The Do’s and Don’ts for a Successful Lead Nurturing Campaign

So you’ve captured leads through your website, but now what? Most likely those leads need a little extra lovin’ to turn into sales. Hello, lead nurturing campaigns.

MarketingSherpa reports that 79 percent of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. 

A lead nurturing, or drip, campaign is a communication strategy that allows you to prequalify leads by sending a series of prewritten messages to prospects that have expressed an interest in your product or service. Building and maintaining a relationship with a prospect until he or she is ready to buy is the key to a successful lead nurturing campaign and winning sales.

    Top Lead Nurturing Do’s

  1. 1. Do educate your audience

    One of the main goals of your company’s blog and lead nurturing emails is to inform and educate your prospects about your industry and your company’s products or services. If you only send one lead nurturing email, this should be your main objective.

    A few tips to educate your prospects:

    • Include blog articles related to leads’ interests.
    • Tell them how to do something.
    • Provide them with the latest trends and industry statistics.
  2. 2. Do make it personal

    Personalization is more than just including a user’s name in an email. Personalize your messages by tailoring each communication to the interests and behaviors of your leads and prospects. Look at your existing data and figure out the most logical groupings based on the information your recipients want from you, the questions they might have, or their stage in the buying cycle.

    Ways to personalize an email:

    • Use the recipient’s name in the subject line of an email.
    • Use list segmentation such as geography, job role, stage in sales cycle or interest level.
    • Show that you know a little bit about your customer’s needs.
  3. 3. Do include useful offers

    When you introduce offers within your emails, you’re giving prospects the opportunity to re-engage and reconvert. Whether it’s an e-book, free trial, demo or coupon, by sending an offer that fits your prospects’ interests, you also continue to push them down the sales funnel.

  4. 4. Do re-engage your subscribers

    If subscribers aren’t opening emails or responding to your sales calls, try re-engaging with your leads by reaching out and simply asking them what they need.

    • Ask them for their feedback.
    • Show them you care and know what their pain points are.
    • Include an offer that your contacts will find highly valuable.

    Top Lead Nurturing Don’ts

  1. 1. Don’t misunderstand your audience

    Send targeted emails to your audience with content that addresses their individual pain points. Content should be relevant, interesting and useful to your audience base. Keep in mind that the things that worked for another company might not be the best practice for addressing your own subscribers.

  2. 2. Don’t write a poor subject line

    33 percent of email recipients open an email based on subject line. Think short, personalized messages and use action words to drive opens. Avoid the overuse of punctuation, special characters and spammy phrases like “free,” “act now” or “open immediately.” Grab more tips on writing compelling subject lines from MailChimp.

  3. 3. Don’t send an email from “do not reply”

    Nothing screams “Hey! I’m not interested in hearing from you!” louder than an email from People want to know a real person is on the other end, not some automated robot.

  4. 4. Don’t forget to add a call to action

    Each piece of content you publish should have a clear call to action: a request or a suggestion to “do something else” or a next step that a person could take toward the purchase of a product or service. (Think: “Click here to find out more.”) This creates a path to entice your visitors to consume more and guides them down your sales funnel.

  5. 5. Don’t make it all manual

    Automated emails are different from newsletters or one-off campaigns that are sent to full lists. An automated email campaign is set up once and triggers a series of emails to a lead when that person meets a certain trigger. Common email automations are below:

    • Shopping cart abandonment: A visitor abandons a shopping cart with an item in it, triggering an email series reminding the user to return to the cart. Pro tip: Include a small discount to incentivize the consumer and drive conversions.
    • Welcome series: A subscriber joins a community or blog, triggering a series of emails that welcomes the new user and sets expectations of joining the group.
    • Dormant series: A subscriber becomes dormant or no longer active with your content, triggering a series of emails that invite the user to re-engage by hitting the user’s pain points.
    • Advocate series: A subscriber engages with your content regularly, triggering a series of emails that encourage becoming an advocate and sharing the brand love with friends.
  6. 6. Don’t make it all about you

    Don’t focus more on your company than the user. Not shockingly, your recipients aren’t interested in everything you do. Count the number of times the words “we,” “I,” “Us” and your brand name are used. Try replacing them with a message that’s more about the user — include useful information that educates and delights the recipient.

  7. 7. Don’t email leads every day

    The frequency with which you email leads varies by audience, but a surefire way to have your leads unsubscribe is by emailing them every day. Consider sending your existing audience a communications survey or setting up a preferences center when they sign up. Maintaining a consistent schedule keeps your company top-of-mind and nurtures leads without making them want to unsubscribe.

  8. 8. Don’t forget to test and test some more

    Don’t get caught sending a campaign to your entire list with typos, errors or broken links. Make sure that you review it a few times and send several test copies to yourself or people that could provide you a fresh set of eyes.

Time to Start Lead Nurturing to Increase Sales

Sending targeted messages in a timely manner will increase the relevancy of campaigns and make subscribers want to open your emails and convert. If you couple this with value-focused content and an awesome subject line, you’re bound to see an improvement in open rates that will allow you to engage with your prospects and increase sales.

Interested in learning more about the benefits of email marketing? Read our white paper on maximizing content investment through email marketing.

Written by Chelsea Campbell

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