Successful marketing thrives on effective interpersonal communication. One way to achieve this is through a the marketing strategy of sending lead nurturing emails. The term “lead” assumes that your business has some level of intel on this prospect prior to sending any email contact. A lead nurturing email seeks to implement this knowledge towards building a trusting relationship in an effort to guide them to becoming sales-ready. Here are five things to remember when crafting a successful email correspondence with a lead:
1. Establish familiarity.
Tailor your lead nurturing email to the recipient. Be personal, without being invasive. Try to make the email specific to their interests, while also showing you are receptive to any and all business. Build an individualized conversation rather than making a general pitch. If you’re simply copying and pasting a generic template, put in a little more effort to show your lead that you are actively invested.
2. Make yourself useful.
Once you’ve shown you’re invested in your lead’s interests, explain to them how you can help them. But remember, even though you now need to offer your value proposition, with this type of email you want to avoid simply giving them a “pitch.” Rather, explain how your offer suits their specific needs. Make sure they know how you can make a difference for them.
3. Use quality, not quantity.
You don’t want to bombard your recipient and become a nuisance. A successful lead nurturing email should seek to establish confidence in your business. Make sure that any email you send to a lead contains relevant and worthwhile information. Make it clear that you respect their privacy and conduct business with legitimate professionalism.
4. Have your lead nurturing email create incentive for action.
Now that your lead knows what you have to offer and is confident in you, you need them to act on your offer. The question you want to answer here is: Why should they want what you can give them right now? Remember that your prospective customers have many choices to make on a daily basis and they may only be taking 5-10 seconds to scan your email, so make your case compelling.
5. Keep the focus on the consumer.
People want to have their interests met. In order to reach your own business goals, you must first master the art of investing in their goals. If your lead feels at any moment their needs are secondary to your own, there’s a good chance they’ll swiftly go elsewhere. Fill your emails with “you” rather than “me” and “I”.
Good luck with your lead nurturing email campaign! For more helpful information on building out comprehensive email marketing plan, check out our free ebook below!