When a new lead enters your system by accessing an offer on your website, three-fourths of the time, he or she is not ready to buy. Chances are, all your new lead really wants right now is information.
That means it is time to kick in an automated lead nurturing campaign. Lead nurturing emails receive four to 10 times the response rate of standalone email blasts, because they are not random—they are based on what you already know about this lead, even if all you know is what brought them to your website in the beginning.
That knowledge, however, is enough to begin a series of automated emails with relevant information and offers that keep your new lead engaged.
Find all of the basics you need to begin planning your lead nurturing campaigns in Introduction to Lead Nurturing.
Lead nurturing emails can take several forms, or be triggered by a variety of interactions between your company and a prospect. Let’s review six different formats you can use for lead nurturing emails.
1. Lead Nurturing with Educational Email Content
One way to begin your lead nurturing campaigns is with emails offering educational content. These emails, being sent to leads who are still near the top of the sales funnel, aren’t focused on a sale because these leads aren’t ready to buy.
Instead, these emails offer links to blog posts, whitepapers, ebooks, videos or other content that will be helpful to your leads, offering information and insights.
2. Lead Nurturing with Promotional Email Content
Promotional emails can also be used, along with educational emails, especially if you have a special offer that is relevant to the lead’s previous interactions with your company and website. For example, if you are a sporting goods manufacturer with an upcoming outdoor show focused on water sports, send a promotional email about that show to leads who have downloaded case studies or watched webinars about water sports.
3. Lead Nurturing with Best Practices Emails
As an extension or addition to your educational emails, you can create a series of lead nurturing emails offering best practices for their topic of choice. Designate the emails as part of a series, so your recipients will be watching for the next message with information they can use.
4. Lead Nurturing with a List of Resources
Lists of resources are another way of providing educational content in a lead nurturing email. We know that lists are one of the best performing formats for blog posts, and they are attractive to email recipients as well. (Looking for a template for creating great list blog posts? Download 5 blog writing templates here, include one for list posts.)
Sending your leads a curated list of your top blog posts, videos or downloadable assets that fit their interests is a great way to establish your authority as a leader and information source.
5. Lead Nurturing with Demo or Product Emails
While most of your lead nurturing emails should focus on education and information, as leads begin to express interest in specific products services, it is time to use your lead nurturing emails to offer demonstrations or free trials.
Don’t make these emails too frequent, and be sure they are tightly connected to the lead’s indications being interested in that product. (Example: Thanks for downloading our ABC EZ Bookkeeping System comparison guide. Did you know you can try the basic system at no cost for 30 days? Click here to download your trial.)
6. Lead Nurturing with Personal Emails
When a lead is nearing the bottom of the sales funnel, having given indicators of being near a purchase decision, it is time to reach out in a more personal manner, possibly with a specifically targeted email from sales team member. The other emails we have talked about would instead all be automated parts of a lead nurturing workflow, kicked off by a certain interaction with your site.
But a personal email offers the lead a chance to ask specific questions and talk with a real person. This is your chance to humanize your brand and introduce the individuals your lead will be hopefully working with in the near future.
Each of these types of emails plays a role in a successful lead nurturing program, which should reduce the length of the sales cycle and help ensure that leads are truly qualified and ready to buy before they are handed off to the sales department.
Find more details on implementing a lead nurturing program in Introduction to Lead Nurturing.