Email nurturing marketing campaigns are a highly popular lead generating strategy used by today’s marketing services because they work, especially when automated.
This method of focusing on what each individual user wants and needs and targeting them with more specific emails nurtures higher quality leads more closely than drip email campaigns.
Garnering a much higher conversion rate over other retargeting efforts, email nurturing is a lead generation campaign that can be very fruitful when combined with marketing automation, as long as it’s done correctly, that is.
Create Specific Email Lists
The first element in succeeding with email nurturing as an automated lead generation strategy is to separate the total email list into segments based on each user’s interest and what they need.
Create different email lists for users interested in specific products so they receive content about those products as well as lists based on where users are in the buying process.
Track user data and send personalized emails that address their previous actions and interests as a way to coax them further along in the buying process.
Send Quality, Relevant Content
Lead generation campaigns that focus on email nurturing involve more than simply sending general advertising offering something to the recipient.
Using automation tools to simplify the process, send continuous quality content that is practical to the user and that they will find valuable.
Nurture a relationship that says more than simply “buy our product” but convinces the user that their problems are important and there are solutions available for those problems.
Ongoing streams of content such as a link to a blog post, a free ebook download, or similar items help to gain customers by showing actual interest in the user beyond just trying to get them to make an immediate purchase.
Nurturing happens over time, so it’s critical to keep sending emails on a regular schedule; how often they should be sent will depend on the targeted audience and the content.
Most lead generation services find that one targeted email a week is a good fit, but some recommend daily emails, too.
Play around with schedules and track the results to find a comfortable fit.
Include Video Marketing
Video content has quickly proven itself to be a highly effective marketing tool.
Knowing this, it’s a good lead generation strategy to include relevant videos in automated email content to improve the chance that the recipient will watch or read before they delete.
Recipients receiving targeted video content are more likely to visit the site again and work their way further down the path to conversion.
Monitor The Data
Above all, monitoring analytics data collected at the various stages of an automated email nurturing campaign is critical.
Studying the analytics, marketers can determine things like frequency and number of emails to queue and the timing when they should be released, what specialized content to send, and keeping a watchful eye for certain actions that can be used to trigger the automatic sending of emails.
Time spent on specific website pages, video content watched and for how long, downloads, signups, pages visited, and more can provide essential information that’s useful for identifying the most personal and relevant content for that user to target them with in an email campaign.
Succeed with Email Marketing Campaigns with Good Nurturing
Automated email marketing is a lead generation strategy that can get excellent results when subscribers are effectively nurtured.
Providing more personal content geared toward what each user wants and needs at the right intervals and response moments is valuable for getting that user to actually convert.
Use email nurturing to target specific groups and individual subscribers as these present the most viable opportunity for conversion using marketing automation methods.