5 Things to Know About Writing a Nurture Email
A study conducted last spring showed that 40-70 percent of qualified leads are not ready to make a purchase. So, what is the best way to keep those leads engaged until they are ready to buy? An email nurture campaign!
Nurture emails are valuable tools that you can utilize to encourage leads to move down your sales funnel towards making a purchase. The goal of a nurture email is to educate leads on the value of your company and the products or services that you sell.
Before you write your first nurture email, here are five things you need to know:
1. Segment your email list.
You know those annoying promotional, repetitive or unhelpful emails that you send right to the trash without opening? We all get them, but obviously no one wants them (because they live in our trash, never to be read). Then why do businesses still send them?
Because they don’t segment their email lists.
So, before you write a single word, group your contacts based on factors relevant to your product and company, such as behavior, what they’re interested in, where they live, etc.
According to a study by Mailchimp, segmented campaigns had a 14.31 percent higher open rate, 100.95 percent higher rate of unique opens, and a 9.37 percent lower unsubscribe rate compared to campaigns that were not segmented.
When you think about it, it makes sense, right? By segmenting your list, you are able to cater your message to leads based on their unique characteristics, making it easier for you to send content that they actually want to read.
2. Personalize content.
Okay, so you’ve gone through the effort of segmenting your list, right?
Don’t get lazy on us now!
No one likes to feel like a number, but everyone does like to feel special and “seen.”
The next step is to personalize your email to each segmented list. Approach your message in a way that will resonate with the individual audiences. Then, add personalization tokens to the emails to tailor them to each contact, calling them out by name, industry, company, etc.
3. Offer value.
Your nurture email should be more than salesy fluff. Before sitting down to write an email, determine what topic you will educate your audience on. Topics should include information on your industry, company, product or service. Don’t overwhelm them with a sales pitch and call-to-action right away. Instead, offer them something valuable—suggest they view your e-book, webinar, or downloadable that will help them solve a problem they face.
Put yourself in your lead’s shoes. What would you want to hear if you were in their position?
4. Stay on message.
It’s 2020. We’re constantly being bombarded with information from multiple devices and sources. Nurture emails are not the place to tell your entire life story and how you ended up here today (in your lead’s inbox). The email should concentrate on one topic—ideally the one the lead initially converted on—and include a relevant, succinct call-to-action.
5. Keep it short and sweet.
These days, attention spans are short. In fact, a 2018 study found that the “average human attention span has fallen from 12 seconds in 2000 to eight seconds in 2018.”
Organize your emails so that readers can ascertain the value of reading it within seconds. Cut down the copy to the bare minimum to increase the power of your message.
Creating your own strategic marketing plan can feel overwhelming—but it is possible! And the sooner you get it done, the sooner you’ll be running an even more successful business! If you have any questions about implementing a nurture email campaign, or writing a nurture email, feel free to reach out. We’re always happy to help!