How Nurture Emails Transform Leads into Customers

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Illustration woman nurturing leads

You may have honed your marketing strategies enough to attract a fair number of leads, but this is only the first step. Once you have leads, it may take effort and focus to transform them into paying customers. Think about the last time you were interested in a product or service. You may not have purchased the item right away, but after reading an email or seeing an ad or several, you finally decided to take the plunge. A nurture email strategy, as the name implies, develops an initial interest into an actual purchase of your product or service.

You Can Lead a Horse to Water…

You may have heard that proverb, “You can lead a horse to water, but you can’t make him drink.” Those who are new to marketing strategies may not realize how many interactions it may take to create customers. In fact, it is estimated that 96% of all visitors to your website are not yet ready to make a purchase.

This is why you need a lead nurturing campaign. These campaigns take the form of a series of emails that are sent at regular intervals, such as days, weeks, or months. A smart, persistent email campaign can be one of the least expensive marketing techniques you will use, and it is estimated that those who use lead nurturing campaigns can increase their sales by 50%.

Types of Emails

The first greeting your leads will see from you may take the form of an email that is sent as a response to a specific action a visitor will make on your site, such as filling in a form or clicking a link. However, just because these trigger emails are automated, doesn’t mean they have to seem that way. Once your initial leads receive the trigger emails, it is a good idea to make sure they received targeted content depending on their interests or demographics.

What Are Targeted Emails?

After you have “caught” your lead with a trigger email, and they have subscribed to your “drip” emails that will come out at regular intervals, you can target content for specific types of leads to increase the chances of their buying your product.

It is important to personalize emails for your leads. Around 41% of people surveyed said that they unsubscribed to emails not because the product or service was inherently uninteresting, but that they felt that the emails were generic and did not speak to them personally. To create targeted emails, the first step is to identify different groups of leads and sort them into categories of personas based on objectives, interest, age, occupation, and geographic region.

Once you have various types of leads sorted into personas, create targeted content that will engage these specific leads. Each of your personas has different concerns, priorities, and values. Creating content that will market your product into the context of these personas will make your general marketing strategies more effective. When you have the categories of leads and targeted content just for them, then you can send your nurture emails to those who will appreciate them the most and will be likely to make a purchase. Develop the right targeted content solutions from emails, to blogs to landing pages, we can help.

Timeliness and Variety

When you get a new lead, it is essential to create a connection with them right away. One of the best ways to do this is with a trigger email, which reacts automatically to a visitor to your website taking an action. In addition to the initial contact, the drip emails should be sent in a timely manner and in regular intervals. It isn’t enough to have constant contact with your leads; you will want to reach them in various ways.

Email does not need to consist only of text. Include videos, pictures, cartoons, charts, and pictures. Find as many ways to engage with your leads in your emails as you do on your website. Provide valuable links to bring them back to your website, and always make sure there is something new to see there.

Although we spend a lot of time on social media, email still feels like the home address for many of us online. Your leads can receive your emails for some time before actually buying anything, but that is alright if you have some patience and an effective automated email system that can make marketing effective and lucrative.

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