“Lead nurturing is like gardening,” says Banish Angural, founding father of Banish Media. “It’s about time, relevance, and a good surroundings to count on the expansion from the seeds you’ve got sown.”
And as a B2B marketer, I couldn’t agree extra. B2B services and products take time to promote. It’s tough to take a prospect from not understanding about your organization to creating a sale with out warming them up.
That’s why lead nurturing emails are some of the efficient methods to reinforce your gross sales funnel and e mail advertising technique, lower advertising prices, and improve conversions. On this submit, I’ll stroll you thru what I discovered from talking with advertising consultants, one of the best practices for lead nurturing emails, and learn how to write them successfully.
Desk of Contents
What’s a lead nurturing e mail?
A lead nurturing e mail has one aim: transfer your prospect down the gross sales funnel. How? By participating, attractive, and inspiring your results in work together together with your model additional. As they turn out to be extra aware of your organization they are going to be transformed into clients (and upsold on different merchandise).
The Benefits of Lead Nurturing Emails
- Lead nurturing results in extra gross sales. Firms that use lead nurturing efficiently generate 50% extra sales-ready leads at a 33% decrease price (Marketo).
- The ROI of lead nurturing is so excessive as a result of you possibly can tailor your messaging to the client. In any case, there’s a purpose the simplest e mail advertising methods are segmentation (78%), personalization (72%), and automatic e mail sequences (71%) (HubSpot).
- Lead nurturing emails join your buyer to your product with out arduous promoting. Half of shoppers buy from advertising emails month-to-month (Salecycle).
- Automated emails on triggers with excessive intent usually deliver the very best ROI. Deserted cart emails have triple the conversion price of different automated emails (E-mail Software Tester).
How does lead nurturing work?
In my expertise, lead nurturing is all about constructing and sustaining relationships with potential clients who aren’t fairly prepared to purchase. It’s a method to keep top-of-mind and supply ongoing worth — in order that when the lead is able to buy, your model is the primary they consider.
In that sense, Paul Stainton, director of content material and web optimization at AgencyAnalytics, thinks of lead nurturing emails as “strategic touchpoints to have interaction prospects and remind them why they related together with your model within the first place… Consideration spans are brief, and it is simple for potential results in neglect why they initially confirmed curiosity in your organization.”
The method begins when a lead first interacts together with your model, whether or not that’s by signing up for a e-newsletter, downloading a whitepaper, or attending a webinar.
At this level, they’re usually on the prime of the advertising funnel, simply starting to study what you and your organization supply. And from there, a sequence of focused emails helps information the lead by way of the funnel.
(Tip: In case you’re unfamiliar with lead nurturing, we encourage you to take our free lead nurturing course.)
Are lead nurturing emails efficient?
Nurtured leads make 47% bigger purchases than non-nurtured leads. In addition they produce a 20% improve in gross sales alternatives (on common). So, briefly? Sure. Lead nurturing emails have confirmed to be extremely efficient at shifting potential clients by way of the gross sales funnel and in the end driving conversions.
As an illustration, Stainton seen that some customers had been signing up free of charge trials however not finishing a key onboarding step wanted to totally make the most of the platform. To handle this hole, he began “sending a easy reminder e mail urging customers to discover these options, which resulted in a 15% improve in person activation.”
Equally, Joe Kevens, director of demand era at PartnerStack, shares that the model often sends its leads “emails like ‘5 simple steps to construct a associate program’ containing a ‘Partnerships 101: The Final Partnerships Guidelines’” as a part of its lead nurturing e mail sequence to assist them construct their associate basis and set them up for fulfillment.
Total, I seen a couple of commonalities among the many entrepreneurs I spoke with. Your lead nurturing e mail wants to realize three separate targets concurrently to be efficient:
- Get your prospect’s consideration.
- Be personalised to the way in which they discovered your model.
- Educate your prospects on options and advantages they won’t concentrate on.
What’s a lead nurture e mail marketing campaign?
