Best Email Marketing Tools For Nurturing Leads

Choice. If there’s one thing we’re not short on today, it’s choice. As soon as a need is identified in the market, companies start jockeying to be your provider. Email marketing is no different – so how do you work out which one is the best for your business? 

It may look like the majority of email marketing tools hit a lot of similar beats. It makes sense. They don’t want to miss something everyone else offers and lose potential customers. The reality, though, is more nuanced. 

Every email marketing platform has its strengths and weaknesses, or, at the very least, the pain points it prioritises for its users. But which one is best for nurturing leads and upping your conversion rates?

As you’ve probably guessed, there’s no straight answer. Different tools do different things, which is why ScoreApp integrates with most of the big names in email marketing. 

What we can tell you is how to use emails to nurture leads down the sales funnel, and how each email marketing platform works with ScoreApp to get the job done.   

We’re here to make the choice easier to make. 

So, with that in mind, let’s look at how to use emails and ScoreApp to nurture leads. We’ll start with triggers for kicking off campaigns.   

Triggers for nurturing leads with emails 

Nurturing leads often means knowing when to reach out and with what content. At what point is a lead likely to be most receptive to what you have to say? And what can you include in the email that will take them even closer to a buying decision?

Below are some of the most effective triggers for nurturing leads with an email. Automate these responses with ScoreApp and keep your engagement ticking over.

After a lead completes a quiz 

Every ScoreApp quiz you create is the beginning of a new funnel, a new tool to segment your leads. That’s why it’s important to start nurturing those fresh leads as soon as possible. 

Be sure to have a nurturing and sales email sequence ready to go. You’ll want around 13 separate emails that hit different notes, such as special offers, top hints, best tools, testimonials from your customers, and myth-busting. Kick it all off with an automated email that thanks them for completing the quiz, including their name, score, and results in the subject and email body. 

We’ve already explained in depth what to include in these emails, but here’s an overview of the sequence:

• A thank you for completing the quiz, alongside some further reading
• A nudge to remind readers about a product or piece of content
• A conversation for direct engagement
• A tip or hint that leads to a quick and reliable win
• Impart some knowledge to get them started
• Recommend a product or tool that eases one of their pain points
• Share where people in their industry could go wrong, and how to avoid it
• Debunk a common misconception and promote your solution instead
• Counter any negative impressions about your product or service
• Introduce a new or specific product 
• Let them know time is running out to buy a product or take advantage of an offer
• Testimonials from happy customers
• FAQs
  

After a lead downloads a freebie 

If your lead has downloaded a free resource from you, then they’re warming up. Now’s your best chance to draw them further in. One way to keep them engaged is to send them personalised content based on their download history. This could be a webinar, a related product recommendation or special offer, or gated content which complements what they already have. 

A survey based on their download is the other way to go. Automating surveys is a great way to keep leads engaged, while bringing in further data to personalise future campaigns.

After a lead registers for a webinar 

Webinars give businesses the chance to engage with their leads in real time. You can share your expertise and demonstrate the strength of what you offer. 

Before getting that far, though, you should capitalise on their interest by setting up a webinar funnel that engages before, during, and after the event. As far as emailing post-registration goes, a thank you email is absolutely essential. Reiterate the key points the webinar will cover, as well as the time and date. Wrap it all up in a friendly, positive tone and you’ll have an excited attendee. 

After a lead signs up for a video mini-course 

A video mini-course is a useful lead magnet, particularly if you burrow into a specific topic. A good video mini-course warms up leads and builds trust by showcasing the value you bring to a lead’s life. 

Any course sign-up should trigger a nurturing sequence, which can be automated with ScoreApp. Include reminders, related content, and follow-ups to move these warm leads down the sales funnel.

After a lead registers for a lead generation challenge 

A lead generation challenge encourages businesses to learn about you in a non-salesy way.

If you’ve planned out your challenge according to your business goals, then you should end up with leads who are raring to hear more about you and what you offer.

While an email sequence starts with a thank you or a confirmation on registration, it’s the post-challenge sequence that does the heavy lifting and nurturing. 

