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WHYTO follow these marketing automation recipes for email nurturing?

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Despite of emergence of various digital marketing strategies, there are still many B2B marketers that use mass emails to promote their product or services. This is primarily because it works and helps in generating some percentage of desired results. Another reason for sticking to mass emails might be because they are limited by technology as much of the email segmentation and lead nurturing is possible only through marketing automation software and contacts databases. Moreover, for those who even have software, creating the right lead nurturing strategies is not very easy.

Today in this blog post, I will share some lead and customer nurturing recipes that are tried and tested and are effective in converting visitors from prospects to leads and customers to evangelists.

1. Nurturing subscribers into leads – It is important to understand that if anyone merely subscribes to your blogs or newsletters, it does not suggests that they are ready for your call from the sales team. Subscribers are passive by nature and they need an un-intrusive way to get to know your content and business and hence they opt to stay connected through emails. Therefore, ensure that your follow up emails to them should be content focused and built towards the goal of a second content conversion on your site.

Below mentioned recipe contain 2 emails and the contacts that enrolled in it will undergo through 2 attempts to convert and move on to the next lifecycle stage, which is of a lead.

  • This workflow should be triggered when a visitor becomes a subscriber either to your blogs or newsletters. Wait for two weeks and then automatically email your subscribers one of your most successful pieces of lead generation content.
  • Here you should ensure that the content should be educational and not sales-driven. However, you can certainly attach a link to the landing page, which simply means that the subscriber shouldn’t be able to obtain the offer unless they provide some additional information such as their interests and company background.
  • If you do not see any conversion from this email, wait for a week more and trigger another email with a different content. You can also think of trying a different format as many times people get attracted to a fancy email.
  • Now if the subscriber converts, you can change the status in your records to a lead. But if the subscriber doesn’t convert, you can add them back to a list of low engagement subscribers.

 2. Nurturing leads into marketing qualified leads – At this stage, you might have all the necessary information about the individual to assign them to your sales representative, but not all leads are ready to convert right now. According to a study that was conducted by Marketing Sherpa, it was found that 61% of all B2B marketers send their leads directly to sales and only 27% of those leads are actually ready to speak to the sales representative.

At this stage, you can follow the below mentioned recipe:

  • You can trigger this workflow when an individual coverts on a lead capture form. In this case, you can send a follow-up email after a week that consists of content, which is related to the topic of first conversation with the individual.
  • Now follow up with a second conversion opportunity and this time with an offer that is focused on what your company provides. For example a webinar on lead nurturing by an industry expert can help the organization to crack more sales. The whole idea here is to give the organization a brief overview of the services that your company offers.

3. Nurturing Customers – Once when your contact converts to a customer, you can simply enroll them in a customer nurturing    workflow. These workflows should be helpful as they are aimed at assisting the customers to get the most out of your product and service.

  • This workflow can be triggered when marketing qualified lead purchases and becomes a customer.
  •  Immediately, after the purchase, you can send a welcome or thank you email. This email will create a first impression on the customer’s mind about your relationship building process so put a lot of thought in it. Ensure that you keep the design simple and is not portrayed as just another marketing email. Also take care that you send email from a individual’s id (E.g.: CEO of the Company) rather than marketing@company.com
  • After duration of 2 weeks, you can send a follow up email to check whether they are satisfied with the purchase or not. You can also include links to any resources that you think can be helpful for the customers. Most importantly, ensure that you invite customers to tailor their communication preferences so that they only get emails which they want the most.

 4. Nurturing Evangelists – Do you know who your company’s biggest evangelists are? People that continually come back to your website to consume your content and regularly share it with their contacts.

  • You can start through any individual in your data list that who has at least 1000 followers on Twitter/Facebook/LinkedIn and has clicked a few of your social shares.
  • On occasion, you can either trigger an email on to each new member of this list, which simply encourages them to share some of the top performing content. You can also give them sneak peaks of some of your upcoming releases.

By using these starter recipes, you can start to segment your list into smaller and more manageable sizes and further send emails that are more relevant to each of the recipient. You can also try out sending emails based on the last page that a lead visited or probably their past content interests.

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