In today’s episode we’re talking about Lead nurturing, and how emails allow you to build a relationship with your leads and move them down the sales funnel until they are ready to become a customer.
Links in this episode: 7 Best Practices for Lead Nurturing Emails
Welcome to the Get Digital Marketing Results podcast where we give you information and actionable tips to grow your organization.
Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you.
In today’s Tech News Tuesday episode we’re talking about using emails to build a relationship with your potential customers as a way to get them to know, like and trust you, and become ready to buy from you.
Bob: That’s right Donna. A potential customer may have several types of interactions with your business. When they discover you they may add something to their cart, subscribe to your mailing list, or take advantage of a promotion. A lead nurturing email sequence is designed to keep them engaged and lead them to purchase with you. Your sequence might include valuable resources, tips, discount codes, or reminders to make a purchase.
Donna: Because 99% of email users check their inbox every day and usually multiple times a day, using email is a great way to nurture someone toward conversion. Once someone responds to your invitation by providing their email, you can then send them personalized content based on the reason they signed up.
Bob: The best way to do this is to set up in advance, autoresponders or drip campaigns, a group of emails meant to nurture your lead into becoming a customer. These will make your personalized emails even more effective, save you time, and improve your customer service. These emails are scheduled to automatically go out at predetermined times after someone takes a certain action. For example, once a customer adds an item to their cart, a lead nurturing email sequence could include a purchase reminder, a limited time offer, or a list of similar products they may like.
Donna: There are some best practices on these emails though. You’ll want to make sure you focus on one relevant topic per email, and keep them short and snack size. Also make your content “evergreen.” This means you’ll want to stay away from specific dates or seasonal information in these emails. Since someone can be added to the list at any time, you don’t know when they will receive a particular email.
Bob: Think about how often you tell customers or prospects the same information specific to their interests. You have the opportunity to package up your best messaging one time, then automate this experience with an autoresponder to deliver your message consistently to more people.
Donna: When someone first discovers you, that’s just the beginning. Many times they’re not ready to buy at that moment. But how will you remain top of mind with them? It’s important to keep engaging them, and showing them what it’s like to do business with you. Lead nurturing emails can build trust between your audience and your business, and establish your authority. Think about the process someone goes through when they buy from you and help them along the way with the best information provided at the time they are interested.
Bob: That’s it for today’s episode. You can find a link to several articles on this topic and a transcript of today’s podcast, at DelosInc.com/223. And don’t forget to subscribe, so you don’t miss out on our actionable digital marketing tips to grow your organization.