Just because a prospect converts into a lead, it doesn’t mean they’re anywhere near completing a purchase. Email nurturing campaigns can help businesses stay at the top of their minds.
According to Marketing Sherpa, the average SaaS or software conversion rate is 7% and, to many reading this, that might sound high. For e-commerce, the figure is even lower: 3%.
WordStream estimates that the average PPC conversion rate is just over 2%, which probably sounds a lot more reasonable.
The fact stands that over 90% of people who provide their email address through a lead magnet form aren’t ready to buy – they need a little guidance and nurturing before they’re ready to make their purchase.
Nurturing isn’t only effective for converting leads into customers, it can also help companies increase revenue and maintain market share.
Research shows that nurtured leads make 47% larger purchases. Meanwhile, less than a third of companies nurture their leads beyond the initial purchase but 97% of those that do enjoy a higher portion of market share.
Why Is Email Nurturing Important?
Simply put, email is intimate, conversational, and ripe for automation.
Figures show that leads complete between 57% and 90% of the sales process researching on their own without ever speaking to a sales rep. Email nurturing is important for building meaningful conversations without alienating prospects with pushy calls or promotional emails.
Email also puts marketers and sales in control of prospect data. It’s easy to seamlessly integrate data from website analytics and CRM software into email campaign platforms where businesses can build comprehensive profiles for each subscriber.
How to Design Effective Email Nurturing Campaigns
Effective nurturing campaigns gently inform and guide prospects and leads through the sales funnel.
Understand Unique Segments
Breaking up email subscriber segments into multiple tiers is helpful for creating the best content.
- Firmographics: Company names, size, market share, job title, buying power, job role, industry, etc.
- Content type: Do they prefer blog posts, eBooks, webinars, podcasts, or videos?
- Stages of the buying cycle: Buyers often revert to earlier stages of the journey and up to 7 people are involved in any purchase decision on average.
Let Automation Do the Heavy Lifting
With the right prospect data, automation makes it easy to set up personalized buyer journeys that introduce a new lead to the brand’s values and services as well as the industry.
After the email goes out, marketers and sales teams can check the results and see who the most active leads are.
Keep the Promotional Content Slim
80% of buyers say they’ve switched vendors in under 24 months due to a poor experience.
Research shows that 96% of businesses using strong service-type strategies tend to drive more revenue and have a larger market share than those focusing entirely on promotional content.
Leads and current customers want genuine help – not sales pitches.
Use Accurate Prospect Data to Fuel Email Nurturing Campaigns
Flobile manages partial or full email marketing for inside sales teams. We schedule appointments via email, pique prospect interest, influence thoughts, learn their intent, track clicks, and nurture leads before and after-sales calls.
Our goal is to shorten the sales cycle and enable the inside sales team with the right follow-up sequence. Flobile also runs 90-day prospect data verification scans to purge systems of outdated, incomplete, or invalid data plaguing their marketing and sales strategies.