Lead management is a place where companies are usually willing to invest, but that doesn’t make it easy. It can get pretty uncertain, in fact, during the nurturing stage. When marketers don’t know exactly where prospects stand, it’s hard to meet their needs and convince them to buy. Prospects in this stage typically leave emails unopened, calls unanswered and wallets closed. Marketers should not get discouraged by those unopened emails – they actually play an important role in keeping leads engaged.
Email marketing is invaluable to lead nurturing. Getting into your prospects’ inboxes keeps you at the front of their minds, even if they’re not reading your content. Yet.
Nothing you don’t already know, but it rings especially true for those leads who aren’t totally engaged. If they aren’t reading your email, you have to make an impression in the only place you can: your subject line. Make it compelling, and don’t be afraid to get personal.
Let your CRM tool work for you. Send email campaigns at the best times of day for your leads; they’re moving targets, but that doesn’t mean you can’t be strategic. While you’re at it, don’t forget to keep things mixed up when it comes to scheduling. Sending your daily, weekly or monthly email at the same time, every time is too predictable and can easily cost you a strong prospect.
Never doubt the power of segmentation. It gets the most out of your database. Send emails that are more personalized and more relevant. Content based on your prospect’s location, for example, might be just the thing to get their attention when they least expect it.
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