The Power of Lead Nurturing Through Email Marketing: Getting it Right

Posted by Megan Fox

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May 8, 2018 2:00:00 PM

You have been getting a lot of traffic to your site; people are downloading your offers; they are converting into leads. Great! Now what?

You aren't going to let them stew in a segmented email list that never gets used are you? (I hope you said no.)

You're going to create fresh, tailored content in the form of an email campaign for each offer and nurture your leads until they make that closing sale, right? (RIGHT!)

Keep reading to learn best practices for lead nurturing emails, creating successful lead nurturing campaigns and different types of nurturing emails you should be using.

Inbound Marketing in a Nutshell

In short, inbound marketing is attracting and converting customers through relevant, reliable and recent content. With inbound marketing, potential customers find you through search engines, social media and blogs.

Here is how a potential customer could shimmy through the inbound marketing process (when they are in the awareness stage of the buyer's journey):

  1. You have worked tirelessly at perfecting your search engine optimization on your web pages (go, you!), and now you are showing up on the first page of Google.
  2. Potential customers are searching the keywords you strategically placed throughout your website copy, headlines, alt text, page titles and are now clicking through to your website.
  3. Because you centered your text around how you can HELP them with their PROBLEM(s), they are beginning to trust you.
  4. They see you have an informative eBook they can download to get more in-depth information, and all they have to do is provide an email address.
  5. They opt in (this is the biggest difference between inbound marketing and traditional marketing--potential customers opt in willingly instead of marketers using pop-up, disruptive ads), and the eBook shows up simultaneously in their email.

You have converted a lead! And now you need to keep gaining their trust through lead nurturing until they make that closing sale.

5 Steps for Creating Successful Lead Nurturing Campaigns 

Below I outline five steps you can take to ensure you generate more customers through your lead nurturing campaigns.

  1. Chances are, your company has more than one type of customer. So, common sense tells us you need to make sure you are marketing to each type of customer. Let's use healthcare for an example. If you are a dermatologist and serve patients who want their acne cured, patients who want to get rid of wrinkles and patients who want to lose weight, you need to segment your website into different funnels and offer tailored content for each type of these patients. Your email marketing needs to reflect these segments and use tailored content for these different patients' wants and needs.
  2. When someone converts and downloads a piece of content, that does not mean they are ready to buy. So do not send a follow up email requesting a quote or a demo. Send them educational content that offers them value like webinars, blogs, published articles, white papers, case studies, videos, testimonials, infographics, reviews; the list is endless.
  3. Be sure to set objectives and goals for each email. You want to move your potential customer further down the sales funnel. Don't send out random emails. Create an excel spreadsheet, or whatever works for you, and list what your email subject line is going to be, what call-to-action will be used, the type of content you're using and what the goal of that email is (share insights, download content, educate, etc.). This type of chart is a perfect way to help you organize your campaigns and make sure you're implementing goals to reach that final step--the sale.
  4. Set up a timeline for your emails. Typically, it is good to send two or three emails to your prospects in a lead nurturing campaign. Space our your emails accordingly. If your sales cycle is 30 days, you may want to send emails out the 1st, 10th and 20th days after a conversion. Don't rush them into a sale. You want to gain their trust, and that takes time.
  5. Test your success afterward and optimize accordingly. As your campaign runs, experiment with subject lines and the calls-to-action to see which ones get better engagement and click through rates

Lead nurturing takes time, but when done correctly, you'll be able to convert more leads into customers for your business.

5 Types of Lead Nurturing Emails

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  • Educational content email: Educating your prospects is a crucial step in closing a sale. Display your value, and teach them about the things they want to know based on their on-site behaviors. What web pages are they looking at most frequently? What did they download already?  What are their pain points? Focus on one topic per email, and educate them over time as they move through your sales cycle. 
  • Connection emails: The more ways you and your prospect connect, the better. Invite them to subscribe to your blog, connect on LinkedIn, follow you on Twitter (follow them back), etc. The more interconnected you are, you have a better chance of them seeing you, and you increase your opportunities to impress them with your content, solutions and brand.
  • Promotional content email: Mix in promotional emails along with educational ones. Do you have a current offer you can advertise that lines up to where they are in the buyer's journey and what their interests/needs are? Demos, free trials, a coupon are all great ideas.
  • Emails that help them improve: Everyone is looking for something that will make them better. Better at their job, better at their hobby, better as a person. Send lead nurturing emails that speak to their personal goals. Like I said earlier, write your content in a way that showcases how you can HELP them. Do they want to lose weight? Do they want to cure their acne? Do they want to get back to playing with their grandchildren but can't because of their knee pain? Do they want to get back to excelling at their job but can't because of their wrist pain and carpal tunnel? Asserting yourself as someone who can make their lives better makes them more likely to trust you and convert into a customer.
  • Personal emails: If your lead is near the bottom of the sales funnel, send them a more personal email addressing their specific questions and concerns. They will get to talk to a real person instead of being a part of a group. Humanizing the brand and giving them a little personal attention can be what it takes to convert that potential customer into an actual customer.

No campaign is perfect. It will take time and tweaking to get it right.

InnerAction Media | Marketing Agency in Morgantown, WV 

From all aspects of inbound marketing: website development, video production, blog creation, social media management, social media advertisements and lead nurturing, InnerAction Media can help your business thrive.

If you are stuck and need to re-evaluate your marketing efforts, contact us today: 304-241-4959.

Or download our eBook for more in-depth marketing information below:


Megan Fox

Written by Megan Fox

Megan received degrees in journalism and communications media at Indiana University of Pennsylvania in Indiana, Pa. Megan is responsible for creating content for all our clients, whether that be in the form of blogs, news releases, web or social media. She uses various social media platforms and HubSpot to increase client's brand awareness for their existing and potential customers. Megan also conducts interviews with clients to help tell their success stories that are published various ways.

Topics: Lead Nurturing, Email Marketing

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