time.
7. Scrub Your Email List To Boost Engagement
It’s important to only send emails to people who are excited to hear from you.
From time to time remove subscribers who don’t engage with your emails.
8. Optimize Your Email Call To Action
Emails generally have a call to action (CTA) button. Your email copy should be clear about what you are asking recipients to do.
9. Follow Lead Nurturing Best Practices
I’ll round up by highlighting lead nurturing best practices.
Lead Generation And Lead Nurturing: A Powerful Team
That’s a wrap of lead nurturing.
Lead nurturing finishes what lead generation started.
By deepening relationships with leads using email, you ensure your qualified leads are ready to buy your products or services.
Cultivate leads and increase conversions and sales today!
Last Updated on February 6, 2022 by Hanson Cheng