Filling your customer funnel with people who are ready to buy is no easy task since the process of turning leads into loyal customers is a process that needs careful planning.
Since not every subscriber of yours signed with the intention to buy, collecting their data will give you the chance to see in which stage of the marketing funnel they are and how you can make them buy. This will not only help you deliver the right targeted content but also develop relationships that will promote your lead nurturing efforts.
The first thing to get your email lead nurturing running is to invest in a great email marketing automation platform that will give you access to email creation and automation tools.
When it comes to small businesses with stricter budgets, pricier services can be a little hard to get. Nevertheless, if you search the market, you’ll find a great deal of MailChimp alternatives like Moosend to provide you with the necessary equipment in your quest of lead nurturing.
What is Lead Nurturing and Why Small Businesses Need It
Leads can be divided into three qualified lead categories: Information Qualified Leads (IQL), Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).
What marketers want to see going down their marketing funnel are leads whose purchase intention is guaranteed. Whether you have a 1-person or 10-person company, emails are the best cost-effective way to increase customer engagement and build bonds by providing solutions to customer pain points in the form of useful content.
How Small Businesses Can Nurture Their Leads Through Email Marketing:
1. Create Automated Lead Nurturing Email Sequences
Automation is something that most businesses have already used in combination with their email marketing to maximize their open rate and brand awareness.
Since the process of sending emails manually is a time-consuming activity that will keep you back from other important tasks, the need for speeding up email marketing is an investment that will have remarkable results.
When you get the hang of it, you can either create or use powerful email automation campaign templates to increase your leads’ engagement effectively.
Be careful, though, because the frequency of your emails can encourage or discourage subscribers depending on the amount and time you choose to send them. To avoid that, you need to determine the frequency of your lead nurturing emails depending on your sales cycle.
Now what remains is to figure out which campaigns you should start sending out.
Creating educational content is one of the best practices to help your audience gain knowledge about your brand and products. By sending your leads educational campaigns you will slowly turn them into customers since the more they learn about you, the easier it’ll be to send them targeted content that will lead them towards hiring your service.
When these campaigns incorporate your services as part of your subscribers’ pain point solution, they can be the most beneficial lead nurturing campaigns you can use. For example, if you have a consulting firm that sends your subscribers some working pro tips about how to increase their sales, it’s very likely that they will want to access your paid services for more.
For a small real estate company, for example, newsletters are the perfect way to educate, entertain and nurture your leads. A newsletter that industry news, blog post updates or white papers will show your subscribers that you care about them and help you cement long-term customer relationships.
2. Use Email Marketing Segmentation
Email list segmentation has become a famous trend that businesses employ to maintain list hygiene and deliver targeted content to subscribers based on their interests, age, and location. When it comes to lead nurturing, segmenting your subscribers into different groups will help you deliver content tailored to their needs.
For example, if you divide your leads into Information Qualified Leads (IQL), Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) segments, it will allow you to map their journey and track the stage they are in. By doing this, you can easily come up with content that will correspond to the specific stage of the funnel they belong to and drive them towards customer loyalty more easily.
Daylite Tip: If you’re using Daylite as your CRM, you can create custom email lists by filtering your contacts by pretty much any info you capture such as location, type of client, services they’re interested in, etc. Here’s how to segment your list.
3. Personalize Content
The need for email personalization is extremely important if you take into account that 52% of customers that opened a non-personalized email chose another brand. While personalization is an element that brands gradually incorporated in their marketing strategies, using it now is very simple and profitable.
What you need to do is to leverage the information and interests your subscribers provide you when they signup like their name or geographic location. Using personalized marketing is one of the best tactics to earn customer trust and build brand loyalty, so neglecting to use it in your emails can lower their lead nurturing efficiency.
Here are two things you should always do when you use email personalization:
Carry out and Leverage Data Collection
Data collection can be achieved through targeted signup forms. Some of the things you should definitely collect are the name, birthday and country of your new subscribers that you can later use to feed your personalized content to specific segments.
Writing, for example, “Hi [Name],” instead of “Hi,” is the first step to make your email less formal and establish a connection with your subscribers.
Personalize Both Subject Lines and Content
When you create your lead nurturing campaigns the first thing you should look into is whether your subject lines alone can increase your open rate. For example, sending an email with an informal subject line intended for younger customers to an older customer can cause disengagement.
Since segments are divided according to different demographics, personalizing your subject lines according to age or location data will help you nurture them successfully and earn their trust as a brand that takes into account their interests.
Daylite Tip: If you’re using Daylite as your CRM and you want to email people in bulk while making them personal, follow these steps to use Email Templates and merge tags. If you’re pulling leads from a contact form on your website, you can pull these right into Daylite by using integration with Zapier.
The more leads you nurture, the more new customers you are likely to acquire that will contribute to increasing your annual revenue beyond expectations. By using email marketing to nurture leads Small Businesses can earn more by spending less.
So, if you automate your lead nurturing workflow, segment your leads into efficient groups and personalize your content, you’ll be able to turn your email marketing into a powerful lead nurturing tool that will guarantee your business long-term growth.
About the author:
Marilia Dimitriou is a Creative Writer working for email marketing software Moosend. When she’s not writing articles, you’ll find her spending time on improving her Copywriting skills and writing drabbles.