3 Tips for Writing Great Lead Nurturing Emails

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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You’ve taken your time creating valuable content for a specific customer persona, promoting your brand, and connecting with prospects on social networks. It’s a familiar scenario for many marketers…

As a result of these efforts, you’ve built up a decent-sized list of people who subscribe to your blog or email newsletter.

This is undoubtedly a great achievement, but your job is far from done. You now have to create email campaigns that engage the people on your list and gets them to continue to interact with you.

Broadcast vs Automated Emails

Let’s first look at the difference between different types of emails you might send to your contacts.

The first (and most common) type of email is called a “broadcast” email. This is a one off campaign that gets send to everyone on your list at the same time.

An “autoresponder” campaign is a series of automated emails that are sent to subscribers depending on when they joined your list. So for example, say Sally joins your email list today, she’ll get email #1 tomorrow, email #2 three days after that (depending on how you’ve structured the sequence), and so on. If John joins your email list next week, he’ll get email #1 (the same email Sally got the day after she subscribed) the day after he joins.

In other words, an autoresponder sequence (also sometimes called an email drip sequence) is an evergreen series of emails that help to welcome new subscribers over the days and weeks (or even months!) after they subscribe.

Why Have an Autoresponder Sequence?

Crafting an email autoresponder campaign can be a huge boom to your sales and visibility. Done properly, you can keep prospects engaged and compelled to open your emails for weeks or months at a time.

Email marketing in general has a direct correlation on your sales – according to eConsultancy, companies are attributing nearly a quarter of their total sales to email marketing efforts.

Three Points to Keep in Mind for Email Marketing

Here are a few things you should know if you want to create top-notch email campaigns that will make your subscribers want to learn more about your business and what you have to offer.

Understand Your Persona

Make sure that you have as deep of an understanding as possible about your email recipients. You should try to create segments within your email subscriber list by asking your subscribers a question about their specific needs when they sign up.

For example, if you’re promoting an application that could be used by both sales reps and business owners, you might have a question on your sign up form saying “Best describes you:” with a dropdown asking if they’re a business owner or sales rep. The more in-depth your buyer persona is, the easier it will be to provide effective content that keeps them interested.

Choose The Right Time

There are a few different schools of thought about when to send emails. Some suggest during the day in the middle of the week, when recipients are most likely looking for something to break up the monotony of their work. Others feel that sending email marketing messages in the evening or on weekends is the best way to promote engagement, since prospects are most likely not busy with their work tasks.

The best way to determine what time is ideal for your email marketing messages is to run some tests. Send out marketing messages at a variety of times, and see which timing gives you the highest open and click through rates. This will give you a better idea of when you should be sending email marketing correspondence to your specific group of prospects.

Use Authentic Subjects

Think about your own personal email inbox. How many times have you seen cheesy email headlines imploring you to open the message so that you can learn the secrets of making unlimited money or losing that unwanted weight? Subject lines like these aren’t very enticing and most of us just filter them out when we scan our emails inbox.

If you’ve done a good enough job of nurturing your subscribers, you don’t need to resort to these kinds of cheap email subject tactics to get people to open your email. In fact, research has shown that this can actually harm your email campaigns. According to statistics from marketing data company Return Path, emails with certain clickbait keywords perform poorer than average headlines.

Email subject lines with keywords like “secret of” and “shocking” all had a negative impact on the email’s open rate. Instead of using these terms, the data suggests that you build urgency with your subject lines. Keywords relating to urgency, such as “limited time” and “still time” proved to perform better than average.

Final Word: The Importance of Data

As you develop and alter your email marketing campaign, make sure that you collect as much data as possible about your messages. You need to know which ones are getting opened, which prospects are opening your emails most frequently, and which types of emails are getting the most clicks.

By keeping a close eye on your metrics, understanding your buyer personas, and building urgency in your subject lines, you can craft an effective email campaign that engages with prospects and helps improve your marketing ROI.

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