Here’s what it should look like:

• Email 1: A congratulations on completing the challenge. Throw in some key insights and results from their attempt for personalisation.
• Email 2: More feedback on their performance, as well as a recommendation for how they could reach the next level (preferably involving one of your products or services).
• Email 3: A testimonial from a previous or existing customer to demonstrate success and build trust.
• Email 4: Directly address any pain points that have emerged with some handy, pre-existing content. Videos, blog posts, educational content, and case studies will work. If you can direct them towards gated content, then you’ll be able to gather even more data. 
• Email 5: Provide extra value and give leads the chance to level up their skills. Perhaps invite them to a webinar or to book a demo, or recommend further reading from your blog archive.
• Email 6: We’re nearly at the end of the sequence, so what better time to tempt leads with an exclusive offer. We all like to think we’re receiving special treatment, so an unmissable bonus could be what tips them over to becoming a customer. 
• Email 7: The sequence has come to an end, but let your lead know that you’re there if they need you. Make yourself available to answer any questions – you’d be surprised how often they reach back out.

After a lead fills out an enquiry form

An enquiry call can take a good chunk of time. What you don’t want is to get on the phone with a lead, spend time with them, and realise they’re not a good fit. Or worse, that they’re not going to convert. Nobody has time for time-wasters.

That’s where a pre-qualifying campaign comes in. As soon as a lead fills out an enquiry form, send them a ScoreApp quiz with pre-qualifying questions to make sure they’re a good fit. If they are, great. You can use ScoreApp to segment them, use their quiz data to personalise your emails, and speak to them safe in the knowledge that they’re a strong lead. 

If not, then your sales team will be armed with that knowledge and adjust their expectations. Whether it’s worth the effort to try and convert them will be their choice. It might be that they’re better focusing their attention elsewhere.

5 top tips for nurturing leads with email marketing 

Knowing when to send emails for maximum impact is only part of the equation. Nurturing leads takes a bit more behind the scenes to be truly effective.

Each of the five top tips below is its own process. They all take time and attention and need to be regularly examined and optimised. Once you get into the swing of an established routine, though, your lead nurturing will be more effective for it.   

1. Segmentation

ScoreApp quizzes are rich data seams. They give you information about everything from budgets and preferences to pain points. You can use the answers to put your lead into a segment of your email list, with different segments receiving different email series.

Whether they’re warm or cold leads, experts in the industry or beginners, SMEs or sole traders, you can engage them better with a segmented email list. 

2. Personalisation

A personalised email beats a generic email every time. In fact, 72% of people will only open an email that is clearly personalised. You don’t want to throw away those sorts of numbers. 

Including the lead’s name is the bare minimum. From there, include a reference to their quiz results and score, and any specific pain points they have emphasised. Personalising and tailoring any email to show how you solve a key problem will improve the lead’s impression of you in a flash.

3. Automation

If you were to sit and type out every email that nurturing a lead requires, you’d never get anything else done in work hours or otherwise.

Automation is your friend. ScoreApp lets you send emails and email sequences based on events such as:

• Quiz completion
• Downloading resources
• Event sign-ups
• Waiting list submissions. 

Personalisation is key here too. Make sure each email sent out is relevant and adds value to the action taken and brings the lead closer to converting.

4. Behavioural triggers

Lead behaviour can also trigger email sequences. Follow-up emails for clicked links, quiz completions, and even an original email being opened (think a new product email leading to a sign-up reminder) are all fair game. 

Behavioural triggers are particularly useful for retargeting. Sometimes a gentle reminder and a fresh offer is all it takes to turn a lapsed lead into a customer. 

5. Analytics & reporting

To keep emails working at their best, you have to regularly check performance metrics. Keeping a close eye on open rates, clickthrough rates, and conversions is vital. If rates are falling, stagnant, or generally weak, then you need to do something about it. You can’t just click send and cross your fingers that it’ll all work out how you want it to. 

ScoreApp makes A/B testing part of the process, so you can change subject lines, content, and distribution times and measure the impact instantly. No part of your emails should be out of bounds or above being changed – not when you want to nurture leads and maximise conversions. 

Integrating email marketing tools into your wider marketing strategy

When it comes to creating a marketing strategy for your business, it’s easy to get swept up in the latest, quick gratification techniques. But while the instant connection of social media, and the attention-grabbing potential of SEO and PPC have their place, email is a steady and versatile tool that should never be overlooked. 

