Don’t Spam! Nurture first. This tutorial will share the various best practices and examples for setting up the most engaging lead nurturing emails.
What is covered?
- What is lead nurturing?
- What are lead nurturing emails?
- Why are lead nurturing emails important for business?
- Strategy for drafting lead nurturing emails
- How to write lead nurturing emails?
- 10 best lead nurturing email examples
What is lead nurturing?
Lead nurturing is the means of generating and strengthening bonds with clients at every level of the sales process. The ultimate goal of nurturing leads is to generate leads for the sales team by getting as many prospects and converting them into customers. A strong lead nurturing program mainly focuses on communicating and marketing efforts to listen to their prospect’s needs and present the information and solutions they need to develop faith, boost brand perception, and sustain a relationship until clients are ready to execute a purchase.
On average, 50% of leads in any system are not yet willing to buy. Reports say that almost 80% of new leads never turn up purchasing at all. Therefore it’s imperative to nourish relations with buyers over a strategic lead scoring system. Lead nurturing campaigns allow you to interact with buyers. Still, you can also use the data you collect to measure their interest and monitor action to optimize future campaigns further and develop a return on investment (ROI).
Today, consumers expect a more substantial level of personalization in marketing to grab their attention and allow an accessible web of engagement without bombing them with ads or emails. When you recognize your potential customers and what they require, you can adequately serve them and win their civility through genuine perception. Decisive lead nurturing must embrace your entire marketing program to consolidate the total amount of information your leads receive, including newsletters, product updates, database emails.
Try Focusing on making these intercommunications operate harmoniously and consistently and give patrons the best desirable experience, and you’ll ultimately gain the commitment of your leads.
What are lead nurturing emails?
Lead nurturing emails is a strategy used by marketers to carry out a lead campaign to nurture their leads and turn them into buyers. These emails aim to show more aspects of a product or service and highlight its best features. Lead nurturing emails usually urge sentiments by using social facts and user-generated content. Sometimes, they offer significant price cuts to add more incentive for making a purchase.
Marketers develop a lead nurturing approach to impact decision-making and wholesale the idea that it’s best to buy particular products from the brands. Without nurturing, users may decide to buy somewhere else or switch their minds and not buy at all.
Why is lead nurturing emails important for business?
If you offer multiple products and services, you have to instruct your customers first and prove that your solution is the most useful they could find. 96% of your website guests aren’t ready to buy, yet you need to convince them that your product will resolve their difficulties. And email marketing sets out to be the most potent lead nurturing tactic for 45% of mid-size businesses.
Lead generation is essential to a company. Without that, a business might struggle to produce sales and increase its business. Any business should hold a good lead creation strategy. A firm might make leads as they are uncertain what kind of people they are studying to attract and sell.
Several businesses are densely reliant on Lead Generation as it generates traffic to their websites where they can convert leads into consumers. Google has made the method of attracting people to businesses more comfortable, assuring that companies can let the system know how diverse their goods and services are from their rivals. In addition, it allows you to target a client base seeking your product or service through a search engine. And taking the lead right to your website improves the chance of the lead acquiring from your business. It also helps in increasing sales.
Nurtured leads get 50% more deals than non-nurtured ones and are cost-efficient at the same time. Email marketing campaigns have one of the enormous returns on investment in the digital marketing industry. It brings up to $40 in revenue for each dollar spent.
Strategy for drafting lead nurturing emails
Email campaigns are broadly used in the lead nurturing process because they are adaptable and allow brands to create communications depending on their goals.
Compelling subject line – an effective subject line plays a vital role while sending lead nurturing emails. Experts recommend having a catchy subject line that impacts your leads and turns them into your customers.
Email lists – Preparing email lists will help you build an effective email marketing campaign. Making an email list is the first thing you need to consider, as you will create an “opt-in” email address so that your emails don’t land up in the customer’s spam box. Or, if you are collaborating with an email list provider, be convinced they have good credibility and recognition in the market. One significant advantage while hiring the lead data provider is that the lists you get are presented and segmented in lead data.
Separated targets based on needs – Not all clients have the exact needs and requirements. You have to separate opportunities with similar situations. Define your target groups and then compose the nurturing campaign. This way would provide them with the want they are looking for. Your lead nurturing campaign works best in such situations.
Personalize emails: Personalized emails meant a lot more than merely communicating prospects with their first name. You can use the data acquired from the website activity of the prospect and address their needs subsequently by sending hyper-personalized email communications.
