By spinney@hubspot.com (Shaun Pinney)

Lead nurturing emails allow you to build a relationship with your leads and move them down the sales funnel until they are ready to become a customer. It’s one of the best lead nurturing tactics you can use and an essential part of an email marketing strategy.

Why? Because lead nurturing emails radically increase the chances of your leads making a purchase. You no longer have to hope that they will buy your products. Rather, you’ll slowly warm them up until they make that decision.

In this post, you’ll learn best practices for creating high-performing lead nurturing emails to drive your leads to make a purchase.

How does lead nurturing work?

A potential customer may have several types of interactions with your business. They may add something to their cart, subscribe to a mailing list, take advantage of a promotion, or set up a meeting with one of your salespeople.

Lead nurturing refers to the process of staying in contact with your customer throughout each of these stages. You provide valuable resources, discount codes, or reminders to make a purchase.

Overall, to nurture a lead is to build and maintain a helpful, mutually beneficial relationship with them. The goal is to guide them toward making a purchase.

(Tip: If you’re unfamiliar with lead nurturing, we encourage you to take our free lead nurturing course.)

Are lead nurturing emails effective?

Yes. As social media has grown over time, using lead nurturing emails to market your business can sometimes feel like the less fun or hip option. But, it’s still an effective way to expand your market, convert leads, and connect to your target audience, especially if it’s done correctly. 99% of email users check their inbox on a daily basis, often multiple times a day or first thing in the morning. This makes using email a great tool to nurture a lead toward conversion.

As time passes, the lead may not click on your CTA, interact with your business, or make a purchase. Certain leads with an interest in your business will need ongoing engagement to continue down the sales funnel toward conversion. For that, you’ll need to create a lead nurturing email sequence.

Lead Nurturing Email Sequence

A lead nurturing email sequence is a series of emails that is automatically triggered when the lead takes a certain action. For example, once a customer adds an item to their cart, a lead nurturing email sequence could include a purchase reminder, a limited time offer, or a list of similar products they may like.

These sequences keep the lead engaged until they are ready to go forward with a purchase. See this example of a sequence after a lead has abandoned their cart.

The process of lead nurturing occurs over some time with your continuous effort. Building that relationship needs trust, understanding, and consistency. Using emails to nurture your relationship with potential leads can be highly effective. Follow these best practices to make …read more

Source:: HubSpot Blog

Author: Aaron