What is a lead nurturing process in email marketing?
Posted: Tue Dec 03, 2024 10:49 am
What is a lead nurturing process in email marketing?
Perhaps your first question when you come across this article is, what exactly is lead nurturing? You see, broadly speaking we can define it as the process of building a solid relationship with the user, with the goal of being able to generate business with them… once, of course, they feel ready to do so.
This is achieved, broadly speaking, by kiribati business email list generating relevance and usefulness for the user, turning you (and your brand) into a growth factor for the user, who a priori may be your consumer.
The role of email marketing in lead nurturing
According to Husbpot, 7 out of 10 subscribers are not ready for consumption (consider that within the inbound process , the subscriber is already a "lead" or opportunity), so leaving them simply static in your database makes no sense.
That said, email marketing becomes an important tool to develop trust with the user and give them enough elements and reasons to go from being simple subscribers to qualified leads.
To put it another way , the lead nurturing process is your bridge between marketing and sales for your brand or company.
There is no single formula
I want to tell you from the start that there is no prescribed formula for how many emails are necessary to convince your subscriber that your brand is their number 1 choice for consumption; the latter will in many cases depend on the average purchasing decision times in your industry ( come on, buying a smartphone is not the same as buying a car ).
What you can take as a basis is that you should establish your shipping process based on the average purchase decision times (whether you have them identified or you base them on those handled in the industry); during that time interval, your objective will focus on developing a very organic and convincing dialogue with your email subscriber.
Let's go back to the car example: if the purchase decision process takes on average 4 months per car, the newsletter flow (and the lead nurturing process itself) should be executed according to this time range, even considering that the user is just beginning to take a test drive.
Whether you can automate it or not (depending on your delivery tool), the flow of newsletters that you send to your subscriber database must be carefully curated to ensure a relevant "conversation" aligned with the consumption path of your users, seeking personalization (of course) above all else.
Tell me , have you considered all this in your strategy? Is lead nurturing part of your marketing and sales strategies today.
Perhaps your first question when you come across this article is, what exactly is lead nurturing? You see, broadly speaking we can define it as the process of building a solid relationship with the user, with the goal of being able to generate business with them… once, of course, they feel ready to do so.
This is achieved, broadly speaking, by kiribati business email list generating relevance and usefulness for the user, turning you (and your brand) into a growth factor for the user, who a priori may be your consumer.
The role of email marketing in lead nurturing
According to Husbpot, 7 out of 10 subscribers are not ready for consumption (consider that within the inbound process , the subscriber is already a "lead" or opportunity), so leaving them simply static in your database makes no sense.
That said, email marketing becomes an important tool to develop trust with the user and give them enough elements and reasons to go from being simple subscribers to qualified leads.
To put it another way , the lead nurturing process is your bridge between marketing and sales for your brand or company.
There is no single formula
I want to tell you from the start that there is no prescribed formula for how many emails are necessary to convince your subscriber that your brand is their number 1 choice for consumption; the latter will in many cases depend on the average purchasing decision times in your industry ( come on, buying a smartphone is not the same as buying a car ).
What you can take as a basis is that you should establish your shipping process based on the average purchase decision times (whether you have them identified or you base them on those handled in the industry); during that time interval, your objective will focus on developing a very organic and convincing dialogue with your email subscriber.
Let's go back to the car example: if the purchase decision process takes on average 4 months per car, the newsletter flow (and the lead nurturing process itself) should be executed according to this time range, even considering that the user is just beginning to take a test drive.
Whether you can automate it or not (depending on your delivery tool), the flow of newsletters that you send to your subscriber database must be carefully curated to ensure a relevant "conversation" aligned with the consumption path of your users, seeking personalization (of course) above all else.
Tell me , have you considered all this in your strategy? Is lead nurturing part of your marketing and sales strategies today.