You spend a lot of time, effort and money to attract leads for your business. But once you've got a lead, what you do with it can make or break your results. A well-planned email nurture campaign is a great way to warm up leads. Here's how to do email nurturing right.
Step 1. Respond quickly to leads. There's nothing more frustrating for a prospective customer than reaching out to a business online and getting no response. A delayed response costs you business, too: One study found that the odds of qualifying a lead decrease sixfold if you don't reach out to them within the first hour. Wait more than 20 hours to respond, and contacting the lead actually hurts your chances of converting them. Lead Stream’s lead notification system ensures you never miss a lead so you can respond right away. Set up automated responses so that leads hear from you immediately even if you're busy.
Step 2. Get the lead into your system. Getting lots of leads is a good thing — until you start losing track of them all. You'll need a robust lead management system to help you keep it all straight. With the Lead Stream lead management platform, you can see all your leads in one place so nothing falls through the cracks.
Step 3. Segment leads. Different types of leads need different drip email messaging. To do this, start by separating leads into segments so you can deliver the right campaign to each group. For example, you may want to segment leads based on where the lead came from (your website or an ad), their stage in the sales funnel (“Just looking” or ready to buy), and/or what actions they have taken so far (such as filling out a contact form or emailing your business).
Step 4. Develop your emails. You’ll want to have a series of emails ready for each drip campaign. The Lead Stream library of email campaign templates will give you a head start on creating a variety of emails for different campaigns. You can customize these templates with your business logo, information and personal messages. For example, you can easily create special offers to share with leads via email and tailor them to each lead segment.
Step 5. Track your results. Carefully monitoring the results of your drip campaign will show you which types of emails, which special offers and what email cadence gets the best results from your leads. Look for a lead management system that makes it easy to see how well you're doing. For example, Lead Stream shows you email engagement metrics, offer redemption rates and more. Use what you learn to fine-tune your email nurture campaigns as you go.
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Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship.