What is Lead Nurturing?
Lead nurturing is the process a business performs to develop relationships with their leads.
In most cases, you lead potential customers to a buying decision by sending an automated email sequence.
Research has shown that nurtured leads tend to spend 47% more than non-nurtured leads, making nurturing campaigns a must for every business.
Since email has been proven to be the most effective form of marketing, you should strive to focus your lead nurturing efforts on email campaigns.
Lead nurturing email campaigns get ten times greater response rates compared to other email campaigns.
There are six main types of lead nurturing email campaigns that you can use to warm up your leads and lead them down your sales funnel.
The Welcome Email
The welcome email is the first email you should send to your leads.
It can either be a single email or a series of emails welcoming your new leads.
Use the welcome email as an opportunity to introduce your company to your leads.
Make sure to remind them why they’re getting emails from you and how you acquired their email address.
Tell them a little bit about what kind of content you’ll be sharing with them in the future.
Studies have shown that welcome emails drive three times as much revenue as all other automated emails.
Welcome emails are a must for every business, make sure you set your welcome sequence.
The Educational Email
The most frequent type of email in your lead nurturing campaigns should be the educational email.
Educational emails serve to provide value to your leads and inform them on topics of their interest.
Don’t use educational emails to try to sell your products or services. Instead, use them as an opportunity to build trust.
You can use educational emails to share blog posts, white papers, case studies, videos, or ebooks with your leads.
Website owners will often send an automated monthly round up of their most popular, recent or relevant blog posts.
The Holiday Email
Your leads will appreciate if you remember them during the holidays.
Send your email list a holiday message wishing them happy holidays.
Consider offering your leads a little gift in the form of a discount or a free trial of your product or service.
Most people are in a spending mood during the holidays so they might be more open to trying out whatever you’re offering.
Open rates during non-working holidays can be much higher as well.
The Update Email
You should let your leads know about any major updates regarding your products or services, especially if you’re launching a completely new product or service.
Use this type of email to educate your leads on why this new product or update is great and how it can benefit them.
Consider offering them a free trial so they can test out your new offering and see if it’s something they might want to purchase in the future.
Giving monthly updates has been proven to increase customer retention and customer loyalty.
The Re-Engagement Email
Research has shown that 45% of leads who receive re-engagement emails from a company tend to read future emails from that company more frequently, even if they never opened the original re-engagement email.
Re-engagement emails are used to reach out to leads who haven’t interacted with your business in awhile.
Contact these leads and ask if there’s a specific reason why they’re not using your products or services and see if you can do anything to change that.
Try offering stale leads a discount or special gift to reignite that relationship.
The Sales Email
You’ll be sending sales emails like this to leads who have already gone through your sales funnel and arrived at the decision stage.
Use sales emails to guide your leads towards making a purchase.
Make the call-to-action clear so your leads know what they need to do to finalize the deal.
Whether it’s scheduling a call or entering their payment details on your website, make it clear.
The Abandoned Cart Email
Start improving your cart conversions rates by sending abandoned cart emails.
Well over 40% of shoppers are recaptured by sending abandoned cart emails after leaving products in their carts.
Most online business owners that use software like Shopify or WooCommerce often automate this task.
Abandoned cart emails are a great way to close a sale that almost got away.
Try incentivizing your leads with a “comeback discount” for finishing their order.
9 Tips for writing lead nurturing emails
If you’re still not sure how to go about writing your own lead nurturing emails, here’s 9 tips to help you get started.
1. Set Email Campaign Goals
Setting a goal for your email campaign should be the first thing you do.
Is there a specific action you want your lead to take – e.g. download an ebook or read a blog post?
Decide on your main goal for the campaign and design your email around it.
2. Segment Your Email Leads
Highly-segmented leads are the key to running effective lead nurturing campaigns.
Segmentation allows you to send hyper-relevant emails that will provide your leads with exactly what they need at that point in their buyer’s journey.
Disregarding segmentation can result in sending content your leads are not interested in, annoying them, and making them lose trust in your business and your intentions.
It might even cause them to unsubscribe from receiving your emails.
There are many factors you can use to segment your leads into smaller, more targeted groups. These include:
- Industry – Leads can be segmented based on what industry they’re in. This is especially important if your company provides services to businesses in a wide variety of industries.
- Demographics – You can segment lead based on their age, gender, or location.
- Buyer’s journey stage – You need to make sure to provide your leads with content that is relevant to the stage of the buyer’s journey they’re currently in. Leads in the awareness stage might be interested in educational blog posts while leads in the consideration or decision stage are probably interested in seeing case studies or testimonials for your business.
- Behavior – You can also segment leads based on their behavior (e.g. how they signed up to your list, what products or services they were initially interested in etc.)
3. Grab Attention With Your Subject Line
Subject lines are the first thing people see when scanning their inboxes.
Make sure that your subject line stands out.
Spend time crafting a good subject line.
A great subject line can mean the difference between leads opening or ignoring your emails.
You want your leads to interact with your emails.
Try to keep your subject line under 5 words and experiment with creating a sense of urgency.
Try encouraging leads to open your email as soon as they see it.
4. Provide Value With Your Emails
You should always aim to provide some sort of value to your leads through your emails.
Educate them by providing them with relevant content on topics of their interest.
Think about what type of content would benefit your leads.
Try providing leads with beneficial content on a regular basis.
Different types of valuable content you can send include the following:
- Blog Posts
- White papers
The content you provide your leads with doesn’t always have to be original content that you’ve created yourself.
Most companies curate relevant content from other sources and then simply send it to their leads.
5. Write Casual Emails
Don’t be overly formal when writing your emails.
Try to keep a friendly and casual tone.
Address your leads directly, as if talking to your friends.
Let’s say you need to deliver bad news like delayed shipments or an interruption of service.
Try to make your messaging a bit more formal for bad news.
6. Personalize Your Emails
Studies have shown that personalized emails drive six times as much revenue as emails that are not personalized.
You should try to tailor your emails to be as specific as possible for every single lead.
Basic forms of personalization include using your lead’s first name, location or company in the subject line or body of the email.
Try creating highly-segmented lists and send those leads hyper-personalized emails.
7. Simplify Your Emails
Experiment with making the design of your email as simple as possible.
Maybe even send out a text-only version.
Avoid technical jargon and try to use simple language in your emails.
You can use the Hemingway Editor to make sure that your emails are highly readable.
You should also strive to keep your emails short.
Most people aren’t willing to sit around and read very long emails.
You need to capture their attention and deliver your information in a quick and efficient manner.
Try to keep your emails under five sentences.
8. Stay Top-of-Mind
Email your leads regularly and provide them with relevant content to keep your business top-of-mind.
Don’t overdo it by emailing them every day. In most cases, you shouldn’t be emailing your leads more than once per week.
9. Make Your Emails Mobile-Friendly
This is why it’s important to make your emails mobile-friendly and ensure that everyone is able to read your messages and potentially interact with your business.
10. Write Better Email Copy
If you’ve written great ad copy in the past, these emails will come naturally.
Just make sure you keep it conversational and you grab the attention of your leads.
Lead nurturing campaigns are very important for a business’ bottom line.
However, if they’re not done properly, they can do more harm than good.
Use this guide to create quality lead nurturing campaigns and provide your leads with valuable content.
They will definitely appreciate it and might even consider returning the favor by doing more business with you.