Would you like to increase your revenue without resorting to pushy sales tactics? The solution you’ve been looking for just might be tucked inside your email inbox. Nurture emails are a great way to build a trusting relationship with customers and boost sales at the same time.
What are lead nurturing emails?
Lead nurturing emails are not sales emails or company newsletters. Instead, the main goal of an email nurture campaign is to provide valuable content that helps solve your ideal client’s pain points.
Here a few best practices for high-quality lead nurturing email sequences:
- Send email nurture campaigns regularly.
- Use a catchy email subject line.
- Stay client-focused.
- Provide valuable content.
- Include a call to action.
If you need additional guidance for writing your lead nurturing emails, use this simple 5 step process.
5 Ways Lead Nurturing Emails Boost Sales
Believe it or not, building trust and consistently showing up in your prospective customer’s inbox with helpful information is helping your bottom line.
Nurture emails boost sales because they:
Respect the Pace of Relationships
According to business growth expert Karen Dunne-Squire, “You can’t close a sale until you’ve opened a relationship”.
Your clients agree. 7/10 customers say that they are more likely to purchase from a company they trust. Sales aren’t all about having the best pitch, or even the best product, it’s about clear messaging and building trusting relationships.
92% of people who visit your website for the first time aren’t there to buy. They are just window shopping. Many businesses miss out on tons of sales opportunities because they let those people leave their website without getting their contact information first.
To increase your chances of making a sale to all those window shoppers, you need a way to gain their trust. That’s where lead nurturing emails come into the equation.
First, add an opt-in form advertising a valuable lead generator to your website. Interested prospects will give you their email address in exchange for your lead generator.
With their contact information you can then send helpful emails that build trust, introduce them to what your business has to offer, and continue the lead nurturing process until they decide they are ready to buy.
Lead nurturing emails give people the time and space to get to know your business and its offerings on their own terms.
When your prospective client decides they are ready to buy a product or service to solve their problem, you will not only be fresh in their minds but they will also have developed a trusting relationship with you. It will be much easier for them to click that ‘buy now’ button because they’ve gotten to know you, received consistent, valuable information from you, and are confident you have their best interest in mind.
Nurture emails can take the relationship with your ideal client from the awkward, uncertain first date (the first time they see your website) to happily walking down the aisle to say “I do” (when they decide to purchase your product or service).
Another benefit of lead nurturing emails is the ability to send personalized emails. One way to get personal is to add your customer’s name to the greeting or even the subject line of your lead nurturing campaigns.
You can also send personalized content, specific to where they are on the buyer’s journey. Stary by setting up an automated welcome email, or even a whole welcome series, to introduce new leads to your company. Be sure to stay client focused and highlight how your products and services can make their lives better.
If a potential client expresses interest in a specific product or service, by clicking on a link in one of your emails, you could set your email marketing software up to send them automated email campaigns about the benefits of that specific offering.
This not only keeps the lead engaged but also increases the chances that you will convert leads into paying customers. Using personalization and segmentation is 58% more effective than just sending a general email blast to all of your customers at once.
Use the Concept of Reciprocity
The concept of reciprocity states that when someone does something nice for you, you feel compelled to do something nice back. It creates a subconscious feeling of obligation, trust, and connection.
So, if a potential customer gets incredibly helpful emails from you each week, they will feel more inclined to buy your product or service in order to give something of value back to you.
How likely are you to hand over a large sum of money to a person you’ve never met before and know nothing about? Probably not very likely at all.
No one wants to waste their money on a product that doesn’t deliver. That is why we usually take the time to do research, ask around, and read reviews before making a big purchase.
Your lead nurturing campaign can help set your business apart from your competitors during this investigation process.
While your potential customer is busy researching, you are showing up in their inbox with meaningful, valuable information. When they see you are willing and able to help them for free, they feel more confident that your paid offering can solve their whole problem.
You can also deepen your authority by using testimonials and case studies to show how your product or service has already helped people in the same situation.
Although saving money doesn’t necessarily increase your sales, it still puts more money in your pockets. Nurture email sequences are an incredibly cost-effective marketing tool but that isn’t the only way they save you money.
It costs 5 times more to get a new customer than a repeat customer.
The best way to encourage repeat business is to stay in touch with previous clients and continue providing value to them.
Lead nurturing emails allow you to do just that. Think of it as a 2-for-1 deal. You write one lead-nurturing email that builds trust with new leads and encourages repeat business from previous customers at the same time. Now, that’s an efficient use of your time and money.
For one of our clients, this simple marketing tactic led to a 7 figure increase in revenue. Marketing doesn’t have to be complicated, just clear and consistent.
Without ever actually writing the words “buy now”, nurture emails boost sales. They help build relationships with potential and existing customers and can assist you in moving leads further down the sales funnel pipeline. By personalizing emails, using the neuroscience behind the concept of reciprocity, showing authority, and serving your existing clients well, you can use this inexpensive marketing tool to grow your business and your bottom line.
If you’d like some help writing and sending effective lead nurturing emails, schedule a call today with Guide MKTG. We can write lead nurturing emails for you so that you can stay focused on running your business.