Seven Strategies to Write Lead Nurturing Emails
Lead nurturing emails are targeted communications designed to build relationships with potential customers at every stage of the sales funnel. These emails provide valuable content and personalized follow-ups to guide leads toward making a purchase decision.
HubSpot contributor Shaun Pinney has published an article featuring seven tips to write lead nurturing emails.
He says, “In my experience, lead nurturing is all about building and maintaining relationships with potential customers who aren’t quite ready to buy. It’s a way to stay top-of-mind and provide ongoing value — so that when the lead is ready to purchase, your brand is the first they think of.
In that sense, Paul Stainton, director of content and SEO at AgencyAnalytics, thinks of lead nurturing emails as “strategic touchpoints to engage prospects and remind them why they connected with your brand in the first place… Attention spans are short, and it’s easy for potential leads to forget why they initially showed interest in your company.”
The process starts when a lead first interacts with your brand, whether that’s by signing up for a newsletter, downloading a whitepaper, or attending a webinar.
At this point, they’re typically at the top of the marketing funnel, just beginning to learn about what you and your company offer. And from there, a series of targeted emails helps guide the lead through the funnel.”
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