Email marketing is still one of the best internet marketing strategies. It’s important to keep in mind, however, that very few people will be ready to commit to a purchase after receiving their first email. You need to invest in a solid lead nurturing strategy if you want your email efforts to have a direct impact on your bottom line.

Here are some of the elements that you need to keep in mind when creating a lead nurturing strategy:

Focused content

You can’t expect generic content about your product or services to strike a chord with all of your readers. Your first step is to create buyers personas for your ideal clients. Think of their aspirations, needs, and challenges – and create content that speaks directly to these needs. Your content should also be tailored to different touch points. If, for example, you met prospects at a trade show, then your content should mention this. Tailored content is more relevant and has the ability to take your potential client further down the sales funnel.

Multi-channel touchpoints

Have you ever browsed through a website and then seen the exact same product you were looking at pop up in your social media feeds? Paid retargeting and dynamic website content are only some of the other multi-channel touchpoints that you should be considering along with your email marketing strategy.

Give something away

People love getting something for nothing. If someone has opted in to receive emails from you, offer them a product coupon or a special promotion. If you are selling a service, consider creating a free white paper or webinar that they can download or attend. Helping people will establish your brand as a thought leader in the industry.

Need help with your email marketing strategy? Then contact us today.

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