Email Marketing Tips to Nurture Your Prospects

Set Your Goals

Do you want to increase sign-ups for your service? Are you looking to sell more products? Does your organization need more donors? Determine your specific goals first, so that your email messaging nurtures prospects toward the end goal.

Without goals, you are just creating emails to create emails. By setting goals, every email has a purpose, and it gives readers clues on what to do next.    

Determine a Timeline to Reach Your Goals 

How often you send emails to meet your goals depends on your audience. For example, it typically takes longer to convert a B2B customer than it does for B2C. Therefore, a B2B email timeline could be longer than one for B2C prospects.

This is also the point where you should think about the frequency of your emails. In a typical B2B timeline, you might send 2-3 emails during a 30-day lead nurturing campaign. However, if you are reaching B2C consumers, you may choose to send more frequently since the time to conversion is usually shorter.

Become One of The Highest Paid Digital Marketer

With Purdue Digital Marketing PG ProgramExplore Course

Brainstorm How Emails Can Help Customers

Prospects do not want to be hit over the head with your sales pitch. Instead, think of ways your emails can be of value to them.

For example, can you create a how-to video that explains different ways to use your product or service? Can you highlight a testimonial that helps readers feel more confident in your organization? What about sending them a helpful article that talks about a solution to their problem?

Personalized email marketing helps you connect with prospects in ways they enjoy, and it increases engagement with your business – keeping in mind your end goals, of course.

Optimize and Test Your Emails 

Once you have goals and timelines in place, and you’ve determined the helpful messaging you want to send prospects, you’ll want to carve out time for optimizing and testing those email campaigns. 

For example, you might try different calls-to-action or switch up the offers you send customers, then comparing the results of these separate emails. Did Offer A or Offer B seem more compelling to your recipients?

Thankfully, we have lots of data available to us, so you can monitor the effectiveness of your emails and respond accordingly.

Conclusion

Email marketing is an active channel for nurturing prospects toward our intended purposes. As long as we define our goals, timelines, and messaging, and then continually refine the campaigns, we can create more engaging, personalized experiences for leads, we want to become life-long customers.

Learn More About Email Marketing from Experts

Do you wish you knew more about how to use email marketing? Simplilearn’s Advanced Email Marketing Certification Training Course is a highly-rated, online course that helps you master advanced email marketing strategies. You’ll develop expertise in creating effective advertisements to promote products and services, create brand awareness, and build loyalty and trust.

Check out the key features of this popular digital marketing program.