The Yes And No Of Lead Nurturing Emails

A wise man once said that marketing was like fishing. You've got to hook prospective leads with your brand, convince them to bite, and then reel them in. It's not easy, but it's oh-so-satisfying when you land that big buyer, isn't it?

To catch the buyer, you need to get their attention with an irresistible bait. So, you can try to attract potential customers and clients by using tools like HubSpot CRM. However, you must provide them with products like content offers, brochures, case studies, blog posts, and product demos. Yet, it’s the humble email that beats them all!

So, What Makes Emails So Special?

We have to be honest, email marketing can get your company more engagement than a random video on the internet, being one of those marketing tools that really packs a punch. Having a well-planned email campaign and being consistent with it will not only increase your sales and lower the cost per lead but also ensure you have your desired ROI.

Let’s talk about Nurture Workflows!

Nurture workflows are a series of automated processes that guide prospects through personalized marketing and sales activities, fostering engagement and relationship-building over time to convert leads into loyal customers.

You can use nurture emails at any given instant in the buyer’s journey - from creating relationships with new top-of-funnel (ToFu) contacts to reaching out to existing clients for upsell opportunities. Platforms like HubSpot CRM make the job easier these days.

Now, we have written thousands of these emails all our lives, and trust me when I say that we have finally got the hack! So here are some basic lead-nurturing email practices for you:

NO: Impersonate

Email nurture workflows are automated and everyone knows that. So don’t fall into the trap of thinking that if you include the titles of COO, CEO, or VP, the weightage of your sales will increase. Your leads are smart. They know, no COO is eagerly waiting for their replies. So now, what should you add after ‘sincerely’ to ensure your profitability?

Emails don’t necessarily need to come from anyone. A simple info@ or hello@ email address works just fine if your leads include ToFu clients. Your emails don’t specifically need a human sender, but you have to be smart about this. Sender attribution does matter too, sometimes. If your leads are at the bottom of the funnel (BoFu), then you should ensure a marketing/sales team rep does all the communications to finalize the deal.

YES: Be an Entertainer

Writing these emails without pretending to be someone else gives that personal touch to it. You don’t have to stick to the traditional rich text format or include blue underlined links. You can create engaging HTML templates with gifs, video thumbnails, and more.

But make sure the contents of the email have a consistent visual identity as consistency is key.

NO: Make Yourself the Target

Reports have shown that writing “urgent” or “important” in the subject or all-caps subject lines increases open rates. 

But remember, the goal of nurture emails is not to increase the open rate but to engage your clients, establish a long-term bond of trust, and guide your leads into the funnel. Goodwill is your biggest asset, so work on a professional image that will aid in achieving your sales target.

YES: Use Automation

Stop using the resources of your sales department to do all the work of reaching out to clients manually. You will lose out on a lot of sales opportunities if you use the same age-old hacks. It’s time to move forward.

CRM customization tools like HubSpot Automation create a series of automated sales emails and also follow-up tasks to ensure your sales team is on track. The implementation of HubSpot would also help you create customizable email workflows, which will help you create better email campaigns in the future.

NO: Be a Boring Storyteller

If you’re demanding your leads take 4-5 minutes from their busy schedules to read a short blog, why would you want to bore them with a long email? 

The key to a nurture workflow is providing intriguing, high-quality content to engage your leads and create trust. So focus on that instead of writing unnecessarily long emails. Also, don’t forget that 46% of emails are read on mobile phones. So, a long email on a tiny screen with a dull white background really does not work. 

Keep it short and bring out your creative side to ensure a click from your lead.

YES: Give Opinions

If you are thinking of how to engage your buyer and set the tone, start by talking about your company’s opinions regarding some relevant topics. ‘Thought leader’ blogs are the perfect ice-breaker!

The more opinionated emails you share, the more likely it is that you’ll receive a reply. But remember to prioritize your focus on industry topics and back them up with solid reasoning.

The Bottomline...

When it comes to nurturing leads, it's all about catching their attention. We get it—no one really wants to read a novel in their inbox. So, keep it short and sweet with your own personal touch, and you have a recipe for success.