Email content: Simple and effective email content is always better than complex one. An email should present new and explicit information. Prospects might lose interest because of information overload. State the action you want readers to take in clear words if they are interested in your product or service.
Highlight significant advantages: In your emails, highlight words like ‘save, more, benefit, money, important, value,’ etc. Think from a reader’s point of view and list out significant and relevant issues.
Educate your subscribers: Every lead nurturing email should contain a new delicacy of learning which is not shared earlier. Potential leads will stop reading your emails if you repeat the same information using diverse words.
Response tracking: Lead nurturing does not stop after you have sent your first set of emails. A B2B marketer needs to track all responses generated by the recipients. The significant reactions to track are the email opens, link clicks, downloads, deletes, and forwards.
How to write lead nurturing emails?
1) Segment your audiences
It might be your consumer only who purchased once. It doesn’t mean you want to lose touch with them as they might want to buy your products in the future. So, segment your emails based on the time that has crossed or issues they’ve had. Must it be a week since they acquired your product? Segment them to check-in.
You can’t write strong lead nurturing email campaigns without segmentation. If you fail to segment, it’s like you’re stretching together a whole company of people, but you only desire to talk to the high-ranking executive in the organization. It might be best if you tailored your messages to the audience.
2) Variety of emails
Your emails should not be entirely self-promotional like your website and social platforms. No one expects to read email after email about how excellent your firm is or how desirable your new product is.
Instead, try to contribute value to your email with different levels of content.
Your emails should contain several content categories. All emails should include a clear call to action. So, subscribers get regular information that keeps them engaged. If your emails present knowledge, invites, free stuff, or calls to action, then you might get a higher reach.
3) Establishing a personal touch
Be Personal. Customers don’t want to feel like the object of a copy-pasted communication with no true personalization. Neglecting a personal touch is one of the most regretful things to do in the lead nurturing emails. Using the customer’s name and making a more personalized thank you note is much more effective and creates more influence than sending an email without mentioning the customer’s name.
4) Call to action
A call to action is a crucial component on a webpage that allows the user to know what to do next. Without a clear CTA, the subscriber may not understand the following actions to sign up for a newsletter or buy a product and is expected to leave the site without finishing their task. You can also use multiple CTA on a page if there are various wanted actions for the user to take. So when you plan on sending out nurturing emails, make sure you have a clear and loud call to action in your emails. If you’re sending emails without a clear CTA, then your email campaign is worthless.
5) Visual presentation
An average human brain can process visuals up to 60,000 times faster than a subject text. When it attains to marketing, content built with visuals is naturally more appealing and exciting for users. A pretty and attractive design serves to acquire and retain the user’s attention. Visual fascination is something that goes ahead with the concept of looking beautiful and appealing. The visual presentation directly influences the human mind, making an exclusive trust desire in consumers’ perception.
10 best lead nurturing email examples
- Uncommon Goods
Uncommon Goods, LLC is a Brooklyn-based, privately operated American online and catalog retailer established in 1999.They attempt to showcase a wide range of products in the background, which looks charming, and builds a section sparked by Pinterest for various aesthetics. Every area of the collection has a highlighted CTA. They have tried making the email seem very colorful and exhibit more like a curated pinboard than a standard sales email. They try to connect with customers and their emotional minds for wanting what they desire. By drafting a catchy eye email, they possess tremendous power to give their customers what they like and make them feel great about purchasing their product or service. This email also looks mobile-friendly, which can play a considerable part in the success of a lead nurturing email. According to the studies, approximately 56% of users prefer checking emails on mobile devices.
This email from Airbnb takes you places. Airbnb is very well known for its online marketplace that connects people who want to rent out their houses with people seeking accommodations in that vicinity. At present, they cover more than 100,000 cities and 220 countries globally. It has a clear CTA and has highlighted beautiful images of travel destinations of different countries and enlightening people about places to visit over there. It also endeavors to instruct its subscribers about their unique accommodations. They also offer to earn travel credit in which they ask their prospects to invite their friends to Airbnb, which is an excellent attempt to turn your leads into customers and plays a vital role when sending out lead nurturing emails.
- Sprout social
Sprout Social is known for social media management and a platform for optimization for brands and agencies of several areas. The platform gives a single hub for social media analytics, publishing, and social profile engagement.Sprout Social email efforts to showcase new critical features as a motive to attain leads. They explain to the readers the latest feature, letting their customers know that their trial is about to expire, and implement compelling information about the features to familiarize their decision. Providing the prospects a taste of your new products and services sprout social influences to inspire customers to learn more about their product.