With email and ScoreApp data you can:

• More effectively drive traffic to your content with strong and specific CTAs
• Nurture relationships for longer with automated email sequences
• Segment leads more naturally for improved targeting
• Boost conversion rates with personalised messaging and content
• Build trust with testimonials, and build your authority by adding value to a lead’s inbox
• Retarget lapsed leads and tempt them back towards a purchase
• Take advantage of upselling and cross-selling opportunities with aftersales emails.

Integrate your chosen email marketing tool with ScoreApp

Because email is such a powerful tool, we’ve made sure that ScoreApp easily integrates with the most frequently used platforms around. And if your email marketing platform of choice isn’t on the integrations list, well, you can use Zapier to connect platforms without hassle. 

Let’s have a look at some of the best-loved email marketing platforms and how they work with ScoreApp to bring your campaigns to life.

1. ActiveCampaign

For starters, ActiveCampaign integrates directly with ScoreApp, so leads are transferred and segmented automatically. You can also personalise emails using quiz responses and lead scores. That creates more enticing email subject (name and score included) and body copy possibilities, while advanced automation tools keep your campaigns organised. 

How to use ActiveCampaign with ScoreApp

By using ActiveCampaign alongside ScoreApp, you can create highly personalised email sequences that are ready to go as soon as a quiz is completed. Segmenting your email list means specific businesses get more relevant content based on their quiz answers. 

ActiveCampaign also comes packed with analytics, so you can monitor clickthrough rates, open rates, and more and make swift alterations.

2. Mailchimp

Mailchimp is legitimately huge, with 13 million users around the world. Part of the reason it’s so successful is its user-friendly approach. It’s easy to get going on your campaigns thanks to drag-and-drop templates, advanced segmentation options, and inbuilt A/B testing.

How to use Mailchimp with ScoreApp

With ScoreApp’s powerful landing page creation tools and Mailchimp’s automation capabilities, it’s a doddle to build an effective sales funnel. Merge your ScoreApp and Mailchimp leads, and you can start to build automated sequences that reach the different segments of your email list. 

Meanwhile, the data that comes in from your quizzes will fuel personalisation for more effective nurturing. 

3. HubSpot

HubSpot is another household name that even people outside of marketing and sales have probably heard of. Integrating HubSpot and ScoreApp doesn’t just give you access to lead management features, there’s also a comprehensive CRM with a suite of email marketing tools. 

How to use HubSpot with ScoreApp

HubSpot allows you to build complex email sequences triggered by multiple lead behaviours. Whether that trigger is a quiz completion, an abandoned cart, or a sign-up, ScoreApp and HubSpot will let you create and automate a multi-step email workflow. You can then use HubSpot’s CRM features to keep track of engagement and manage the status of your leads. 

4. Kit (formerly ConvertKit)

Kit, previously known as ConvertKit, is one of the more straightforward email marketing platforms. Kit and ScoreApp integration is ideal for any business seeking easy-to-use automation and segmentation tools.

How to use Kit with ScoreApp

Tailoring how you nurture leads is one of the main strengths of a Kit–ScoreApp integration. Use ScoreApp quiz results to create fields and tags in Kit for lead scoring. These tags could be based on overall quiz scores, answers to specific questions, or the types of businesses your leads categorise themselves as. 

You can then send automated, personalised email sequences for nurturing and sales, guiding leads through your services and building engagement. 

5. Klaviyo

Klaviyo comes with a focus on automation and advanced segmentation. With Klaviyo, you can use real-time data to dig into your audience’s personalities. This granular approach makes for more fleshed-out and impactful personalised marketing, while a reasonable price point makes it ideal for any B2B or e-commerce business.

How to use Klaviyo with ScoreApp

The main draw with Klaviyo is their advanced audience segmentation tools. When you pair Klaviyo with ScoreApp quiz data, you can break your email list and leads into niche categories. The more segmented your list, the more hyper-targeted you can make your email campaigns – and the more successfully the campaigns will engage and nurture your leads. 

Turn email subscribers into paying customers with ScoreApp

ScoreApp and email marketing tools go together like a hand in a glove. Like bread and butter. Like that one thing you like and the thing you like it with. They’re both versatile and complement each other when it comes to turning leads into converting customers. That’s why ScoreApp integrates with so many email marketing tools.

Whichever email platform you go for, whichever best solves your pain points, ScoreApp is there to give you the support you need. With email list segmentation, campaign sequence automation, and enhanced personalisation capabilities, ScoreApp makes your email marketing more effective. 

Try ScoreApp for free, and give your email marketing a boost today.