How Can Email Content Marketing Help With Nurturing Leads?
Content marketing begins with drawing in fresh website visitors, providing them with useful content, and converting them into leads. Once you have a collection of valuable email addresses and interested leads, it's time to start reeling them in with an email content marketing strategy. Here is what you need to know to nurture your leads and close the deal.
Lead Nurturing: Best Practices
According to Hubspot, when you nurture leads, you begin building relationships with potential customers to move them down the sales funnel until they are ready to make a purchase. This process must be done carefully, or else you risk coming across as spammy and drive leads to unsubscribe. Following these best practices will help you nurture your leads the right way with email content marketing.
Pay attention to where your leads are providing their contact information so you know which products or services they are considering. For example, if someone downloaded a guide on the different surfaces for kitchen counters, you want to make sure you stay on that topic with your email content marketing. Don't assume that someone is remodeling their entire kitchen and start flooding their inbox with everything from faucets to flooring. You also don't want to mistakenly put someone on the wrong list and start sending them information about bathroom upgrades. Remember, the average landing page conversion rate is about 2%. You don't want to push away any of those hard-earned leads by giving the impression that you're not paying attention.
One expert recommends waiting at least six days between each email content marketing message to make sure you never send someone a message twice in the same week. You also don't want to wait more than 45 days between messages, or you run the risk of the lead going cold. The key to getting the timing right is to consider the product and the usual time frame for making a purchase. Kitchen remodeling projects can be in the planning phase for months while clothing or technology purchases can be wrapped up in a few days or weeks.
Keep your messages short and to the point. The nurturing process is not the time to send lengthy emails with links to different products and services or to try to get a few more subscribers to your newsletter. Each message should provide useful information that relates to the initial conversion, and include a single call-to-action to encourage that second conversion. That's it.
Pitfalls to Avoid with Email Content Marketing
The nurturing process looks a little different from one company to another and from one goal to another. What works for one company or campaign might not work for another. There are, however, a few things that are guaranteed to sabotage your email marketing strategy plan's progress, no matter who you are.
When people hand over email addresses, the last thing they want to receive is a form letter from some bot assigned to the job. What they want is a message that feels like it was crafted just for them and sent from a real person. Tailor your messages to the individual, and send them from a real person with a real email address.
Nurturing On the Fly
Before you even set up the landing page that is supposed to draw in leads, you should have the entire funnel planned and the content already created. You don't want to be scrambling for strategies and creating email marketing content as you go. Take the time to get all your ducks in a row before you get started so you can focus on measuring your success.
Send It and Forget it
Speaking of measuring your success, make sure you do it! Keep an eye on your click-through rates and unsubscribes and be ready to make small changes to subject lines, content, and images to get the best possible results.
Remember the Individual
The lead nurturing process might be easy to automate, especially when you have your content and strategies planned and ready to go. On the other hand, the key to any email content marketing campaign is to put the needs of the individual first. Make sure that you are addressing questions and solving problems every step of the way. Consider each email address as a rare and precious gem that needs to be cared for and respected. With careful planning and attention on the individual, you will be able to nurture your leads successfully into paying customers. To learn more about how to develop your content marketing strategy, check out our white paper, "What is a Digital Content Strategy? And Why You Need One."