5 Ways to Make Your B2B Nurture Emails Rock
Lead nurture is the process of building relationships with your B2B sales and marketing prospects (your potential customers) throughout their buying journey, and even influencing their progress through the stages from suspect to customer. One of the most economical ways to approach lead nurture is through email marketing. Here are 5 ways you can be sure that your B2B inbound lead nurture emails are winning deals.
No mistakes! This sounds really obvious but check everything thoroughly for typos and grammatical errors. If you’re not good with grammar, ask a colleague, or friend who is. A great trick is to read the text slowly, aloud; you’re much more likely to notice errors then. A tool like Grammarly can help with this, and the basic version is free.
Don’t waste an opportunity to grab their attention. The subject line is critical. Without a good subject, there’s a high chance your email won’t even be opened. Research shows that "secrets" is the most clicked word in lead nurturing email subject lines. Remember, though, be honest. If you mislead a recipient with hyperbole, even if they open your email, you’re unlikely to win their attention, and ultimately, their business. A quick Google search will reveal stacks of free tools to help you optimise your subject line.
Every lead is a person. So talk to them as people. Personalisation of your emails is critical to engaging individual prospects throughout their buyer’s journey. First name personalization increases your click through rate from about 5.8% to about 7% according to the 2014 Science of Email Report.
Be helpful. Inbound is about giving to eventually receive. You provide helpful content to your leads and when the time comes to buy, you already have a relationship and a good reputation. Don’t focus on what you want (the sale), but on what they need at each stage of the buyer’s journey.
- Be personable. Talk to your leads like the people they are. Don’t be too formal if you can avoid it and try to give all of your text, whether it’s email, blog, website, social media, print, or ads, a consistent voice that your customers and leads will identify with your business.
We’ll be running several more of these short guides over the next few weeks, including a series of worksheets to help you get started. Watch this space, and in the meantime, get started by clicking below and downloading your free eBook.