People invest money in product email marketing and want inbound marketing success. However, marketing success needs proper marketing strategy and planning. For this reason, we have listed 5 must-implement strategies that can result in marketing success that you should take advantage of.
- Nurture emails need to be short
Nurture emails focus on making a subscriber take action towards making a purchase. That said, all nurture emails need to be short.
This is not the time to get really fancy with attractive pictures, video tutorials, or even multiple links to different parts of your website.
Doing so will only cause an overload of information and your lead will likely go to a different place on your website or even abandon your email altogether.
When it comes to creating an effective nurture email, keep it simple (whilst maintaining your brand identity, so they know where the email is coming from) and keep it short.
Just be clear and concise about the information you provide and include a CTA towards the product or service you are certain your lead is interested in.
If the CTA is not about a purchase, at least you can direct them to customer support just in case.
According to Clear Out, email communication can swiftly lead to information overload. Excessive content or multiple calls to action (CTAs) have the potential to generate confusion and repel leads rather than capturing their interest. Typically, lead nurturing emails should fall within the range of 50 to 125 words. While it’s acceptable to extend the length to engage leads displaying interest, maintaining conciseness is advisable whenever feasible.
- Nurture emails need to have a specific topic
Nurture emails are different from your regular emails which can contain a plethora of information. Your regular email newsletters can also have a general topic that is meant for all of your subscribers.
But nurture emails are special in that they are designed for a specific purpose along the channel of your subscriber’s likelihood of making a purchase from you. That said, a single nurture email needs to have a single topic.
For instance, you already know what your lead is interested in, and this information can be gained from the reason they became a subscriber or a recent visit to your webstore.
Then, the nurture email should contain only information on that specific product or service. Remind your lead why they had thought of wanting this in the first place. Put a CTA in the email as well to drive a lead into making a purchase.
- Send emails regularly, but naturally
Nurture emails are meant to be sent regularly. From the moment someone is subscribed to your mailing list until they finally make a purchase.
That being said, you can be sure that nurture emails contain many parts that need to be sent regularly.
You want to keep in touch with your customer and most importantly, remind them about your brand and what kinds of things they have ‘forgotten’ in their shopping cart.
However, constantly sending out emails that remind them about a purchase may simply be annoying. People don’t much like being pushed to make a purchase when they are not ready.
You could get marked as spam or even blocked if you bombard your subscribers with many emails like that. That said, pace yourself up and use reason when sending emails.
The emails need to progress naturally based on the behaviour and activities you’ve monitored through open rates and other metrics.
HubSpot Blog reports that, maintaining a consistent yet organic schedule for sending marketing emails is crucial. A regular rhythm helps establish familiarity and expectation among recipients, enhancing open and engagement rates. In fact, studies show that companies that send 1-2 emails per week have the highest open rates, around 21.38% on average. However, it’s equally important for the schedule to feel natural, avoiding excessive or forced communication. Finding the balance ensures your audience remains engaged without feeling overwhelmed, creating a harmonious connection that fosters lasting relationships and effective communication.
- Always use personalisation in your nurture emails
If you are thinking about lead nurturing emails but forget about the whole concept of personalisation, you are missing out. To make an effective nurture email, you always, always need to use personalisation.
The first line of personalisation is, of course, addressing the subscriber’s first name in an email’s subject line. If not the subject line, then the first word of the content as a way to address them.
Next personalisation is designed after knowing who your customer is and what kinds of things they are most interested in from your brand. This requires looking into their shopping behaviour on your site.
What kinds of things they have browsed, or bought, the most? Then, you can send a nurture email regarding the very same thing or similar things.
It is also important to ask customers who rarely buy, every now and then, about some troubles or issues they may have about making a purchase.
- Keep to your brand value and never disappoint
Lastly, whatever your lead nurturing effort may look like, and no matter how eager you are to quickly turn a lead into a buying customer, always maintain your cool brand identity.
You don’t want to seem aggressive, desperate, let alone manipulative. Remember that you are building a real, helpful relationship with your leads. You are not just treating them as potential buyers that bring you revenue.
If you treat your customers this way you are sure to lose them quicker than you get to turn them to buy anything from you.
The Medium reports that email marketing, when executed with care, amplifies brand value. However, aggressive sales tactics and unsolicited messages risk alienating subscribers, potentially leading to unsubscribes or indifference.
With that said, have a really strong brand identity, present the best your company has to offer, and never disappoint when you deliver your products or services.
It’s crucial to prioritize genuine connection, personalization, and consistent brand messaging. By offering real value, respecting the inbox, and avoiding bombardment, brands can maintain trust, ensuring their emails are welcomed rather than overlooked or discarded.
Doing this will also ensure that you keep your customers loyal and they are sure to keep coming back for more. Turning customers into fans is the greatest marketing win.
