As most email and internet marketers know, most leads generated through email blasts, SEO and blogs are not yet ready to become customers. Nurturing them through the sales cycle is critical to conversions. Unfortunately this can be a difficult and time-consuming process.
When you make use of lead-nurturing emails in your email marketing strategy your click-through rates should raise by 8-10%, based on sending just one additional lead-nurturing email. To make this process a little easier for you, we have put together a list of 3 of the best lead-nurturing emails you should be sending to the leads you generate:
1.Emails that Connect them with your Social Media Marketing
A great way to help get your leads invested in your company is to get them to connect with your social profiles. This will simultaneously drive further integration and keep them abreast of new deals, promotions and products in your arsenal (without flooding their inbox).
How-To: You likely already have a social media marketing strategy in place, which makes this email blast particularly easy. When sending this type of email, ensure that you entice them to follow your social accounts by letting them know they can get special offers and deals that are available only to your social media followers.
For tips on how to turn social media followers into leads, click here.
2. Emails with New Promotions and Offers
This seems fairly standard but be sure to send promotional emails to your users, specifically ones based on products they have shown prior interest in. Keep in mind that not all your leads are following your social accounts or checking your websites regularly, so they likely aren’t abreast of new offers.
How To: Another simple one: send them an email with your current promotions. If you are running more than one send them all your current promotions because they may be interested in one product over another. For additional opportunities, integrate a short social media enticement, letting them know you have upcoming offers available that will be posted on your social accounts.
3. Educational Emails
Most of your leads have read just a few pages regarding your product, making the reason they haven’t become a conversion is simply lack of information about your services and products.
How-To: To send targeted educational emails to your current lead database you need to send them information directly related to the product(s)/service(s) they already showed interest in. Look at which CTA they clicked through or what type of information they looked at/downloaded last time. Were they interested in a specific whitepaper? If so send them a similar tool in your arsenal that matches.
Nurturing your leads does not have to be a difficult process, but you must use all the opportunities and tools available. By leveraging your email list of leads you can turn them into invested followers, then customers, simply by educating them further on your services/products. Keep in mind that the more targeted follow-up emails you send the further along in the sales cycle your lead will become. Getting your email list of leads to follow your social media marketing strategy will also ensure that stay up-to-date with your latest promotions and become better educated overall about your company/products/services.
For more tips on successful email marketing strategies, click here.
Robin Wilding is a professionally trained Canadian journalist striving to bring journalistic-era intergity to online media. She has a second degree in Political Science--with a focus on International Relations and the developing world. Currently Robin is a contributor to several technology publications, including Brajeshwar.com, SocialTechnologyReview.com, HostingIndustryWatch.com, AnimationCareerReview.com and CompareBusinessProducts.com. She also works for several web developers; and does ghost writing for several high level executives within the technology sector. Robin's work is showcased in her portfolio: http://shownd.com/robinwilding
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