When it comes to nurturing leads, email is one of the most important tools B2B companies should be using.
No other alternative gives you the opportunity to reach leads where they live (or at least where they work) quite like an email landing in their inbox. It’s more personal and direct than social media, while the need to opt in makes it more welcome than PPC and paid advertising.
On top of all that, email is super versatile and supports multiple different business goals at the same time.
By using email marketing (and a well-thought-out strategy), you can:
- Increase the number of sign-ups to your email lists, webinars, and waitlists
- Increase the number and quality of your inbound leads
- Boost your conversion and sales figures
- Retain more customers
- Nurture leads more effectively.
Of course, that last point is why we’re here today. Why we’re writing this blog post, and why you’re reading it. So, let’s get to the big question.
Why is nurturing your leads so important?
It’s rare for a lead to turn into a customer without any guidance or interaction. Nurturing leads is that and more. It’s building awareness and brand loyalty. It’s educating leads on who you are, what you do, and why they need your services. It’s building a lasting relationship where a sale is really just the first step, not the end goal.
Personalising your lead nurturing is what will really get leads engaged and moving down the sales funnel. We’re not just talking about including a name in the subject line and email opening (although that is important – just ask the 72% who only open emails that are tailored to them), there’s more to it. To really work well, personalisation has to understand leads – not just know who they are – and add value to their lives.
ScoreApp is here to make effective personalisation a baked-in ingredient of your email marketing. By integrating ScoreApp with your email marketing platform of choice, you instantly get access to the data that comes in from your ScoreApp quizzes. That knowledge of a lead’s warmth and awareness, of their priorities, pain points and goals, is what makes a personalised marketing campaign work.
Types of email marketing for lead nurturing (with templates)
As you can probably guess, it takes more to engage and nurture a lead than just typing out an email every so often. In reality, there are many different sequences and campaign types, and they all work together to move leads towards a sale and beyond.
The most regularly used email types are:
- Welcome sequences – Introduce yourself and your products. You’d typically send welcome sequences after a lead magnet has been completed. This is your chance to stand out and show your worth.
- Regular educational emails – Keep leads in the loop with the latest product and service information, as well as any content related to their pain points.
- Case study emails – We’re hardwired to trust the words of independent parties over marketing materials. A case study or a testimonial from a happy customer or client showing how you made their life easier builds trust.
- Freebie delivery sequences – Make your lead fall a little bit more in love with you by giving them something helpful for nothing.
- Follow-up emails – Keep in touch with anyone who has made an enquiry or completed a lead magnet. Follow-up emails which add value related to their needs are the ideal way to stay front of mind and keep leads engaged.
- Re-engagement emails – Sometimes leads drift away or cool off. A re-engagement campaign is how you get them back onside and down the funnel. It could be an abandoned cart email, information on a new product, or even an enticing special offer.
Each of these techniques has a different goal, and each works best in different ways.
Here’s a rough guide on how to approach key emails for your campaigns:
1. Welcome email (after initial sign-up)
Purpose: Your chance to make a strong first impression that lasts. Introduce yourself properly and set expectations.
Example template
Subject: [Name], your [X product/service] is ready to go – let’s get started!
Hey [First Name]
We’re so glad you chose to [buy/sign up for] [product/service]. This is the first step towards [business goal], and we’re excited to help you get there.
What’s next? To get the most out of [X product/service], why not:
- Take a look at our [resource/product guide]
- Book a free consultation, where we’ll take you through everything you need to know, step-by-step [link]
- Check out how [other named business] used [product/service] to [meet their specific business goal] [link to case study].
Got any questions? We’ll be happy to answer them. Either reply to this email or get in touch via social media.
Best
[Your Name]
[Your Position]
A good welcome email is actually just the beginning of a much larger sequence. We won’t go into detail on that here, but don’t fret, we’ve already covered it in another blog post.
2. Educational email (providing value)
Purpose: Give your leads more information about what you offer and how to use it.
Example template
Subject: 3 ways you can [achieve a relevant goal] faster, [name]
Hi [First Name]
Many businesses struggle with [specific pain point], which is why we’ve come up with a solution: [X product]. [X] lets you [overcome specific problem and reach desired goal].
Here are a few tips to get you started:
- Tip 1: [Brief explanation]
- Tip 2: [Brief explanation]
- Tip 3: [Brief explanation]
Want to know more? Check out our blog post for more useful info [link].
Look out for more tips and hacks in your inbox soon.
Best
[Your Name]
[Your Company]
3. Product or service introduction email
Purpose: Highlight specific features or services and how they help.
Example template
Subject: [Name], here’s how to grow your business with [X product]
Hi [First Name]
Are you ready to take the next step and [achieve a key result]? With [X product], you can make it happen.
Here’s how to do it:
✔ Feature 1: [Benefit summary]
✔ Feature 2: [Benefit summary]
✔ Feature 3: [Benefit summary]
Want to see how it works? Book a 15-minute demo here and we’ll take you through it [link].
We’re ready when you are.
Best
[Your Name]
[Your Position]
4. Case study or success story email
Purpose: Build trust by showcasing client success.
Example template
Subject: [Name], want to increase your [metric]? Here’s how we got [client name] there
Hey [First Name]
We hope you’re enjoying using [X product] and that it’s helping push you towards [goal]. Have you heard of [client name]? They were in your position not so long ago, but with [X product] and a bit of guidance from us, they’re booming.
Here’s how it happened, and how it can happen for you.
Challenge: [Client name’s pain point]
Solution: Implementing [your product] with [specific feature/strategy]
Results: [Specific improvement metrics]
Case study details and testimonial
Good, eh? We want to be sharing your story and your results in the future. Book a call and we’ll see how [X product] can do even more for your business. [Schedule a call]
Best
[Your Name]
[Your Company]
5. Re-engagement email (inactive leads)
Purpose: Rekindle interest with leads who’ve gone cold.
Example template
Subject: [Name], are you still interested in [solving a pain point]?
Hi [First Name]
It’s been a while since you last looked at [X product page]. If you’re still looking to [grow metric], then we still want to help you do it.
In fact, we’ve just launched a new [resource type] that we think is perfect for you –
resource/offer name: [Link to download or view]
We’ll even sweeten the deal. Buy [X product] now and we’ll give you an exclusive discount.
Take another look here [link].
Best
[Your Name]
[Your Company]
Nurture leads like never before with ScoreApp
Lead nurturing is a vital part of running a business. Without lead nurturing, you’re at the mercy of spontaneous conversions. With it, you can build a relationship with contacts, keeping in touch and adding value throughout a longer period until they hit the ‘buy’ button. And because you’ve put in the work beforehand, that relationship will stay strong after.
By integrating ScoreApp with your email marketing platform, your nurturing campaigns get a powerful helping hand.
For a start, you’ll have a wealth of data to draw on from the webinars, quizzes, waitlists, and more that ScoreApp helps you create. That data is instrumental in personalising your email campaigns, but quiz answers also segment your email list according to your criteria for more effective campaign targeting.
Meanwhile, ScoreApp’s automation tools support lead nurturing at any time of the day or night, responding to triggers such as sign-ups and abandoned carts, and never leave a lead to go cold.
All this and more is how ScoreApp makes lead nurturing more effective. Try it for free, today.
