Successful marketing nowadays isn’t about getting the right slogan, or sending the perfect tweet, it’s about building a relationship, and properly engaging in conversations with someone is the most important part of developing that relationship. What you say, who you say it to, and when you say it, are imperative to building and nurturing relationships with your leads.
As such, when using email marketing to nurture and engage leads things like poorly written emails, mass-produced messaging, and lack of genuine interest are sure-fire ways of alienating a recipient. Take a look at these 5 lead nurturing email etiquette tips, to ensure you’re building relationships in your next campaign.
1) Use knowledge to engage your leads
I’m sure we all like receiving the latest free ebooks, or case studies that are constantly filling up our inboxes. Jokes aside, constantly pushing offers and forms to fill out is an easy way to guarantee low engagement and high unsubscribe rates. Your leads want to learn more, they aren’t looking to download every ebook you create.
Provide a quick answer to the questions that are plaguing your persona. Give them a tip on how to handle their challenges. Put yourself in your personas shoes, and their position in the buyer’s journey. Provide them with engaging content using the vast knowledge you’ve accumulated, then give them the opportunity to engage by providing a link or offer to expand their knowledge on that particular topic.
2) It’s all about the little things in life
How quickly can email lose credibility with one spelling or grammar error? Always double or triple check your emails for spelling errors, grammar errors, punctuation errors, bad information, etc. You want to put your best foot forward when engaging your leads, and attention to the little details gives you a positive image and credibility.
3) Make sure it’s personal
Nobody wants to be another name on a list. Personalizing your emails is an easy way to make your leads feel unique. Using fields such as first name, last name, company, or industry easily add that human touch, and make your leads feel like they are noticed as individuals, not just a number on your list of leads. In fact, according to the 2014 Science of Email Report, having first name personalization increases your click-through rate from about 5.8% to 7%.
4) Don’t be a stranger
Building off of the above tip, a name and photo at the bottom of your emails can work wonders for your personalization. You don’t want to be sending out emails from a “no-reply” address or anything else that makes your lead feel like just a number. Receiving emails from a human being makes your brand feel more personable and authentic. Your leads can put a name to a face and have someone they can get in contact with if they have questions or concerns. Signing off automated emails from a real person rather than a company will help develop the relationship further.
5) Keep it short and sweet
Keep your emails informative, but concise. Your leads don’t want a 1000+ word answer to every question. Make your email easy to read, short, sweet, and to the point. Your leads will find it easier to engage, and you can provide a link at the bottom so they can engage if they are interested in learning more.
Lead nurturing is only a small part of your inbound marketing strategy. Interested in learning more about developing your own inbound strategy? Check out our free Sample Gameplan below, and get a blueprint for building your own inbound marketing strategy.