All too often we hear a lot about lead generation, and not enough about lead nurturing. And while a strong focus on attracting quality leads is a good start, without lead nurturing those leads are almost worthless. Lead nurturing is the process by which leads are converted into customers, making it an essential part of any sales or lead generation process. Lead nurturing can take many forms, but the hardest working and most effective sales tool is typically a lead nurturing email series. The content may vary a bit by industry, but we’ve identified four key lead nurturing emails you need to send to start converting leads into sales.
The Welcome Lead Nurturing Email
Perhaps the most crucial of all the lead nurturing emails, your initial email needs to welcome leads to your list and deliver on any offer or promise used to get them to sign up. You also want to (briefly)
reintroduce yourself. Remember, the goal is to send this immediately after they sign up, so automate if you can. If not, send within 24 hours of them joining your list. The goal is to convert them quickly, so the longer you wait, the more you have to remind them why they signed up. If they joined from an opt-in campaign that promised free shipping or 10% off, they are highly motivated to buy. The sooner you start sending lead nurturing emails, the sooner those leads become paying customers.
The Reminder Lead Nurturing Email
Even with automation, not every lead with convert within the first email send. That’s why you need a second “reminder” email 48-72 hours after initial contact with your new lead. While the first lead nurturing email delivered on your offer promise, it also introduced your business and had some extra “welcome to the list” content. This second in your series of lead nurturing emails should get right to the point: buy now. This email is offer-driven, pure and simple.
The Value Proposition Lead Nurturing Email
Continue to send lead nurturing emails to these new leads, even if the first two did not result in a sale. Keep an eye on who is opening and clicking and how many people are not engaging at all, as you don’t want to hurt your overall list quality with low engagement. But two emails may not be enough time for someone to buy, particularly if your offering is expensive or involves a lot of time or customization. And if you are sending in quick succession, people may need time to think things over.
That’s why the third lead nurturing email takes a slightly different approach and focuses more on education of your company, product or service. Clearly outline the value you provide and what your key differentiators are. Include an offer and call-to-action, but make the focus more on storytelling and content in this lead nurturing email.
The Urgent Lead Nurturing Email
If they still haven’t converted after those three lead nurturing emails, it’s time to increase your urgency. Sweeten the deal, or stress the limited-time nature of your offer. This can also work well to encourage repeat purchases or to increase the average order with a “stock up and save” type message. The key is to make these leads think they need to buy now. Trigger this email at least a week after your initial lead nurturing email and make sure your subject line is working as hard as your offer.
Continue to rotate these lead nurturing email as needed and watch the sales roll in. Need to increase your database of leads before you get started? We can help you generate leads without landing pages and exponentially grow your email list.