Learning to write effective emails is one way smart writers adapt to using the internet for their business. In this article Sarah gives some tips on writing effective lead nurturing emails.
Sarah Goliger is an inbound marketer at HubSpot, a marketing software company based in Cambridge, MA that makes inbound marketing and lead management software.
Once you’re generating leads for your business, one of the most critical components of a good lead management strategy is setting up lead nurturing campaigns to guide your leads down your sales funnel. By sending well-timed and closely-targeted emails, you can further engage your leads with educational content and other offers in which they may be interested. But so many emails go unread these days, or even worse – get marked as spam – so how can you ensure that your messages will be read? Here are 5 ways to make your lead nurturing emails more effective.
1. Provide valuable content. The first priority of your lead nurturing campaigns is to make sure you have something valuable to teach your leads. You should be looking to educate them about your industry, your company, and your product or service, but you shouldn’t dive into product-centric messaging right away. Follow up with your leads by suggesting they check out an e-Book of yours that’s related to the one they just downloaded, or view your webinar on a similar topic. Take the perspective of your lead by asking yourself, “If I were in their shoes, what would I be looking to learn right now?” Figure out what information would be helpful at each point in their buying cycle and time and target your email messaging accordingly.
2. Stay focused. Your leads are bombarded with messages all day long, and they’re probably looking for an excuse to delete your email. Give your leads a reason to read your emails by keeping the content tied directly to the topic the lead initially converted on. Each email should be focused around one topic in order to maintain a clear focus of your messaging. You should always include a relevant call-to-action to encourage your leads to download another offer, which could be more educational content or a free trial or demo of your product, depending on their position in your sales funnel.
3. Keep it short. Your leads are busy people. Structure each email so your recipients can glance at it and understand the value it provides to them within five seconds. Information overload happens quickly, and including too much copy, secondary calls-to-action, and unrelated links will detract from the effectiveness of your message.
4. Maintain a natural progression. It’s important to map the content of your lead nurturing emails to the leads’ position in the buying cycle. The idea behind lead nurturing is to set up a well-rounded campaign that guides your leads further down your sales funnel. Work with your sales team to determine what qualifies a lead to be “sales-ready,” and craft your lead nurturing strategy accordingly. The first email you send after the lead’s initial conversion might be very educational. Subsequent emails should continue to educate while giving the lead an opportunity to convert a second time. Ideally, as they learn more, your leads will gain more interest in your product or service, giving you a chance to promote more product-focused offers.
5. Change it up a bit. Since you’re emailing your leads more than once, it’s important to make them significantly different from one another. Don’t act like every email is the first they’re receiving it if it’s not. And make sure you coordinate your email sends so they don’t sound like they were written by different people in different offices. If you sent someone an e-Book two days ago, don’t just throw another content offer at them and hope they’ll download it. Replace the endless email offers by asking them for feedback in your next message, or see if they had questions about the previous email’s content. Offer to connect them to a sales rep or someone to help answer their questions. At the very least, mention the content in your last email and make a connection to the content you’re offering in the current email. There is a right and a wrong way to reach out to people in your lead nurturing campaigns, and hitting them with a different offer every time and praying for a reconversion is not your strongest option.
Follow these 5 tips to start writing emails that your leads will actually want to read, and you’ll be well on your way to more effective lead nurturing before you know it.
This guest post is written by Sarah Goliger.