A lead nurture e mail marketing campaign is a sequence of focused emails despatched to leads over a time period with the aim of shifting them nearer to a purchase order resolution. It’s a strategic warming-up tactic that’s usually personalised and optimized with the aim of constructing relationships and belief with potential clients who’ve proven curiosity in your model.
That stated, because the phrase nurturing implies, you usually don’t ship a single e mail. It takes a couple of emails to realize the targets I listed above. So entrepreneurs, right here’s how you are able to do simply that:
Lead Nurturing E-mail Sequence
A lead nurturing e mail sequence is a sequence of emails which might be routinely triggered when the lead takes a sure motion. For instance, as soon as a buyer provides an merchandise to their cart, a lead nurturing e mail sequence might embody a purchase order reminder, a limited-time supply, or a listing of comparable merchandise they might like.
I’ve discovered that the extra segmenting and personalization you possibly can add to a lead-nurturing e mail marketing campaign, the higher it should carry out and the extra conversions you’ll get.
Now that you simply perceive how lead nurturing suits into your funnel, I’ll dive into some greatest practices.
Lead Nurturing E-mail Finest Practices
- Present invaluable, focused content material that addresses pursuits and/or ache factors.
- Give attention to one related matter per e mail.
- Hold it brief.
- Make sure the emails progress naturally.
- Check your emails and monitor key metrics.
- Personalize and phase the emails.
- Keep constant together with your model.
I’ve discovered that lead nurturing emails take time to optimize. It’s difficult to place collectively an e mail sequence that can convert at a excessive stage the primary time round. As with all advertising initiative, testing is the way you see what works greatest. And when you discover a working method, you possibly can apply it to all of your e mail campaigns.
That stated, listed below are some basic greatest practices that may assist enhance your e mail sport.
1. Present invaluable, focused content material that addresses pursuits and/or ache factors.
Your lead nurturing emails must be all about your viewers. Take the time to grasp their pursuits, challenges, and targets. Then, craft content material that speaks on to these wants.
In case you’re nurturing leads who downloaded an e-book on 10 Suggestions for Higher E-mail Advertising, use your follow-up emails to dive deeper into every tip. Share actionable recommendation, real-world examples, and your personal experiences. The extra focused and related your content material is, the extra possible your leads will interact with it.
Stainton agrees and emphasizes, “In case you can resolve a possible buyer’s primary drawback, they’re way more prone to flip to your organization once they need assistance fixing a extra advanced drawback.”
Professional tip: I’ve seen the largest needle movers in lead nurturing emails are the concepts behind the e-mail — not essentially the copy itself. In case you’re a SaaS firm, that may imply testing completely different options in your e mail, for example.
2. Give attention to one related matter per e mail.
Much less is usually extra with lead nurturing emails. I’ve discovered that specializing in one key matter per e mail is much more practical than making an attempt to cram a number of concepts into one e mail. It retains your emails concise, digestible, and simple to behave on.
Plus, it lets you actually dig into every matter and supply worth somewhat than simply skimming the floor. For instance, in case your lead downloaded a whitepaper about immutable backups, you already know they may be concerned with some type of knowledge safety.
Your first e mail may be about learn how to promote the thought of knowledge safety to your staff. It’d be counterproductive to speak about an irrelevant matter, like VPNs, in case your aim is to promote them on cybersecurity companies.
3. Hold it brief.
Take into consideration the final time you opened your inbox and took the time to learn an e mail for greater than 5 minutes. The reply is prone to be fairly far and few between. That’s why I all the time attempt to hold emails brief.
Most individuals simply scan their inboxes — particularly if it’s an e mail from a model they’re not aware of. Knowledge means that your emails must be between 50 and 125 phrases. Purpose for that vary, however don’t be afraid to go a bit longer if you might want to flesh out a subject.
For instance, some B2B subjects are way more advanced and require in-depth explanations, whereas an e mail for an ecommerce retailer won’t want as a lot copy.
Professional tip: As a reminder, Chad Debolt, founding father of Surchability, says, “E-mail nurturing isn‘t meant to speak about your self…it’s meant to nurture. Individuals need you to assist resolve their issues,” so make sure that your language is customer-focused.
