Lead Nurturing with Email

You’ve got a new lead, so what’s the next step? According to Marketing Sherpa, 79% of marketing leads never convert into sales. So your approach to turning a lead into a customer should be a well-planned out strategy.If they’ve handed over their contact information for a top of the funnel piece of content or to enter a contest, it may be too soon for a hard sell. They need to be nurtured through the funnel with a series of emails that address their needs at each phase.Email is the ideal nurturing channel. Nurturing leads with emails generates 50% more sales-ready leads at 33% lower cost, and lead nurturing emails get 4-10 times the response rate of other emails (Silverpop). **Meet them where they are** Offer content that’s most valuable to the consumer based on the buyer stage, demographics and behavior profiles. Not sure where they are in their journey? Here are a few tell-tale signs:* Did they enter a Contest? Complete a quiz? They’re probably in the **awareness** stage.* Did they click through from your newsletter to a blog post? They’re most likely **considering** you as well as a few other companies.* Did they leave something in an online shopping cart? They’re probably ready to **purchase**.**Personalize**Make your nurture emails personal and contextual. Personalized emails improve click-through rates by 14%, and conversion rates by 10%. Use any data collected from previous interactions to create the most relevant experiences possible.**Automate**Automating lead nurture emails saves production time and resources, and increases qualified leads. Plus, marketing automation for lead nurturing can result in a 451% increase in qualified leads, according to MailGen.**Keep Mobile in Mind**67% of email opens happen on a mobile device. Optimize emails for mobile by incorporating device detection and responsive design to give our emails a fighting chance no matter what device your leads are reading them on.