What are your prospects doing if they interact with your website but aren’t ready to buy? They are probably looking for answers to their problems and weighing their choices before deciding to buy.
Email nurturing sequences, also known as lead nurturing, are a strategy for marketers to help leads in the buyer’s journey. By definition, lead breeding is the process of building productive relationships with potential consumers during the purchasing process.
Nurture email sequencing is scalable and successful, but not one direct connection after another with all B2B possibilities. Which one comes with a condition or warning? Email nurturing must be done carefully.
Here’s why your email nurturing process may not work and how you can fix it effectively.
You’ve probably collected data that can be easily integrated into your emails to give a personal touch if you use marketing automation tools like HubSpot. An email address with only their first name may suffice, or you may go one step further. Do they know? Do you know what their position was? The more information you can get from your leads, the more personalized your emails will be.
Related: How to personalize your emails when you only have one name
Too much CTAs
Each email should include at least one explicit call-to-action (CTA), but many CTAs can be confusing. Not to mention, this is an interesting email.
If you’re not sure about the purpose of your email, chances are. Before you start designing your sequence, take a step back and enter the subject of the email, the main CTA and additional CTAs if you have any documents.
Related: Learn from 5 strong CTA examples (including solid CTR and conversion)
Sales pitch overkill
Not every lead is ready to buy at the moment involved in your business, so keep working on your elevator pitch.
By providing relevant, useful material, meeting customers on the buyer’s journey is crucial. Morals suitable for delivering through email parenting campaigns include videos, blogs, supplementary tools, case studies, and client testimonials.
Is it ever permissible to pitch sales? Absolutely. You should definitely ‘ask for a sale’ at some point in the parenting process, which should be guided by the user’s engagement.
Related: How To Lose A Deal: 6 Selling Possibilities Pitch Wrong
Missing the right time to hand over
Your sales and marketing teams must work together to nurture leads.
The ultimate goal of any parenting program is to transform lead from marketing to sales.
If the transfer is made too late, Lead may prefer a different purchase. Alternatively, if the transfer is made too soon, the sales team will be overloaded with leads that are not advancing and they will lose to close those who have reached exactly where you want them to be.
The transfer is based on a mutually agreed customer profile / journey as well as a mutually agreed method to accurately determine what a qualified lead should look like.
This is especially important when it comes to coordinating sales and marketing and nurturing email whenever a lead is talking directly to sales or there is a mechanism to point out the opposite. Emails from many people in the same company can confuse or annoy your leads in some situations.