As a marketer, the most important objective is not just attracting or capturing leads but nurturing them too. Your focus should always be on nurturing leads. It does not matter how many leads you have, what matters is how many can you retain, nurture and convert into customers.
More than 79% of marketable leads never convert to customers because there is a lack of lead nurturing in most organizations. However, lead nurturing is not only limited to new or prospective leads. You should use it to nurture existing customers as well.
Lead nurturing goes a long way if it is done right. Around 76% of top-performing organizations utilize lead nurturing campaigns to successfully rope-in customers. As a result, these companies generate 50% more sales-ready leads at 33% lower cost.
For starters, lead nurturing email campaigns are a wonderful way of establishing relationships with customers. You also get to delve deeper into each lead’s personal preferences and specific needs.
Email marketing campaigns are perhaps one of the best ways to engage and nurture leads. Here are the 10 lead nurturing emails that every business should send:
Engagement
If you are planning to engage your leads primarily, these emails should be part of your nurturing campaign:
1. Welcome Emails
These emails are solely for your newest leads. Every organization should have this highly-anticipated email as part of their nurturing activities. It is pretty easy to automate as well as personalize these emails. Consider this the first of many emails of a drip campaign. This email will serve as the gateway to your organisation, products, and services. .
2. Reengagement Emails
Any engagement email is primarily about letting the lead know that your organization cares and remembers. You will be engaging with every lead that is not sales-ready during their buy cycle so that they do not wander off to your competitors.
But despite your best efforts, there will be some prospects who will slip through your nurturing fingers. They are the leads that become inactive after a while into the sales process.
Reengagement will try to revive these leads. These emails will encourage the inactive leads to reenter the sales funnel. Anything that is interactive and probably will catch their eye is suitable for this purpose.
Educational Emails
If your goal is to educate your leads, these emails should be part of your nurturing campaign:
- Product Emails
When your leads progress through the ToFu (Top of Funnel) to MoFu (Middle of Funnel), they are ready to consume product-focused content. To make sure that their hunger is satisfied, you should start sending product emails that will educate them about your products and services. Not only that, your primary focus should be on how you can solve your leads’ problems with your product and benefit them in the long run. Case studies and in-depth testimonials will perfectly serve your purpose in this case. - Competitive Emails
The purpose of competitive email campaign is simple enough. It focuses on your product and how it is different from your competitors. It highlights mainly on the advantages that your product has over your competitor’s and the disadvantages that leads will face if they do not use your product. However keep in mind as to what your leads want. Do not feed them unnecessary content that they do not need.
Closure Emails
If you aim to close more deals, these emails are the way to go about it:
- Industry Related Emails
Depending on your lead’s position in the sales funnel, you should feed them content. As prospects move closer to the bottom, it is extremely important that you start sharing news and content that revolves around your industry. This can be anything from press releases to analyst reports that establish your organization’s grip over the industry. Such emails can serve as an eye-opener for your leads regarding your organization’s quality. - Promotional Emails
When your leads have reach the bottom of the funnel, it is safe to assume that they intend to purchase your product. You have to time your promotional emails correctly so that you don’t miss your target. Consider adding discounts, special pricing and access to different features depending on the needs of individual leads so that most of them will end up purchasing your product.
Retention
Now, once you have closed your leads, you would want to retain them. Here’s what you should do:
- Onboarding Emails
When a prospect turns into a new customer, an onboarding process ensues which is manual in nature. It is highly repetitive in nature, so marketing automation will help you with these tasks. Onboarding emails are more like orientation courses where organizations provide new customers with training material and other resources. Along with customer assistance from your sales reps, your new customers will feel right at home. - Upsell Drip Emails
When you have an existing base of customers, you can use that to design upsell or cross-sell campaigns. Through upsell drip emails, you will inform your customer pool about the large number of products that you have and how they can benefit from using them. You do not need to go through the entire buy process when you already have customers at your disposal. Rather than turning your emails into sales pitches, you should concentrate on how each customer will benefit from using your other products. - Renewal Drip Emails
Renewal drip emails are a great way of reminding your existing customers to renew their contracts. Depending on the time period, you can trigger it a month before, or you can setup multiple reminders. This will help your customers to remember the renewal date even if they forgot about it completely.
Enablement
If you want to enable sales, then look no further:
- Sales Enablement Drip Emails
Lead nurturing is crucial for your internal sales teams. You can drip new marketing content and your sales teams can use that to sell products. Any content from eBooks to videos can help them. However give your sales teams an option for opt-in because you do not want to clutter their inboxes.
Which of these emails do you use for your organisation? Share your valuable opinion with us.