Opt-in advertising can help you grow your email list easily and efficiently. But an email list is only as good as the lead nurturing you put into it. To drive conversions, you need a multi-layered, long-term lead nurturing plan and email marketing series. It sounds complicated, but if you’re consistently growing your email list, the process is repeated as you fill your funnel with new leads. We can help you build a customized lead nurturing plan tailored to your business and your audience, but here are a few quick tips to get you started.
Automate Your Lead Nurturing Emails
The key to many things is to just get started. And that is absolutely the case for your lead nurturing email series. Automating your lead nurturing emails allows you to send them instantly, as soon as a new lead joins your list. This ensures that you are fresh in their mind, and that whatever motivated them to sign up is still relevant. If you enticed them to join with an offer, make sure you put the offer details (like free shipping or a white paper download) in this initial lead nurturing email to get them converting quickly.
Personalize Your Lead Nurturing Offers
The first thing that comes to mind when discussing personalization is probably adding a custom name field to a subject line or greeting. And while this has been shown to improve conversion, we don’t recommend stopping there. A personalized lead nurturing campaign is much more than just a customized subject line. Segmenting your list by sign-up date and site joined from can help you determine copy and creative. Looking at actions taken, such as browsing behavior on your site or past purchases, can help determine your primary message and offer. Personalization means customization and showing these leads what they are most likely to be interested in.
Supplement Your Lead Nurturing Campaign
Lead nurturing is primarily driven by an email marketing series, but it doesn’t have to end there. An integrated lead nurturing campaign can include a variety of marketing tactics, including paid social posts and other types of digital and display advertising. Retargeting across a variety of channels can be used to strategically drive your email marketing message home, while still relying heavily on the all-important Inbox and your primary delivery.
Ready to get started? We can help design a custom lead nurturing campaign and email marketing series for you.