How Does Email Marketing Help Companies Nurture Customers?
Approximately, only 5% of new leads are ready to buy now. This means that the majority of leads generated are simply not sales ready. The purpose of lead nurturing marketing campaigns is to increase the percentage of people that buy from you over time. There are two reasons why people buy. They purchase because they desire what you have to offer and because they trust you. A well designed lead nurturing campaign provides value for your audience, so they desire what you have to offer and feel that they have a closer connection with you. Lead nurturing answers the questions in their mind as they are asking the questions. As Pardot consultants, we have seen what works across multiple industries and we are going to share with you proven email marketing campaigns that will help you convert more leads into sales.
Before we jump into campaigns, it’s important to realize that one of the biggest advantages of lead nurturing email campaigns is that they better prepare leads to speak to sales people, while allowing them to focus on leads that are sales ready.
Sales Team for
the Best Result
If your sales team contacts a lead too early in their sales journey, a lot of your leads will not be ready to convert into a sale, frustrating your sales people and prospects. With the right messaging, leads can be educated on your products and services and will be ready to speak with a sales agent, without feeling pressured. This leads to more sales generated and a better conversion of leads into sales.
The most important aspects of a successful cold lead nurturing campaign are as follows.
Answer QuestionsYour leads need answers about how your product will satisfy their needs and solve their problem, so they feel confident as they transition from the information gathering phase to the comparison and purchase phases.
Build RelationshipsAs you send out your marketing content, it should be personalized and feel like it is one-to-one. Video can also be integrated into your email communication to help connect with them on a personal level.
Provide ValueCold lead nurturing shouldn’t focus on an immediate sale but instead concentrate on providing value to your prospects, so that they are well informed. There are many types of content that you can use during this information gathering stage, including:
- White papers
- Tip sheets
- Educational webinars
For prospects that are further along in their decision-making, you can provide value using the following:
- Product webinars
- Case studies
- Data sheets
- Demo videos
Sequenced Lead Nurturing Email CampaignWhile drip email marketing campaigns often come to mind when it comes to lead nurturing, there are different types of lead nurturing campaigns that you can implement for different parts of your business, including:
- Cold lead nurturing campaigns
- Lead magnet follow up campaigns
- New blog subscriber campaigns
- Event follow-up campaigns