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Marketers send lead nurturing emails to take users from the consideration stage to the decision stage of the lead funnel. These emails are intended to provide further information about a product or service while emphasizing its top characteristics. Lead nurturing is an important strategy for marketers, and it’s one of the most effective ways to acquire new customers.
In fact, generating leads is the top marketing aim for 69 percent of marketers.
Brand awareness is increased via lead nurture programs. They provide information about a brand’s products and services to potential customers. A lead nurture email campaign’s goal is to build trust with customers and persuade them to select one brand over another.
Targeted lead nurturing programs in the form of email are the ideal approach for marketers to generate leads, drive traffic, and achieve conversions.
What is a lead nurturing email campaign, and how does it work?
A lead nurturing email campaign is a personalized, automated email campaign that marketers employ to guide customers through a journey that may impact their purchasing decisions.
These campaigns are automated, which means they’re built with email automation software that sends out scheduled blasts to potential prospects depending on their interactions with the company.
Lead nurturing email programs are highly targeted, personalized, and beneficial. They provide recipients with actionable information that motivates them to act. And emails are an excellent approach to reach out to these customers and convert them into conversions that help a company grow and succeed.
In fact, 55% of marketers believe that email campaigns yield the best results.
What are the benefits of lead nurturing emails?
• Increased sales • Lower costs • Automation possibilities
There are several reasons to use these emails as part of your lead nurturing strategy. They are as follows:
1. More sales- According to a study, nurtured leads generate 50% more sales than non-nurtured leads.
2. Cost-effectiveness- Email marketing initiatives have one of the best return-on-investment (ROI) in the digital marketing industry. For every dollar spent, this channel generates up to $40 in revenue.
3. Automation options- You may create a series of lead nurturing emails once and have them sent to every new subscriber automatically.
Top Goals and Objectives of Lead Nurturing Emails
• Increase conversion rates by 84 percent
• Increase the number of opportunities entering the pipeline by 82 percent
• Generate 74 percent warmer, sales-ready leads
• Improve prospect segmentation by 53 percent
• Boost response to a campaign by 42 percent
• Lower the cost of qualified leads by 38 percent
• Gain a higher acceptance of leads from sales by 33 percent
4 Lead Nurture Best Practices
Tip #1: Make your emails more personal
You can ask subscribers to provide different data if you acquire subscribers using SMTP Server’s subscription forms. In addition to an email address and a name, don’t ask users for a lot of personal information. Instead, focus on one or two things. A small piece of information, such as geography or gender, could help you develop more targeted content and nurture your leads more effectively in the future.
Tip #2: Experiment with different types of content
As previously said, firms in diverse industries nurture leads in different ways. Because there is no one-size-fits-all approach to converting leads into customers, you should experiment with different forms of content to see what works best for your audience. You can send an email with professionally prepared photographs, thorough descriptions of all features, customer feedback, and, ideally, user-generated content to market an electronic gadget.
Tip #3: Keep track of your email interaction
It is quite beneficial to track users’ responses to your lead nurturing emails at all times. There is no single statistic for tracking email engagement, but you may track open rates, click-through rates, and unsubscribe rates, among other things, and make reasonable estimates based on these indicators.
Tip #4: Use emails in combination with other media
To communicate with your subscribers, it’s best to employ a variety of media because some customers favor one channel over another, you must be present where your customers are most likely to interact with you. Each channel comes with its own set of benefits. Email, for example, is a one-way communication, whereas chatbots enable two-way communication, allowing you to develop a more engaging dialogue with your consumers.
You can connect with your subscribers via email, SMS, and web push notifications using an SMTP Server to generate a flow of triggered messages. With SMTP Server, you can develop a chatbot for Facebook Messenger and Telegram without breaking a sweat.
Top Lead Nurturing Program Challenges
• Creating appropriate content
• Targeting according to the decision stage
• Nurturing campaign workflows
• Personalizing campaigns
• Multi-channel integration
• Lead data segmentation
Platforms that Work for Lead Nurturing Campaigns
• Email – 78 percent
• Website – 48 percent
• Social Media – 39 percent
• Blog – 30 percent
• Events – 29 percent
Search – 24 percent and Mobile – 13 percent
You can quickly create email marketing campaigns that nurture leads at scale with SMTP Server Marketing Campaigns. Segment huge audiences, use dynamic content to personalize your message, create pixel-perfect emails, and track email performance to improve engagement over time.