4. Make sure the emails progress naturally.
An important lead nurturing sequence ought to really feel like a pure, logical development. Every e mail ought to construct upon the final, guiding your leads towards a particular aim or motion. I prefer to map out my sequences upfront to make sure a cohesive, compelling narrative.
Take into consideration the place your leads are of their purchaser journey, what data they want at every stage, and how one can step by step transfer them nearer to a conversion.
Use cliffhangers, teasers, and calls to motion to create momentum and encourage results in open your subsequent e mail. By crafting a sequence that tells a transparent, purposeful story, you will hold your prospects engaged and invested within the lead nurturing course of.
5. Check your emails and monitor key metrics.
As entrepreneurs, everyone knows testing is the secret. And lead nurturing emails are not any completely different. What works for one viewers won’t work for one more. That’s why I all the time suggest A/B testing completely different matter concepts.
Past subjects, I like to recommend testing topic traces, content material, calls-to-action, and even the timing and frequency of your emails. Nevertheless, be sure you’re testing one variable at a time.
For instance, you may arrange your e mail sequence to ship emails each day consecutively to 50% of the checklist and each different day to the opposite 50%.
Throughout e mail testing, take note of these key metrics:
- Open charges. Decided by the topic line and preview textual content.
- Click on-through charges. Decided by the “huge thought” and name to motion within the e mail.
- Conversion charges. Decided by your supply, touchdown web page, and the way properly you’ve conveyed your message within the emails.
6. Personalize and phase the emails.
With high-tech e mail instruments, personalization and segmentation are the largest levers you possibly can pull to see one of the best outcomes when used alongside testing.
Generic, one-size-fits-all emails merely don’t reduce it anymore. To actually resonate and join together with your new leads, you might want to personalize your emails based mostly on their distinctive pursuits, behaviors, and stage within the funnel.
For instance, Lyn Collanto, outreach specialist at KBA Net, personalizes lead nurturing emails this fashion: “If a lead visits our pricing web page a number of instances however would not convert, we would set off a particular welcome e mail sequence that highlights buyer success tales and gives a limited-time low cost.”
I like to recommend creating a number of automated e mail sequences based mostly on particular actions. Some companies might have extra alternatives than others, however by personalizing the set off level, you possibly can give attention to the precise intent of the lead.
To take it one step additional, you possibly can phase inside every e mail sequence. As an illustration, if a lead doesn’t open the primary two emails, you would possibly need to ship them down a unique path — like emails with extra intriguing topic traces.
Or, in case your leads are opening emails, clicking hyperlinks, and even replying however not changing, you possibly can set off a lead-nurturing e mail sequence designed to beat objections.
7. Keep constant together with your model.
Keep in mind that your lead nurturing emails are an extension of your general model. They need to really feel cohesive and in step with the remainder of your advertising supplies, out of your web site to your social media posts.
Use colours, fonts, and imagery that align together with your model pointers. Write in a tone and magnificence that feels genuine to your model voice — whether or not that’s pleasant and informal or skilled and authoritative. Consistency helps construct belief and credibility together with your leads over time.
That stated, displaying your character in emails may also help make you extra memorable, constructing connections sooner. The extra real and human your emails really feel, the extra possible your leads are to attach with them on a private stage. It’s one thing I like to recommend you check.
Methods to Write a Lead Nurturing E-mail
- Establish a function.
- Personalize the greeting and topic line.
- Tackle ache factors.
- Embody testimonials.
- Share a data bomb.
- Use a CTA.
- Embody an unsubscribe button.
- Comply with up and optimize.
Now that you already know what makes a terrific lead-nurturing e mail, I’ll information you thru the method of making one. Let’s dive in.
1. Establish a function.
Earlier than crafting your e mail, take a second to contemplate its function throughout the general lead nurturing sequence. Ask your self: What do I need this e mail to realize? Is it meant to coach the lead, encourage them to take motion, or supply a particular answer to their drawback?
