Hopefully, you’re already aware of the important role that email marketing plays in generating leads and building your mailing list. It can often be overlooked in favour of other more attractive marketing channels, but the humble email remains an important piece of your marketing puzzle, especially when it comes to turning those valuable leads into even more valuable conversions.
This is done through the process of lead nurturing, and it’s vital that you utilise email in order to increase conversions and drive revenue. But what is lead nurturing and why is email so important? Read on to find out.
What is lead nurturing?
Great! You’ve got new leads. You’ve improved your newsletter sign up form and, since then, you’ve seen a spike in the number of people who are joining your email marketing mailing list. But if you thought you could sit back and relax, think again. Now you’ve got those leads, you need to look at how to turn them into conversions.
This is where lead nurturing comes in.
Lead nurturing primarily focuses on developing relationships with your leads, and maintaining that relationship with them throughout every stage of the purchasing journey. This process involves listening to what your prospective customers need, building trust, increasing brand awareness and being present until they’re finally ready to convert.
According to Hubspot, 50% of your leads are qualified but not yet ready to convert, and 79% of leads never convert due to a lack of effective lead nurturing.
This means that there’s likely a significant number of your email subscribers who would benefit from a successful lead nurturing strategy.
The importance of email.
As I mentioned earlier, lead nurturing is about looking after your leads and one of the best ways to build trust and reinforce your relationship is through email marketing. Ultimately, lead nurturing is based on how your audience behaves, and email campaigns allow you to share relevant and engaging content using the audience insights you’ve already obtained.
Three components of email marketing that are key when it comes to lead nurturing campaigns are segmentation, personalisation and automation.
- Segmentation – one of the first things you should do is segment your leads based on where they are within your conversion journey. This allows you to effectively and accurately share relevant content with your audience to further build that relationship.
- Personalisation – now you’ve segmented your audience, it’s time to consider personalising your content. Hubspot says that personalised emails can improve conversion rates by 10%. This is because personalisation ensures your campaigns are more targeted and engaging for your leads, further encouraging them to convert. Think about how you could personalise your emails to make them more relevant for your audiences, such as using location or gender-specific content.
- Automation – utilising automation allows you to be there for your leads at every stage of your conversion funnel. You can build an automated email journey that triggers emails to be sent at different times. This is important as the first email your lead receives should be different to the last email they receive prior to converting. For example, the main call-to-action in your first email might be a softer conversion point (like ‘Download Our Brochure’), whereas your sixth or seventh email (once you’ve built that relationship further) is likely to be focused around your key conversion point like making an enquiry or purchasing a product.
Should I be utilising email marketing for lead nurturing?
…the simple answer is yes, absolutely!
You put the effort into generating those leads, so why let them go to waste by not nurturing them? Email marketing really is one of the best ways to reach your audience on a more personal level, interact with them and create important relationships built on trust. And when your leads trust you and your business, they’re more likely to want to convert, ultimately driving revenue.
Want to learn more about email marketing?
Get in touch with our team to find out how you can utilise email marketing to nurture your leads.