A survey was done with 31 marketers who were asked to share the methods to nurture and reengage leads currently used by them and 5 lead nurturing tactics were recommended as a conclusion to re-engage leads and these are-
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Email Nurturing
The ⅔ of the surveyed marketers referred to email nurturing as the best way to re-engage leads. Jonathan Aufray, Growth Hackers also confirmed that email nurturing is a very cost-effective tool in comparison with advertisement and the complete automaton choice available in email marketing campaigns makes it more preferable.
Aufray said “ one email per week with relevant content would lead might interested in buying and not more than 2 per week would be recommended otherwise too many emails would irritate the subscribers making them unsubscribe it.” and 45.1% of the surveyed respondent also agreed to the one email per week as an ideal strategy.
The data box studies on the frequency of lead nurturing via emails revealed that 34.1% of monthly- marketers should nurture leads via email, weekly 43.9% with daily 19.5% and quarterly 2.4%.
The performance insights of current campaigns are the best way to improve email nurturing performance.
Email Nurturing 5 Best Practices Are-
- Delivering Relevant Content
Sending relevant content would add real value to the leads and would keep the business top-of-mind, keeping leads warm and providing marketers a natural opportunity to highlight their products and services as a problem-solving tool.
- Email and Video Marketing Compact
This combination could offer higher quality video content that could be digestible for the leads easier which could be integrated with the marketing automation software and CRM to track time spent by the leads on watching the videos and collective data would trigger the nurture leads to the sales team.
- Email List Segmentation
Relevancy in email marketing is very important and can be achieved by email list classification based on leads’ interests and proceeding with personalized emails. Theodora Pirciu of Impresa Solutions suggested marketers keep track of the lead’s interaction with the emails to acknowledge the position and adaptation of the messages to every response. Pirciu says that marketers should check the open emails rate, and the click-through rate based on leads’ activity and then segment the emails with different messages as per their interaction with the interesting business content.
- Automated Email Sequences
Setup Sending drip emails by using a marketing tool would be the best lead nurturing strategy as it would work well in the SaaS space especially stated by Bryan Coles, RKD.
Cass Polzin, Accelity Marketing recommended a process in which a new campaign, a workflow is designed to drip relevant content offers onto prospects who download the new offer. By doing this, subscribers’ interests generate through emailsItwould ensure marketers continue consumption of interesting content and would score points for viewing emails and clicking on links.
- Leverage Data
The email leads nurturing allows marketers to leverage data to process its outcome in their marketing strategy and automation works better in converting prospects into sales qualified leads.
- Retargeting
Lead nurturing requires various strategies and combining email marketing and retargeting leads across multiple platforms. For example, email newsletters when combined with retargeting strategy assures that the company would stay top-of-mind but this doesn’t mean that retargeting campaign would be enough. A successful campaign also requires planning to execute properly.
- Personalization
Ollie Smith, ExpertSure has said that when a marketer personalizes the interaction with a lead it nurtures that lead automatically. Personalized Lead nurturing can be done in 3 ways-
- Email Personalization
Addressing leads with their name etc in emails
- Content Personalization
Segmenting content that interests the leads
- Direct Outreach Personalization
Dynamic content tactic comprises relevant information of the leads demonstrating the knowledge a company has about its prospects and how the company can assist with its services to the prospected company.
- Content Marketing
Ollie Roddy, Catalyst Marketing Agency, refers to content as a king. He believes that sending relevant-beneficial content out that prospects find genuinely helpful without boasting and bragging about company services and successes, nurture’s leads appropriately, and promoting the blogs and news, etc through email with the segmented creates an impression on the subscribers projecting the company’s image as experts.
- Surveys
Anna Rubkiewicz from Survicate discovered that survey and website user behavior data combinations are effective for pre-qualifying leads and customizing messaging and these surveys can be done by asking subscribers to fill a form through emails. This survey through email would project serious intention and not a waste of time to the viewers. This survey has questions that are relevant and unobstructed and are a necessary way to approach leads and actions must relate to their answers.
Emails: A Cornerstone of the B2B Lead Generation Plan
A Marketing Sherpa research concluded that email marketing is a primary lead generation tool for 81% of B2B firms. Email is considered a strong lead generation tool and sales channel.
Approaches for B2B lead Generation through Emails
DOs:
- Email content addressing the pain point that is suffered by the targeted; leads and providing solutions despite their professional position and email with video outreach would work as great communication tools. Don’t be wondering about this, it is all because of the visual nature of humans that they digest video content easier. Video outreach has the special feature of human touch that makes it a more reliable and trustable message and video content needs proper script, editing perfectly before sending.
- Templates creation for the particular portions of the message is good for the content such as the section that is for sale of the company’s product or service.
- Animated videos that describe your service or give more details about your company are good for lead generation.
Don’ts:
- Avoid spammy cold outreach. The cold outreach emails work well with new prospects as they can draw them into the sales funnel but need to avoid sounding spammy. To avoid sounding like a spam email, personalization in the email would help. Like addressing them with their first name, making a specific request, adding company name and contact info, etc.
- Channelizing in a B2B industry, your prospects must be aware of the spammers and their pattern so avid minor personalization of canned messages. This type of template usage destructs the company’s reputation and develops a negative image of the brand.
Language error or poor content construction would harm the image of the brand and prospects might even not go through the whole email. So drafting an email with good content that has no grammatical errors or is poorly written can save your brand and might drop them in your sales funnel.