I’ve discovered that having a transparent, targeted function for every e mail helps me create extra compelling content material that resonates with the reader and strikes them nearer to conversion.
Professional tip: Riccii Terro, advertising supervisor at Intellek, recommends you attempt to visualize the entire image at this stage as a result of: “Tailoring the messaging and content material provided to particular teams based mostly on their business, function, or stage within the shopping for cycle is essential.”
2. Personalize the greeting and topic line.
In my expertise, personalization could make a world of distinction in e mail engagement. As an illustration, you’ll need to tailor topic traces to how your leads work together together with your model. In the event that they signed up for a lead magnet about content material advertising, your topic line might be “The key to Google’s 2024 replace…”
I like to consider the topic line as a promise — what worth will the reader acquire by opening this e mail? This inherently builds curiosity and can get your prospect’s consideration.
Professional tip: Take a look at this information on learn how to leverage segmentation to take your personalization efforts to the following stage.
3. Tackle ache factors.
After you have their consideration, it’s time to handle potential ache factors together with your answer. Put your self of their sneakers and ask:
- What retains them up at night time?
- What obstacles are stopping them from attaining their targets?
- How are you going to body your e mail to indicate that you simply perceive their drawback and might actively resolve it?
4. Embody testimonials.
Whereas not each lead nurturing e mail would require social proof, you must embody it once you’re actively promoting. It’s contextual. Sharing success tales or testimonials from glad clients helps leads envision how your services or products can profit them.
For instance, you may embody a number of brief testimonials. Or you may write a complete story-based case examine e mail that reveals how one in every of your clients solved the precise drawback potential clients are going through together with your answer.
5. Share a data bomb.
I all the time try to incorporate no less than one aha! second in every lead nurturing e mail. This might be a shocking statistic, a thought-provoking perception, or a invaluable piece of business data.
In advertising, you need to persuade the prospect to consider their drawback in your phrases. This shifts your prospect’s perspective and positions your model as the best answer to the issue.
For instance, let’s say you’re in a cybersecurity agency and resolve to ship out an e mail overlaying knowledge safety. In that case, you might cite statistics about how X% of corporations know knowledge safety is a matter, however solely X% are efficiently avoiding threats by utilizing your organization’s distinctive answer to guard knowledge on the highest ranges.
6. Use a CTA.
Each lead nurturing e mail ought to have a transparent, purposeful CTA that guides the reader towards the following step of their buyer journey. When crafting your CTA, ask your self: What do I need the result in do after studying this e mail?
Is it to schedule a demo, obtain a useful resource, or just interact with one other piece of content material? Ensure that your CTA is outstanding, unambiguous, and aligned with the general aim of the e-mail sequence.
7. Embody an unsubscribe button.
Whereas it might sound counterintuitive, you all the time need to embody an unsubscribe button. As a marketer, I’d all the time select a lean, 5,000-person e mail checklist that’s actively engaged and able to purchase over a 50,000-person e mail checklist that’s not.
Plus, together with an unsubscribe button retains you according to authorities and ensures your deliverability price is excessive.
8. Comply with up and optimize.
Lead nurturing is an ongoing course of, and there is all the time room for enchancment. That’s why I persistently monitor key e mail metrics like open charges, click-through charges, and conversions to establish areas for optimization.
If an e mail isn’t performing in addition to anticipated, I’ll experiment with completely different topic traces, CTAs, or content material angles.
Lead Nurturing Emails Are Important
Lead nurturing emails bridge the hole between preliminary curiosity and remaining conversion. And infrequently they’ll construct belief, set up credibility, and information leads towards a purchase order resolution throughout the two factors of preliminary curiosity and conversion.
Efficient lead nurturing saves time and assets by specializing in probably the most certified leads. It lets you phase your viewers, personalize your messaging, and ship the best data on the proper time.
When your lead nurturing technique is completed appropriately, it should show you how to entice extra of the proper clients whereas filtering out the fallacious clients.
Editor’s notice: This submit was initially printed in December 2021 and has been up to date for comprehensiveness.
