So you've done all those integrated marketing things everyone says generate leads. You've invested in search engine marketing, social media, events, content marketing-and at every opportunity you collected prospect emails. Now what?
It’s time to try an email nurture campaign.
What is email nurturing? Email nurturing is a strategy focused on using a sequence of personalized or otherwise meaningful emails to convince prospects to become customers. Throughout the progression of emails, you should be educating leads, generating awareness, providing insights and building relationships. Best of all, no new investment is required. Once you have built out your campaign, you can begin to lead your potential clients through the sales process. Along the way you'll find that this type of campaign has some inherent benefits. Below are five of the top reasons to undertake your own email nurture campaign.
- Maintain and grow relationships
It takes time to build trust
and establish credibility. A nurture campaign gives you that time by allowing you to foster the company/prospect relationship by gradually providing content that addresses pain points or offers important information. Over time, your prospects will begin to see you as an authority in your field and are more likely to become customers.
- Discover upsell and cross-sell opportunities
When you reach out to potential customers through email nurturing, you have the advantage of being able to introduce them to other products or services that your company provides. An integrated marketer can look at analytics to see what resonates with email recipients and adjust copy further down the sequence. A Market2Lead study
found that nurtured leads close 9% higher average deal sizes than non-nurtured leads.
- Get more sales-ready leads
Email nurturing saves money as well as generating more and higher sales. The numbers prove it. For every $1 spent
, companies see $40 in revenue. Marketo found that lead nurturing produced 50% more sales-ready leads at 33% lower cost while The Annuitas Group discovered that nurtured leads make 47% larger purchases than non-nurtured leads. Much of the savings comes from automating emails (no need for constant human intervention) and ensures that your prospects know who to go to when they are ready to make a purchase.
The primary goal of a nurture campaign is to transition individuals
from leads to paying customers. A nurture campaign providing consistent, relevant and informative data is a convincing argument for making that leap. Nurturing your prospects builds trust and develops an awareness that helps to encourage them to become customers. Nurturing also encourages new lead generation because happy customers and engaged prospects are more likely to share experiences and content.
- Facilitate regular communications
A nurture campaign is an effective way to maintain consistent communications with potential customers. It allows for regular engagement, permits listening to and about their needs, and allows you to easily pivot to address industry trends or changes. As leads in your database age, their response rate declines, so keeping an open line of communication with warm prospects is essential. Genius.com found that 66% of buyers cited
“consistent and relevant communication” as a key influencer when they chose a solutions provider.
Start nurturing If you aren’t implementing a nurture campaign (or several) yet, you’re leaving money on the table. Take advantage of the opportunity to engage with, learn from and sell to your audience. Now’s the time to turn your leads into customers. If you need help getting started, let us know!