Lead generation is an important piece of many marketing strategies. But without lead nurturing, those leads can never reach their full potential as loyal customers. Even the most qualified leads are only as good as the lead nurturing efforts that lead them through the sales funnel and convert them into happy, paying customers who spread referrals and make repeat purchases. Hopefully you already have a lead nurturing plan in place, but it can always be improved. And the single biggest improvement often comes from personalization.
Improving Lead Nurturing With Personalization
The idea of using personalization for lead nurturing is really quite simple. Think about it: are your more likely to turn around when someone says “hey, you!” or uses your name? This is an example of personalization at work. The more specific something is to us, the more likely it is to get our attention and drive action. Lead nurturing is no different, but there are a few different ways to go about it.
Name Personalization for Lead Nurturing
When lead nurturing personalization comes to mind, the most obvious example is utilizing names in email subject lines. This alone has been shown to increase open rates by up to 50%! So take a look at your database and see whose name you have or can match back to your list, and start adding it to your subject lines. Most email service providers make it incredibly easy to dynamically fill in the blank for known subscribers, and you can set default content for unknowns. This simple act of personalization can have a big impact on your lead nurturing efforts almost immediately.
Content Personalization for Lead Nurturing
A more complex option for lead nurturing personalization is to customize content based on known preferences. You’ll need a more robust database and tracking system, but the premise itself is simple: show leads the content they’re more likely to be interested in. This could be through campaign segmentation by target audience, such as highlighting sunglasses to one climate and rainboots in another, simply by looking at zip code. Or you can dynamically customize with modular email blocks that pull data from customer history, such as past purchases, and selects relevant associated products or upsells based on their previous selections. This is a great personalization opportunity when your lead nurturing efforts are focused on creating repeat customers.
Activity Personalization for Lead Nurturing
A more advanced type of lead nurturing personalization uses pixels or cookies to track behavior on your website or email, then selects content or subject lines based on the user’s activity. This is a powerful type of personalization, but it can be tough to implement without the building blocks above.
The bottom line? Any amount of personalization can go a long way when it comes to lead nurturing. Let us help you grow your list, then let the lead nurturing begin!