Writing a Lead Nurturing E-mail? See My Important 7 Tricks to Get It Proper

“Lead nurturing is like gardening,” says Banish Angural, founding father of Banish Media. “It’s about time, relevance, and a good setting to count on the expansion from the seeds you have got sown.”

And as a B2B marketer, I couldn’t agree extra. B2B services take time to promote. It’s troublesome to take a prospect from not realizing 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 boost your gross sales funnel and e-mail advertising and marketing technique, lower advertising and marketing prices, and improve conversions. On this put up, I’ll stroll you thru what I realized from talking with advertising and marketing specialists, one of the best practices for lead nurturing emails, and easy methods to write them successfully.

Desk of Contents

• Lead nurturing results in extra gross sales. Corporations 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 shopper. In any case, there’s a motive the best e-mail advertising and marketing methods are segmentation (78%), personalization (72%), and automatic e-mail sequences (71%) (HubSpot).
• Lead nurturing emails join your buyer to your product with out laborious promoting. Half of shoppers buy from advertising and marketing 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 fee of different automated emails (E-mail Instrument Tester).

In that sense, Paul Stainton, director of content material and web optimization at AgencyAnalytics, thinks of lead nurturing emails as “strategic touchpoints to interact prospects and remind them why they related along with your model within the first place… Consideration spans are quick, 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 along with your model, whether or not that’s by signing up for a publication, downloading a whitepaper, or attending a webinar.

At this level, they’re sometimes on the prime of the advertising and marketing funnel, simply starting to find out about what you and your organization supply. And from there, a sequence of focused emails helps information the lead by way of the funnel.

(Tip: Should you’re unfamiliar with lead nurturing, we encourage you to take our free lead nurturing course.)

Nurtured leads make 47% bigger purchases than non-nurtured leads. Additionally they produce a 20% improve in gross sales alternatives (on common). So, in brief? Sure. Lead nurturing emails have confirmed to be extremely efficient at shifting potential prospects by way of the gross sales funnel and in the end driving conversions.

For example, Stainton seen that some customers had been signing up without spending a dime trials however not finishing a key onboarding step wanted to completely 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 consumer activation.”

Equally, Joe Kevens, director of demand era at PartnerStack, shares that the model often sends its leads “emails like ‘5 straightforward 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 just a few commonalities among the many entrepreneurs I spoke with. Your lead nurturing e-mail wants to attain three separate objectives concurrently to be efficient:

• Get your prospect’s consideration.
• Be customized to the best way they discovered your model.
• Educate your prospects on options and advantages they may not 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 frame with the aim of shifting them nearer to a purchase order choice. It’s a strategic warming-up tactic that’s usually customized and optimized with the aim of constructing relationships and belief with potential prospects who’ve proven curiosity in your model.

That stated, because the phrase nurturing implies, you sometimes don’t ship a single e-mail. It takes just a few emails to attain the objectives I listed above. So entrepreneurs, right here’s how you are able to do simply that:

Most individuals simply scan their inboxes — particularly if it’s an e-mail from a model they’re not acquainted with. Information 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 could flesh out a subject.

For instance, some B2B matters are far more complicated 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. Folks need you to assist resolve their issues,” so be certain that your language is customer-focused.

4. Make sure the emails progress naturally.

An awesome 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 wish 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 may hold your prospects engaged and invested within the lead nurturing course of.

5. Check your emails and observe 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 matters, I like to recommend testing topic strains, content material, calls-to-action, and even the timing and frequency of your emails. Nevertheless, be sure to’re testing one variable at a time.

For instance, you possibly can arrange your e-mail sequence to ship emails every single day consecutively to 50% of the listing 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 concept” and name to motion within the e-mail.
• Conversion charges. Decided by your supply, touchdown web page, and the way effectively you’ve conveyed your message within the emails.

6. Personalize and section 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 along with your new leads, you could personalize your emails based mostly on their distinctive pursuits, behaviors, and stage within the funnel. 

