This is a guest post written by
. Pam is a marketing communications/social media manager and freelance blogger who loves Boston, photography, charity events, sushi, wine, and the Red Sox.
Lead nurturing, which helps move your leads down the funnel via email marketing, is essential but not always implemented properly or efficiently. Most companies would like their leads to move down the funnel and become customers. However, converting leads to customers is not just about sending random emails. The content of each email should be relevant, targeted, and communicate value that your company has to offer.
Before you even start, you should strategize a content map, which will allow you to plan out your email campaign for different types of leads, and how it should be changed as they click on items, and move down the funnel.
5 Types Of Lead Nurturing Emails You Should Be Sending
1. Educational Content Email
- You could start with some general educational emails that have content demonstrating the value your company can offer (without being “salesy”). For example, you could have 5 different types of educational emails you can provide depending on upon the type of lead they are. You can provide educational content regarding marketing, technology related to your service/product, selling to their customers, managing their business better, etc.
2. Promotional Content Email
- Mix in some promotional emails along with the educational ones. Do you have a current offer you can advertise? Do so. It’s best to try to find a way to not get spammy with these emails, as we know, some will un-subscribe, some will go to the junk folder, and some will simply go unread unless the emails are enticing and valuable (note: subject line is key!)
3. Best Practices Email
- Did one of your leads click on a specific type of educational content in your previous email? Send them a more targeted best practices email in that specific genre. For example, did a lead click on a marketing item? Send them a whitepaper or webinar that will allow them to gain further information and realize the value you have to offer.
4. Demo / Product Offer Email
- Did a lead click on product info in an email or on your website? Then perhaps they would be interested in checking out a demo or receiving a free trial offer in order to delve a little deeper and get a closer look on your product/service. Send them an email invitation to a demo.
5. Personal Email
- If a lead has gone through the content map, down the funnel and is getting closer to the bottom, it may be a good idea to send a more personal and targeted email, perhaps from a sales team member. That way they get a more personal touch, have a chance to ask specific questions, and get to talk to a real person rather than being a part of an email group. Humanizing the brand, and giving some extra attention, can sometimes be just the ticket to converting a potential customer to an actual customer.
Tip: Test, Test Test
It is not always easy to apply the content map to a lead nurturing campaign, therefore testing is not just helpful, but necessary. You should have a handful of different emails for each category. For example if they are educational pieces, choose a few different topics to educate on. Change up the educational and promo pieces, and see which ones have the better open and click rates. Just remember, no campaign is perfect, and each person is different. It’ll take time and tweaking to get it just right.
Originally published Sep 19, 2011 11:15:00 AM, updated July 28 2017