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.
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.
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.