A full-funnel lead nurturing strategy utilizes email as well as advertising to target people through all stages of the marketing funnel.
Customers come, and customers go; it’s a natural part of business. But there are many marketing strategies you can employ to ensure that fewer customers opt-out or unsubscribe from your list. And for those that do? You have options to win back customers, even if they have unsubscribed from your list. It takes a little planning and a strategic technology partner, but the results speak for themselves: a higher opt-in rate than with unknown users, and a faster time to purchase as well. Here are the steps you need to take to win back customers.
A new year brings a fresh start. It’s the perfect time to evaluate marketing plans, lead generation strategy and advertising budgets. A new year gives you a great reason to take a cold, hard look at last year and see what worked, what didn’t, and where you can improve. So, in the spirit of new year’s resolutions and improving lead generation, we offer three lead generation resolutions to put into practice in 2019.
It’s not too late to convert last minute holiday shoppers! Online retail and 2-day shipping has allowed present procrastination to grow every year. Put the ease of ecommerce to work for you by employing one of these lead nurturing offers this holiday season.
Shipping is a hot topic this time of year, and there are quite a few lead nurturing offers that play to that. Many major retailers are offering free shipping, expedited shipping, or both! This is easier and more cost effective for someone like Amazon or Target to operationalize, but it doesn’t mean you can’t take advantage of the trend in your own way. Can’t foot the bill for full free shipping? Offer a low flat rate, or tier the shipping offer by order value. You can also discount upgraded or expedited shipping to help gifts get there in time, without sacrificing profit. Any lead nurturing email that mentions free shipping (even with a caveat) is sure to resonate with consumers this time of year.
Effective inbound marketing can draw customers to your brand and get them interested, but you are leaving a lot of sales on the table if you are not putting any effort into lead nurturing. Only about 4% of consumers are ready to buy the first time they encounter your brand.
With lead nurturing, you can move people in the other 96% through your marketing funnel and get them closer to becoming a paying customer. Incorporating lead generation into your email strategy is an effective way to increase your chances of success. While email best practices, like using a verified email list and tracking key metrics, remain important, the following are a few additional ways to improve your lead nurturing efforts.
The shoppers are coming. Is your email list ready? There’s still time to build a broader database and increase the leads you can market to. The internet is flooded with online shoppers and holiday planners browsing bargains, recipes and more this time of year. Make the most of it with an opt-in campaign that utilizes third-party sites to generate leads without landing pages on the content your potential leads are already browsing.
Lead generation can be downright scary, if you make some of these mistakes. Read on for cautionary tales to scare you this Halloween. And whatever you do…don’t turn off the opt-in!
On a dark and stormy night, a skeleton salesman set out to create a lead generation campaign. He built a complex landing page designed to obtain all the information he needed to build the perfect skeleton exactly to his client’s specifications. The form was long and detailed, including fill-in answers, drop-downs and radio buttons. Multiple buttons and clicks were required to advance and submit the final form. He cackled as he launched the lead generation campaign and sat back to watch the thunder and lightning roar outside.
You’ve got a solid email list. And a great email marketing strategy for turning sends into sales. But every email list could be bigger. And every unsubscribe list could be smaller. The key is to put those unsubscribed email addresses to work for you with a campaign to win back unsubscribers. The catch? You can’t email someone who already opted out of your list. So you’re going to need to reach them another way. But once you do, your email marketing strategy will be working twice as hard for you.
The old adage “it costs less to keep a customer than convert a new one” is still true today. But what about a former customer who has unsubscribed from your list? You might think it would take more time and money to resubscribe and resell to them than to an unknown user. After all, they actively opted out of your list at some point! Perhaps they have a reason to dislike you or no longer need your product? On the other hand, an unknown user has no history with you, and no pre-conceived ideas to block their path to purchase. It sounds reasonable, but we’ve actually seen that previously unsubscribed users are easier to resubscribe and often more likely to convert than a new lead. They’re easier to target, too. You just need a strategic win back campaign.
Ask any marketer running a lead generation campaign and they will probably agree that lowering Cost Per Lead, or CPL, is always on their mind. For some it’s the ultimate goal, while others may consider it secondary to quality leads and recognize that some leads simply cost more. Still, no one wants to pay more when they can get the same leads for less. How low your CPL can be is based on a variety of factors, including industry, size of desired audience, and targeting methodology. But many look at CPL as strictly a measurement of the cost to acquire leads, and nothing else. This can provide an incomplete picture of your lead generation efforts and prevent you from fully optimizing your campaign. To truly measure actual cost per lead, you need to develop a lead nurturing CPL that measures past acquisition and tracks performance.