5 Things To Consider in Stirring Your Lead Nurturing Emails
Modern-day buyers are different from what they once were. Back in the days, when you want to buy something, you go to the store, ask for brochures and inquire information, take time to decide and either make a purchase or go home to get spend more time on decision-making. But in the day of modern age and digital marketing, when everything is just one click away, you just sit in front of your pc or lounge and browse your phone then you get all the information about the stuff you are buying.
Does this fact make marketers obsolete? No, because modern-day marketers are repurposed. Instead of giving the product’s information and promoting it, they guide prospects through the marketing funnel and provide efforts that will convert them into customers. They are bound to understand lead’s interests and behaviors and analyze data that will help them devise strategies for effective marketing. This, together with the consideration of time and money, establishes the concept of lead nurturing.
Consider These 5 Tips To Stir Your Lead Nurturing Emails
Lead nurturing is the process of building relationships with your leads, gaining their trust as they embark in their buyer’s journey – taking care of them until they make a purchase and keep them coming back for more. Lead nurturing can be done in a lot of ways and different channels. One most common lead nurturing strategy is email marketing. So, how can you create a stir in your emails in this world where almost all e-commerce is sending emails? Here are five things to consider to make your emails stand out:
#1: Subject lines.
Your subject line is the first thing your lead sees, might as well wow them. Marketo strongly suggests using the Four U’s of Subject Lines:
- Useful – Does it have a value to the reader?
- Ultra-specific – Does it give an overview of what the reader will get?
- Unique – Is it compelling and notable?
- Urgent – Will it itch the reader to opening it?
Take your subject lines to the next level and incorporate subject lines that are
- Informative and educational- “5 Fashion Trends Rising This 2018”
- Inquisitive- “Did You Hear About This?”
- Announcing new products, a sale or a first look- “Spring Sale!”
- Offering solutions: “Organize Your Closet!”
- Timely: “Latest on Style: Updated Summer Lookbook”
#2: Your sender.
Effective lead nurturing is all about building your leads’ trust. Take note of your Sender name and make it trustworthy. You don’t want your emails ending up in your prospects’ trash or spam bins. Here are some options to choose from for your Sender or your From Name:
- Company/Brand Name
- Service or product
- Personal name or Specific employee name.
- Name of campaign
#3: Your email body.
Let’s say your prospect opened your email, what now? To serve the purpose, your emails should be clear, concise, compelling and should answer your prospects’ question: What do I get from this? Use the 30-second rule: Can you go through the email in 30 seconds and know its purpose? This trick will help you focus on constructing a clear CTA and value proposition.
#4: Your mobile friendliness.
You might be thinking how this tip seems to be irrelevant but over 50% of emails are opened on mobile phones. If you don’t want to risk missing these populations, better make your emails mobile-friendly. Here are some ideas:
- Scalable design
- Fluid design
- Responsive design
#5: Segment. Segment. Segment.
Lead segmentation is a crucial aspect of lead nurturing. It will enable you to make email contents that will work for a specific segment of targeted leads. One email may work for one segment but won’t work for the others. Segmented emails are known to have yield higher conversions than normal, uniform emails.
Incorporate these factors into your strategies and empower your lead nurturing through your emails.