Lead nurturing emails need this kind of content to strike the right note

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 23, 2021, 4:44 AM UTC

Carefully leveraging emails can enable brands to build a relationship with their leads moving them down the sales funnel till they are ready to convert.

A good lead nurturing email can engage, entice and encourage consumers to continue interacting with the business after their initial contact. This email format can radically increase the chances of leads making a purchase – making the lead nurturing emails one of the best lead nurturing tactics.

To make lead nurturing emails more effective, marketers should provide valuable content and include expert insights. Marketers should consider lead nurturing emails as mini blog posts. Use these emails to continue teaching your audiences something new and use expert insights to justify your statement. Make sure the email focuses on one relevant topic – the topic that initially converted the lead.

Keep lead nurturing emails short and precise, and include testimonials and CTAs. Ideally, emails should be between 50 and 125 words. Marketers should also ensure their emails address leads’ pain points and are consistent with the brand. But, they should test emails and track key metrics like click-through rate and unsubscribe rate to fine-tune campaigns.

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