How to Fix Your Poor Email Nurturing Process

Websites are very popular these days. They not only help businesses scale faster, but they also allow prospects to learn about the products and services offered by the company. The visitor receives a large amount of information about your product or service and can make their decision at a later date, depending on what the prospect wants in their lives.

Lead nurturing is essential to your marketing success when moving inbound leads through the sales process. However, this type of marketing requires strategy, time and patience. Many marketers still believe that emails can be sent at any time or have a blatant disregard for the timing of email communications. This happens often because it seems like there are just so many different factors involved with implementing an effective lead nurturing strategy.

We know from experience that nurturing B2B email marketing communication is a process that can be driven by scale but still supports a one-to-one relationship with each prospect. This allows you to help nurture their interest in your business and products, automatically closing more deals, faster.

Before we dive into why your email nurturing process might not be working, let’s take a step back and see how an email nurturing process should work:

• Not working in Personalization: Marketing automation is often perceived as a tool that gives relevant information to your leads. You can learn a lot about your prospects and customers by using marketing automation tools, but it can only be effective when you collect personal data. The more information you have at hand, the more personalized your emails will be. Your leads will feel like they are talking to a real person, not a computer.

• Emphasizing too much on CTAs: There’s a delicate balance to strike between the number of CTAs you include in your email and the number of CTAs you use. If you have too many, it will be distracting for your readers. But if you have too few, they might not be sure what to do next.

• Sales Pitch Overkill: In today’s competitive business landscape, it’s not enough to just land a new customer - you need to keep them. In fact, the average business loses half of their customers in the first year alone. And while there are plenty of tools that can help improve customer retention, nurturing is one of the most effective strategies.

Conclusion

It’s easy to assume that your B2B email marketing nurturing campaigns are going about things correctly when you operate your own business. However, when it comes to the marketing and sales teams, it’s important that everyone be on the same page. If a client decides to go directly to sales or talks to multiple people in sales before making a purchase decision, the company could miss out on an opportunity to close a deal because of poorly coordinated communication.

In other words, it’s vital for the leads you collect via your nurturing campaigns to know who they are talking to. Therefore, it’s recommended that you change the copy of your email as well as introduce a contact person as mentioned before whenever you switch from nurturing to communicating with your leads. And even though you should make every effort to keep sales and marketing on the same page in terms of lead response, it doesn’t mean that you can’t change your targeting or nurture sequence later on down the line once they have gotten to know each other. After all, people are not static; they change frequently and make big decisions up until their buying processes are completed.