Par EmailGarage le 16 mai 2012 à
Email Marketing, Tips
Suspect – prospect – lead – customer. Talk to anyone in sales or marketing, and they’ll definitely know this sales process by heart. However, when it comes to communicating with these different types of people, we don’t always get the most out of it.
To get a good understanding, here’s how we define the different types:
• A suspect is a name in your target group. It might only be a company name and they don’t even have to know your company.
• A prospect is someone who engaged with your company in one way or another. You know if they are a decision maker and how far their interests reach.
• A lead is a prospect who has a need for your product or service. And the more urgent the need, the hotter the lead.
• A customer is someone who has bought or who has signed an agreement with your company.
It goes without saying that the communication approach to these different types varies significantly. Communicating with suspects is mainly about brand building and identifying the right person at the company. Customer communication is mainly about informing them about product related topics and thinking about cross or upselling. In between you have prospects and leads. There’s an opportunity to determine the time a new prospect needs to become a qualified lead. This could range from days, weeks, months or even years. Following this process, you can set up a program that interacts with your contacts at the right time for the right things.
10 smart ways to set up a lead nurturing program via email
How to turn a lead into a customer through email marketing
There are two widespread mistakes in a lead nurturing strategy via email:
• Sending out as much as you can to as many contacts as you can. Wildfiring all your bullets everywhere at once, will only impact a very small target group.
• Blindly going for the sale. In lead nurturing you are feeding your lead. Abruptly trying to convert it to a sale may burn your contact.
So how do you set up a good lead nurturing program? Just follow these steps:
1) Try to Identify the time it takes to get from suspect to customer and define your contact moments according to your clients’ needs
2) Content-wise you can start off with basic information in your emails and gradually move to more complex matters
3) Keep the length of your emails concise and limit yourself to three CTAs max. And if possible: just one.
4) Focus on clickthrough to your landing pages so you can learn about opens clicks, interest points but also time on your website,….
5) Make sure your emails are branded and position yourself as a thought leader.
6) Segment and rate your prospects and leads according to their engagement with your communication tools to enhance your lead nurturing via email.
7) Use product and service related words in your emails but distinguish yourself from the market buzzwords. If your reader reads the same content at your company as they read anywhere else, they won’t consider you to be unique.
8) In the contact section of your email, always make sure to provide contact details of a real person.
9) Use conditional personalization to make your emails more relevant for your reader.
10) Frequency! Test your emails on different target groups to find out your ideal timing.
Sending too much too often could be perceived as spam. On the other hand, sending too little will not build up your brand recognition consistently.
Conclusion: Set up a detailed lead nurturing program and gradually work up to sales at the end of the process.