Chapter 6: Communicating with Leads with Email
Email is the best way to stay in contact with your leads and move them through your sales funnel.
When your company appears in a lead’s inbox on a regular basis, you can be sure that they won’t forget about you or the services you offer. But your emails need to be just as helpful as the rest of your content –it only takes one bad email for a user to unsubscribe and leave your list permanently.
Here’s how to use email to communicate with your leads and to convert them.
Write useful newsletters
The most basic form of email marketing is a weekly or monthly newsletter. These newsletters generally go to all of the subscribers on your list and contain both company news and tips related to your industry.
At the very least, sending a newsletter keeps ensures that your target audience hears from your company on a regular basis. And beyond that, it positions your brand as a helpful resource.
Send personalized emails
One of the most effective ways to keep your leads engaged is through lead nurture email campaigns. These campaigns automatically send your leads relevant emails based on the actions they take on your site or in response to your other marketing campaigns.
For example, if a visitor signs up for an email newsletter on their first visit, they become a lead. If they later return to your site and visit a pricing page for a specific service, you can automatically send them an email with more information related to that service.
Unlike your main newsletters, which need to cater to all of your potential clients, the emails in your lead nurture campaigns are highly specific to different segments of your target audience. This makes your emails more relevant and effective at providing the information your leads want.
Create drip campaigns
Drip email campaigns are another effective way to reach your leads with relevant information. You can add your leads to one of these campaigns like any other campaign and send them pre-written follow-up emails at regular intervals.
For example, if a lead downloads a guide on your site, you can follow up the same day asking if they have any questions. Then, you can email them again one week later with additional resources they might find useful, and two weeks later asking if they’d like to speak to a member of your sales team.
Though not as personalized as lead nurture campaigns, drip email campaigns still provide your leads with relevant information. And if you create them based on your typical sales cycle, you can time each email based on where your leads are likely to be in the buying process.
Write strong calls to action
All of your emails should include clear calls to action that tell your subscribers what they should do after reading. These calls to action should directly relate to each email’s content.
In your general newsletter, for example, you can encourage subscribers to visit your site and read your latest blog post or another resource.
In your personalized emails and drip campaigns, on the other hand, you can direct your leads to specific pages on your site that will help them learn more about the services they want.
Regardless of the email, your goal should be to drive readers back to your site, where they can further interact with your company.
For more information, check out our Beginner’s Guide to Effective Email Marketing.