For instance, Lyn Collanto, outreach specialist at KBA Internet, personalizes lead nurturing emails this fashion: “If a lead visits our pricing web page a number of instances however would not convert, we’d set off a particular welcome e-mail sequence that highlights buyer success tales and provides a limited-time low cost.”

I like to recommend creating a number of automated e-mail sequences based mostly on particular actions. Some companies could have extra alternatives than others, however by personalizing the set off level, you possibly can concentrate on the precise intent of the lead.

To take it one step additional, you possibly can section inside every e-mail sequence. For example, if a lead doesn’t open the primary two emails, you may need to ship them down a distinct path — like emails with extra intriguing topic strains.

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 along 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 and marketing supplies, out of your web site to your social media posts.

Use colours, fonts, and imagery that align along with your model tips. 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 along with your leads over time.

That stated, exhibiting your character in emails might help make you extra memorable, constructing connections quicker. The extra real and human your emails really feel, the extra seemingly your leads are to attach with them on a private degree. It’s one thing I like to recommend you take a look at.

Professional tip: Riccii Terro, advertising and marketing 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 trade, position, 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. For example, you’ll need to tailor topic strains to how your leads work together along with your model. In the event that they signed up for a lead magnet about content material advertising and marketing, your topic line may very well be “The key to Google’s 2024 replace…”

I like to consider the topic line as a promise — what worth will the reader achieve by opening this e-mail? This inherently builds curiosity and can get your prospect’s consideration.

Professional tip: Try this information on easy methods to leverage segmentation to take your personalization efforts to the following degree.

3. Deal with ache factors.

After getting their consideration, it’s time to handle potential ache factors along with your resolution. Put your self of their sneakers and ask:

• What retains them up at evening?
• What obstacles are stopping them from reaching their objectives?
• How are you going to body your e-mail to point out that you simply perceive their downside and might actively resolve it?

4. Embody testimonials.

Whereas not each lead nurturing e-mail would require social proof, you must embrace it once you’re actively promoting. It’s contextual. Sharing success tales or testimonials from glad prospects helps leads envision how your services or products can profit them.

For instance, you possibly can embrace a number of quick testimonials. Or you possibly can write a complete story-based case research e-mail that reveals how one in every of your prospects solved the precise downside potential prospects are dealing with along with your resolution.

5. Share a data bomb.

I all the time attempt to incorporate no less than one aha! second in every lead nurturing e-mail. This may very well be a shocking statistic, a thought-provoking perception, or a precious piece of trade data.

In advertising and marketing, you need to persuade the prospect to consider their downside in your phrases. This shifts your prospect’s perspective and positions your model as the precise resolution to the issue.

For instance, let’s say you’re in a cybersecurity agency and determine to ship out an e-mail overlaying information safety. In that case, you could cite statistics about how X% of corporations know information safety is a matter, however solely X% are efficiently avoiding threats by utilizing your organization’s distinctive resolution to guard information 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? Be sure your CTA is distinguished, 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 embrace an unsubscribe button. As a marketer, I’d all the time select a lean, 5,000-person e-mail listing that’s actively engaged and able to purchase over a 50,000-person e-mail listing that’s not.

Plus, together with an unsubscribe button retains you consistent with authorities and ensures your deliverability fee is excessive.

8. Observe up and optimize.

Lead nurturing is an ongoing course of, and there is all the time room for enchancment. That’s why I constantly 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 strains, CTAs, or content material angles.

Lead Nurturing Emails Are Important

Lead nurturing emails bridge the hole between preliminary curiosity and ultimate conversion. And infrequently they will construct belief, set up credibility, and information leads towards a purchase order choice 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 permits you to section your viewers, personalize your messaging, and ship the precise data on the proper time.

When your lead nurturing technique is completed appropriately, it is going to allow you to appeal to extra of the proper prospects whereas filtering out the improper prospects.

Editor’s observe: This put up was initially printed in December 2021 and has been up to date for comprehensiveness.