Developing an Effective Lead Nurturing Email Campaign

Lead nurturing email campaigns are a great way to front of mind with your leads, but only if they are implemented effectively. Lead nurturing is the process of building a relationship with your leads through multiple touches to move them down your sales funnel until they are ready to become a customer. So what are the essential elements of an effective lead nurturing email campaign?

1. Create compelling thought Leadership Content. Creating compelling, educational content is an essential aspect of your campaign. When you’re sending emails on a regular basis, you need to make sure that you consistently have something of value to offer them, like educational, thought leadership content.
2. Be Personal. Make sure that each of your emails is personalized based on your recipients preferences and past content interactions. 
3. Keep emails targeted and relevant. Each email you send should be targeted to a specific topic and should feature a prominent call to action.
4. Be concise and to the point. Your lead nurturing emails are just meant to keep you front of mind. Keeping your emails short and focused on one topic stops your recipients from getting frustrated and allows the purpose of your email to become clear as quickly as possible. 
5. Ensure your touches are well-timed.  Using a marketing automation tool allows you to segments your database according to buying roles and behaviors and to send out automated emails based on behavior or action triggers when a prospect enters a new stage in the buying process. This is an essential aspect because since you’re sending out a consistent flow of emails, you need to make sure they aren’t coming too often or inappropriately or recipients will become frustrated. 
6. Develop your campaign to have a natural progression. When creating your lead nurturing campaign it’s important that you carefully plan the flow of your emails to ensure that your overall campaign progresses smoothly to unobtrusively pull your leads through the sales funnel. 
7. Monitor lead activity to measure your campaign. The purpose of a lead nurturing campaign is to ultimately deliver qualified leads to sales. As with any other marketing campaign, to reach your goals (in this case, nurturing leads until they turn into sales) you need to measure the results of your campaigns and the effects that your campaigns have on your recipients.

Posted by Amberlie Denny at August 23, 2010 8:00 AM

Comments