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Your content worked – it was successful in generating multiple leads. But now what? Are you waiting for your prospects to contact you? Certainly not. Strike the Iron While It’s Hot: Use email marketing to connect with your prospects, nurture them, and take them further down the sales funnel.

This is where lead development emails come in. These email templates are used to deliver targeted content that educates prospects, builds trust, and prepares them to make a purchase. Interestingly, more than a quarter of marketers get 10% to 20% better response lead nurture campaigns versus standard campaigns.

Let’s take a look at how you can nurture your prospects with relevant email communication and shorten the sales cycle.

1. Segment your prospects

Email is a powerful channel. Don’t overdo it by spamming your prospects with irrelevant emails and ask yourself why your efforts aren’t coming to fruition. If you want to get people to take the desired action after reading your email newsletter, you need to make it relevant to them. How are you doing that? By segmenting your prospects.

According to a report, segmented and targeted emails generate 58% of all revenue.

Lead segmentation is the process of classifying prospects into smaller groups based on various parameters such as:

  • Demography
  • Site
  • Buying behavior
  • Company size, team or industry
  • Main source
  • Step into the sales funnel
  • Cart abandonment

This way, your prospects receive content that is focused on their needs and valuable to them, resulting in increased engagement.

Let’s say that you are an international brand and that you are present in several countries. As part of your global marketing efforts, you should segment your prospects by country in order to send them support emails that are localized and relevant to them.

Here’s an example of a localized email that’s relevant to people living in Canada.

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2. Determine the name of the e-mail sender

We don’t realize how important the sender name plays in opening emails. In reality, 42% of beneficiaries decide if they should open an email after reviewing the sender’s name, not the subject line.

The sender’s name should build trust and build brand recognition. It’s also a good idea to use different sender names for different segmentation lists, which makes it easy for subscribers to categorize emails.

For example, information about purchases and newsletters related to the campaign should be sent under two different sender names.

Here are some common email sender name patterns:

[Company name]

[Company name] Team

[Name of company representative]

[Name of company representative] from / to [Company]

3. Create an effective email flow

50% of prospects you generate are not ready to buy.

The goal of lead nurturing emails is to engage them and persuade them to buy. The most effective way to approach this is to create an email flow.

A flow or nurture sequence refers to a series of automated emails sent to subscribers based on triggers over predetermined time intervals. The idea is to keep the relationship going and stay ahead while delivering valuable content.

For example, let’s say someone downloads a guide and becomes a lead. You can send them a thank you email for the download, forwarding it along with other types of content depending on their weaknesses. You can then introduce them to your product or service that they might be interested in over the course of a few weeks.

Use a timeline template to trace individual email flows and map them to the relevant content you plan to send.

Here is an example of a prospecting email intended to relaunch cart abandonment with a reminder of what they left in their cart.

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4. Send personalized emails

Did you receive any emails that looked like a model? Chances are, you ignored the email or sent it straight to the trash. This is what happens when you send impersonal and generic emails.

The key to making your lead nurturing emails produce results is to personalize them. Your prospects should feel like the email is specifically for them.

Here are a few ways to personalize your lead nurturing emails:

  • Address the contact by name (in the subject line and body of the email)
  • Use dynamic images and content offerings
  • Send content based on their demographics, location, buying behavior, etc.

Make sure you collect relevant customer data and understand your target audience in order to segment your lists, personalize your emails, and make your followers feel valued.

Here is an example of a personalized email from Goodreads. The email offers reading suggestions based on the recipient’s last read.

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5. Include a single call to action

The end goal of every email is to drive action. To achieve this, you need to place a prominent call-to-action that compels recipients to click and clearly tells them what to do.

What’s important is to use a single CTA that grabs their attention and leaves no room for confusion. Be sure to use specific, action-oriented words for the call-to-action copy.

Here are some phrases you can use for your call-to-action email:

  • buy now
  • Book today
  • Download now
  • Claim a discount
  • Watch the video
  • Improve the account
  • Learn more

In addition to the copy, the design and placement of the call-to-action button also play an important role. Use contrasting colors that make it stand out and keep it above the crease to maximize views and clicks.

Here’s an example of a powerful and well-designed call-to-action button in an email newsletter.

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Take-out

From educating new prospects and re-engaging lost ones, to generating conversions and loyalty; Lead nurturing emails are all about delivering the right content to the right person at the right time.

Don’t treat it as a one-time activity. It’s important to continue to monitor each lead and track email performance to increase engagement and optimize conversions.

Message by Adela Belin (1 posts)

Adela Belin is a content marketer and blogger at Writers per hour. She is passionate about sharing stories with the hope of making a difference in people’s lives and contributing to their personal and professional growth.

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