How To Ace Your Lead Nurturing Emails

Hi email geeks,
 

Hope March is going great for you. In this edition of The Mailmodo Bulletin, we’ll talk about common lead nurturing mistakes that dampen your marketing efforts and lessen your chances of conversion.
 

We will also direct you to some amazing work done by the Women of Email. (Women’s history month is in full swing at our HQ and we can’t wait to share some interesting content we have discovered while at it🥳.)
 

But before that, let’s sort your upcoming week's watchlist out. 

Showtime 📺   

Loren Baker, Founder of SEJ, will be joining us on our Growth Chat on Friday 25th March, 3:30 PM GMT. Join us in a live discussion about SEJ’s journey from a personal blog to the SEO landscape’s most trusted thought leader.

4 common lead nurturing mistakes 

via Mailmodo

# Writing nurture emails without any connection to each other

It’s called nurturing for a reason - these emails are your chance of starting a conversation with your potential customer, getting to know them, and then sending them a personalized offer. 

Instead, the subscribers often end up receiving consecutive nudges that have no context of the previous interaction.
 

How can you fix it 

1. Your subscribers already got a lot of emails. So, take the onus of reminding them of the context. 
2. Begin your next email by mentioning what you discussed in the last email.
3. Don’t forget to ask for feedback. For example, if you had sent an eBook in your last email, ask them if they enjoyed it

# Not collaborating enough with your sales and customer success team

The main motive of the lead nurturing process is to convert a potential customer. Both sales and marketing teams need to work in tandem for that to happen. In the absence of coordination between these two verticals, potential customers are usually bombarded with too many irrelevant communications before they finally get to talk to a sales rep - which is often too late.
 

Here’s how you can fix this

1. Keep your sales team involved at the messaging stage. 
2. Gather information about user persona and their needs from the conversations they’ve had with the clients. 
4. Ask them if your lead magnets and blogs would add value to a particular segment of leads.

# Delaying the nudges for too long

This is a classic recipe for turning warm leads into cold contacts. The more time you spend delaying the discussion, the fewer chances of the prospect having a brand recall value. This defeats the entire purpose of the nurturing process and drops the conversion chances significantly.

Here’s how you can fix it 

1. The ideal gap between nudges should be 4 days.
2. Define a SPOC on your team who will be responsible for answering email replies. 
3. Incorporate AMP forms in emails to ask for feedback and collect comments to streamline the process. 

# Know when to stop
 

Often, leads are a part of an automated sequence and they keep on getting emails even after they seem to show no interest after multiple nudges. This activity may even lead your audience to brand fatigue or worse, marking your emails as spam.
 

Here’s how you can fix it 

1. Know when to hand over the discussion to a sales rep. Do not over-communicate and tire the lead. 
2. Sending emails to non-active IDs may also affect your deliverability; so, always have a sunset policy in place. 
3. Ideally, you should stop sending nudges after 3rd non-open. However, you could switch to a different platform to try once more.

These are some of the most subtle but prominent mistakes that could negatively impact your lead nurturing. To get to the bottom of this process, check out our detailed guide on the same topic. 

Moving on next to some snippets from 

the marketing verse! 

Our Favorite Excerpts from Twitter

Get to know our favorite Women of Email

How Content + Email Marketing Can Elevate Your ROI 

Tune into this conversation with Samar Owais as she discusses her journey to email marketing and her take on email strategy. Fun Fact:  This podcast is hosted by Amanda Milligan, another kickass marketer we absolutely love. 

Inboxing with Jen Capstraw

Inboxing is one of the most loved podcasts about email marketing and this episode has Jen Capstraw talking about using emails to build connections and nurture a relationship with your audience. Give it a hear. 

Putting the 'Letter' Back in 'Newsletter': Ann Handley Talks Writing on Marketing Smarts

Ann Handley is the OG when it comes to newsletters. Hear her discuss the forgotten art of pouring your heart out in a newsletter and forging relationships beyond transactions and conversion with your audience. 

GIF of the month

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