Collecting emails as a lead generation method and later moving customers down the sales funnel is a prominent marketing technique. Marketers organize webinars or publish white papers with the intent of educating their audience and collecting their data, including emails. But now you need to make sure your leads stick around and eventually turn into paying customers. An email nurturing sequence is a great way of doing so while providing valuable content.
What are Nurturing Sequences?
Nurturing sequences refer to automated emails crafted to entice leads to take a certain action and eventually become a paying customer. The main goal of creating and sending a series of emails over some period of time is to build trust between the business and the audience. Most people receive dozens of emails from various companies and sites and discard them. But if you manage to deliver value and actual insight into the product, industry, trend and connect with your leads, they are more likely to take the action you want them to take.
For example, your emails can include a white paper with extensive research into a relevant topic with an incentive to arrange a consultation to learn more details. Alternatively, you can provide a small tutorial about your product and offer a free trial to your customers to check out the solution themselves. Finally, give your leads access to case studies with information about your company and services.
Key Benefits and How Nurturing Sequences Work
We have already touched on the largest benefit of nurturing sequences, building a trusting relationship with your audience. But there is more and in this section, we will go over other important advantages of this marketing strategy.
Creating valuable and entertaining content
Besides informing your leads about your product and new developments, try to keep your emails entertaining. People react better to witty and fun content rather than dry articles. However, make sure to research your target audience and the market itself as it might be not true for your product. For example, fun content might not be appropriate in the healthcare or construction industries.
By incentivizing your audience to take a certain action and get in touch with your team, you are sparking up a conversation. Engage with your prospects and make them feel like they can reach out to you and ask any product-related questions they might have. Being transparent and open to communication is vital when it comes to converting your leads into loyal customers.
Remind leads of yourself
In the abundance of services people are offered on a daily basis, it is hard to remember all of them. By sending out well-crafted emails from time to time, you are reminding them of your product or service. Next time when they need a service provider in your industry, they will think of you and get in touch.
Increase ROI from marketing campaigns
Generating leads is a hard task to accomplish and marketers have to run ads, conduct cold email campaigns, create blog posts, and more to get those leads. If you do not take action and do something to try to turn them into customers, all this effort will go obsolete. To avoid losing prospects, nurture them and craft valuable content for them. Email marketing remains the largest ROI driver, making nurturing sequences a focal point of your strategy.