Email marketing is considered one of the most economical sales generation tool these days. Market research states that e-mail marketing generates $36 against every $1 spent. Obviously, every entrepreneur may find such ROI attractive. But, still a significant number of small businesses and mainly women solopreneurs hardly use email marketing actively for lead nurturing.
In this blog, we will highlight various strategies to use email marketing effectively for lead nurturing. But before that let’s start with the basics.
What is Lead Nurturing?
Lead nurturing is the process of leading your potential customers through the sales funnel. Once a business generates a lead, it needs to engage customers with information, support and guide them to their final purchasing decision. This way your potential customers stick to your business, and convert in actual sales. This process is just like seeding a flower in a garden, where the gardener does not leave sprouts on its own. But nurture it with care so that it can blossom in fruits.
Do marketers follow the same email marketing strategy for lead nurturing for all customers?
No,’one size fits all’ doesnt apply in case of email strategy too. Expert marketers segment their potential customers on the basis of demographics, buying behaviors, and their place in the sales funnel. This type of segmentation is referred to as customer persona creation. However, businesses keep customer persona in consideration while setting their email marketing strategies for lead nurturing.
How to create a lead-nurturing email marketing strategy
Women entrepreneurs or solopreneurs can use below mentioned email marketing strategies for lead nurturing.
Define your audience
Understand, who are your customers? What are their needs? The ideal lead nurturing email marketing strategy will target specific customers who have interest in your products.
Realistic goals for the campaigns
Campaign goals must be specific, measurable, achievable, relevant and time-specific. Such campaigns that are based on realistic goals can generate better results and create a base for futuristic campaigns too.
Set up an email frequency
Email campaign should not bombard your customers to the point that they feel sorry for showing interest in your product. So, set rules for email marketing, plan frequency and email chains that address a specific type of customer response including unopened, bounced and clicked etc.
Create an email copy
Lead nurturing emails are written with a specific purpose. So these emails go to a set of customers. Therefore, while creating email copy for lead nurturing, consider your audience’s level in the sales funnel.
Optimize your campaigns over time
Just like any other marketing campaign, you need to evaluate the effectiveness of your email. Therefore, analyze the results, bounce rates, click etc analytics and optimize email copies. This optimization can be by changing the length of emails, changing the subject line of the email etc.
Once you have improved your email marketing by considering all the above factors, you will likely see an increase in sales conversions. In case you wish to know more about email marketing or want us to cover any other topic, please feel free to contact us. Our business bio platform supports small businesses in their brand creation.
Recommended Readings:
How to Overcome Sales Objections and Close More Sales like a Pro
The Power of Branding in Building Customer Loyalty
How to Use Client Stories to Increase Sales