How Email Marketing may be your Best Lead Nurture Tool and to Take it Next Level
Email may not be as trendy as social media or more glamorous digital marketing strategies however to this day, it’s one of the most conversion-friendly channels there is and has the potential to generate significant ROI. Email has endured over the years by being the most effective way to nurture leads and produce immediate sales. Here’s why we think email should be a go-to lead nurturing tool.
Follow-up emails.
Lead nurturing is about creating a relationship with the lead and giving them the time to make their own purchasing decision. Remember, the average buyer engages in 10 or more pieces of content before making a purchase. Take the time to send follow-up emails personalized to the client. Segment your targets according to the actions they’ve taken to maximize your level of responsiveness. Marketing automation can work wonders in this role, allowing you to schedule emails across every lead with minimal effort. Follow up with leads quickly in this way and see the difference it makes months down the line as overall lead conversation rates get a boost.
Optimize every call-to-action.
CTAs are essential for nurturing and converting leads. Emails with clear CTAs increase clicks by 371% and sales by 1,617% according to a recent study. Everything in an email should be supported with strong CTAs aligning to where the customer is on their sales journey. A customer shouldn’t have to look for a CTA. It should be readily visible. Although text-based CTAs can work well, button CTAs are sometimes recommended as they’re more distinct and eye-catching, able to do more in color, font, and style. Placement of your CTA is also important. In Western culture, we read left-to-right and top-to-bottom so therefore CTAs should be towards the bottom right of any email message. This area’s the most effective place to put a CTA although you may find elsewhere to be occasionally justifiable.
Sense of urgency.
Explicit CTAs, conveying the unique features and benefits of a product or service, and creating appealing content is all a part of emphasizing sense of urgency in email marketing. Further emphasizing the sense of urgency is accomplished using limited-time offers or discounts. Phrases like ‘Buy now!’, ‘Download today’, and ‘Don’t miss out!’ are also effective in your email’s title and content as well. eCommerce sites are known to incorporate other techniques such as listing individual products with a ‘stock is low’ warning, countdown timers to increase urgency, and more.
Graphics and images.
The vast majority of communications on the Internet are visual, such as through YouTube, Snapchat, Instagram, and other platforms. Image content is the most engaging, quick and easy to consume. Consider developing quick 30-second selling-point videos or video testimonials into your email. Pictures of products, videos of a brand’s origin story, and other techniques are successful in email to inform, persuade, and nurture.
When done right, emails drive customers to buy but to do it successfully, it’s got to be on their terms. Just because they haven’t bought today does not mean they won’t buy tomorrow or months down the line. An ongoing email marketing campaign can be the difference between losing a prospect altogether and building a brand-customer relationship that eventually sets the stage for a purchase. Speak with Unlimited Exposure today for more information on how we can use email marketing and other digital marketing techniques to better nurture your leads. Join us today for more details!
