Lead nurturing tips that every business should know

Email is one of the oldest digital tools that marketers still rely on today, but senders continue to batch and blast campaigns that don’t result in sales leads or produce a return on investment.

The key to a successful email campaign which produces leads is to engage your contacts with a relationship building strategic plan.

Follow these five tips, to ensure your campaigns produce results, whenever you send:

Segment your dataEnsure your content is suitable for the recipients by segmenting your data into different groups for targeted and accurate campaigns. For example, your clients should receive a different email compared to your prospects.

React to behaviourCreate a 1:1 connection with your contact by using automated emails that are based on the recipient’s behaviour, such as a purchase, a download, or a click in your email campaign.

Don’t forget, you must also nurture your existing customers in the same way. It’s much easier to convert an existing customer into a repeat buyer, than to convert a cold prospect. According to eConsultancy, email marketing delivers an average return on investment of £24 for each pound spent; therefore consider a lead generation strategy when targeting your prospects.