Handy is the preeminent platform for connecting people looking out for household services with top-quality service professionals. Handy spontaneously matches thousands of clients each week with highly-rated professionals in cities worldwide.They have a sequence of clear buttons, information related to their service, asking their clients to chill, and a winning photo that makes this email from Handy appear more effective. More precisely, using an image of smiling customers is a smart move as it portrays the customers are happy with their services. And with this picture, they try to express a narrative that they fail to put into words. They have a refer friend option which is a prominent approach towards their CTA, and pitch in a 100% money-back guarantee which helps to build trust and customer relationships in the long run.
Netflix is a popular online subscription-based streaming platform that lets its members watch TV shows and movies without advertisements on an internet-connected device. It also allows users to download TV shows and movies for iOS, Android, or Windows 10 devices and watch without an internet connection. Netflix sends these emails to its subscribers, which has a clear CTA inviting them to find and watch something new after completing their previous show. They have a lovely email template displaying their top tv shows and movies in their gradient theme color to keep the users engaged and excite them to keep watching more content on their app.
Quizlet is a web-based software developed to assist students in learning knowledge through interactive tools and games. Quizlet’s purpose is to encourage students and teachers to practice and conquer what they’re learning. Quizlet email is simple in design with minimum graphic elements urging students to study smarter and discussing tackling some of the biggest studying challenges. They also provide some tips for handling stress in school.it has a clear call to action offering a seven-day free trial attempting to turn their potential leads into customers.
Freelancer.com is the world’s most significant freelancing and crowdsourcing marketplace by several users and projects. They connect over 53,355,705 organizations and freelancers worldwide from over 247 countries, regions and territories.freelancer.com helps Businesses to contract freelancers to work in the required field of their marketplace. Their email is full of excellent illustrations, and Freelancers do it well to catch viewers’ attention instantly. They determine the benefit of their service by illustrated art and then provide a note along with a clear CTA: “Get Started Today, let’s turn your dreams into reality.” If you can design images in your email, that will stick with your customers for a more broadened period and have a higher impact.
- Blue apron
Blue Apron is an American meal kit facility that mainly operates in the United States. The weekly boxes contain ingredients and include advised recipes that the consumer must prepare by hand using the pre-ordered ingredients. Their email template is impressive. They have a clear CTA, asking their subscribers to join now and get $30 off on their first order. They also instruct their consumers on how it works. They also provide a link to their social media handles as The social media channels allow nurturing leads by innovative remarketing approaches. Marketers can collect information and then remarket them to turn them into leads.
MOO is one of the most brilliant-looking card printing services that are enthusiastic about great design. The same exhibits in their email, too, which is artistic and elegant. Their Email headings are well structured, Which helps screen readers easily navigate content. They apply attention-grabbing pictures and color combinations to convey their message. It brings up its quality print products with a very well visually-oriented email marketing approach that improves its engagement rate, with top design templates, high-end options, and premium packaging. But its prices are significantly higher than other competitors in the market. They have a clear call to action, asking their prospects to shop now they have smartly put up three sections for three products by altering discounts.
Casper Sleep is an e-commerce company that retails sleep products online and in retail locations. Caspers email is efficient and straightforward. They include two simple CTAs asking subscribers to return to the cart and read more reviews. They remind their user to revisit the cart they have added products to and show what they were shopping for. Customers mostly read a review or testimonial before making a purchase. Caspers email adds social proof with a customer testimonial in this abandoned cart email and asks users to read more reviews. According to a study, regular customer testimonials can benefit you and generate about sixty-two percent more revenue from every customer than every time they visit your brand. A 92% of people said that they read testimonials when considering making a purchase.
Lead nurturing emails have a triumphant return on investment. Lead nurturing emails results in more sales. As today’s sales cycle is significantly prolonged, nurturing your leads is essential to progress and maximize profit as leads emails make your customer feel like your brand gives them the personal attention and builds a relationship with your brand. As per studies, Firms that outshine lead nurturing tend to create 50% more sales-ready leads at a 33% more economical cost. They motivate larger purchases. Encouraged or nurtured leads gain 47% higher purchases than non-nurtured leads. 79% of marketing leads never turn to sales. Lack of lead nurturing is the usual cause for poor performance.