The Power of Email Sequences -
Nurturing Leads and Building
Relationships
Email marketing sequences have the power to convert, engage and delight your
audience. They help you establish your expertise, build trust and support your sales
goals – especially when used strategically.
When you create the right automated follow-up emails, you can deliver valuable
content to your leads until they’re ready to take their next step in the buyer journey.
And as more consumers become accustomed to purchasing online, it’s more
important than ever to nurture your audience in order to grow your business.
An automated email sequence is an email campaign that automatically sends
multiple emails to a prospect or customer based on a predetermined set of actions
and timeframes. They can be either triggered manually or based on specific actions
by the subscriber (like not logging in to their account, a certain number of days after
an event, or when they meet your SQL criteria).
Nurturing is a critical aspect of any B2B marketing strategy, and email is an
excellent tool to use because it is cost-effective and easy to implement. When
executed well, email sequences can increase your engagement and conversion
rates, resulting in higher quality leads that are more likely to become customers.
How long does it take a consumer to decide whether or not to buy something? It can
vary depending on the product, but generally speaking, buyers are shopping around
and evaluating different options.
Automated email sequences allow you to follow up with your prospects over a set
amount of time, ensuring that you stay top-of-mind for as long as possible. When
done correctly, lead nurturing emails can result in purchases that are 47% larger
and 20% more sales opportunities compared to non-nurtured leads.
To make your email sequences more effective, focus on the following tips:
Make your emails personal. Emails that are more personalized and relevant to the
audience’s interests are far more effective than generic messages. Use the
information you have on each individual to customize your messaging and create a
more personalized experience.
Get the frequency right. Avoid overwhelming your subscribers with too many emails,
or you may lose them to the noise of inbox overload. The frequency of your emails
will depend on the type of content you’re sending and the value proposition you’re
presenting.
Include customer testimonials in your automated email sequences. Studies have
shown that 75% of shoppers scour online reviews and feedback before making a
purchase. Adding real-life stories from your happy customers can add authenticity to
your message and further bolster the trustworthiness of your brand.
Keep in mind that your emails must be in compliance with the CAN-SPAM laws, so
it’s important to have clear unsubscribe links and clearly state what types of
information you’ll be using an email address for. You can also use this opportunity to
ask for feedback, a great way to improve your product or service.
Free Training video
how to Transform Your Sales with Our Proven 7-Day Email Follow-Up Campaign.
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