The main goal of lead nurturing emails is to build a relationship with your leads and move them down the sales funnel until they are ready to become a customer. It also radically increases the chances of your leads making a purchase. With nurturing emails, you no longer have to hope that they will buy your products. Rather, you will slowly warm them up until they make that decision.
It is best to understand how nurturing works. Lead nurturing refers to the process of staying in contact with your customer throughout each of these stages. You will provide them with valuable resources, discount codes, or reminders to make a purchase. This builds and maintains a helpful, mutually beneficial relationship with them. The goal is to guide them toward making a purchase.
The process of lead nurturing occurs over some time with continuous effort. When building that relationship, you need trust, understanding, and consistency. Here are some of the best practices you can check out and pick the ones that work best for you.
- Provide valuable content with expert insights.
You want to make sure that you have something valuable for your leads. You can think of your lead nurturing emails as mini blog posts. You need to understand that you are an expert within your industry. Teach them something new, and they will be more than happy to receive your emails and continue to engage with your business.
- Focus on one relevant topic per email.
Each nurturing email should be focused on one topic and should include a call to action. You cannot bombard your lead’s inbox all the time. Keep the content of your email tied directly to the topic the lead initially converted on. You need to speak directly to the problem your lead is trying to solve.
- Keep it short.
Probably one of the most important practices for nurturing emails. The lead should be able to glance at your email and know within five seconds the value it provides. Keep in mind that information overload happens quickly in an email, so it is important to keep it concise whenever possible.
- Ensure the emails progress naturally.
You should plan the flow of your emails because it will help you create a well-rounded campaign that pulls your leads through the sales funnel. The first email after the initial conversation might be educational. The succeeding emails should also be educational while leading an opportunity to convert. This is also the perfect opportunity to promote a free trial or download a demo. Find what works best for your business and stick to it.
- Test your emails and track key metrics.
Email testing is important to fine-tune your campaigns. As you test your emails, make sure to track key metrics so you can measure the success of your efforts. You can start by tracking the click-through rate and unsubscribe rate on a regular basis. A strong campaign most will most likely have an unsubscribe rate of less than 5%. If the unsubscribe rate climbs above that percentage, then maybe it is time to revamp your email marketing campaign.
