Do’s and Don’ts to nurture B2B Leads via Email Marketing

Posted by Rahul Garg

From the business’s point of view, having so many leads is definitely pleasing to the eye. But at the end of the day, the fact that matters is how many prospects are turned into customers. That’s why it is essential to nurture leads.

As per the reports, 79% of leads never turn into sales. For the sake of business’s expansion, organisations approach B2B lead generation companies. Marketers can easily nurture leads if they play their cards right.

To offer unmatched lead generation services, email marketing is deemed as the perfect tool. It is so because lead nurturing emails always ensure better results.

Do you want to know how to nurture B2B leads with the help of email marketing? Have a look at the below-mentioned do’s and don’ts:

Do: Educate your prospects

Educating prospects about the products or services is the crucial part of the lead nurturing process. This factor cannot be taken for granted because if prospects aren’t aware of the products or services, it would be very difficult to move them down into the sales funnel.

Therefore, it is important for marketers of B2B lead generation companies to send lead nurturing emails to the targeted audience after a short period of time. This will make sure that product or service related information stay in the prospect’s mind.

In addition, here are a few tips that would help B2B marketers in educating the targeted audience:

Send blogs and articles related to leads’ interests.
Share how-to blogs or videos links via lead nurturing emails.
Tell about the latest trends and industry statistics.

Do: Send personalised emails

Personalisation has always been deemed as the crucial factor that could help in nurturing leads. Whenever B2B marketers communicate with prospects in a personal manner, this leaves an everlasting impression on the customers. Consequently, this results in better outcomes.

However, personalisation doesn’t mean including a prospect’s name in lead nurturing email. Therefore, it is crucial for the marketers to write the whole email content in such a way that makes potential customers feel valued.

Here, the database can do the trick as it can let marketers know about the questions that prospects mostly ask during the interaction.

After making use of the database, it is significant to make sure that written email content has all the product or service related information that prospects may require for better understanding. This will surely help to achieve the desired results.

Here are some important suggestions that B2B marketers should take into their consideration for the sake of sending personalised emails:

Use the potential customer’s name in the subject line.
Attach high-quality images related to products or services.
Write the email content in a simpler language in order to maintain the reader’s comfort zone

Also Read: All That You Need To Know About the UK Lead Generation Companies

Don’t: Overlook the importance of subject line

Well, you should be aware of this old adage that says ‘Don’t judge a book by its cover.’ However, this proverb doesn’t seem correct when it comes to nurturing leads. Industry reports have revealed that 64% of potential customers delete lead nurturing emails because of the poor subject lines.

In order to get the desired results, it is crucial for the marketers of B2B lead generation companies to create enticing subject lines. This factor is significant because if customers don’t open the lead nurturing email, the written high-quality content will be good for nothing.

In a nutshell, it is vital to remember that both email open rate and the quality of subject line go hand in hand.

So, here are two important points B2B marketers should keep in their mind to create tempting subject lines:

The subject line should consist only 50 to 80 characters.
Avoid including words that seem spammy because the click-through rate gets reduced up to 59% whenever such type of words get added.

Don’t: Neglect CTA buttons placement

After sending the lead nurturing emails, whether you will get the desired results or not totally depends on how well you placed the CTA buttons. With the time, the significance of call-to-action buttons has been increased because these help in pushing the leads down into the sales funnel.

By clicking at the CTA buttons, furthermore, potential customers can easily access more information related to products or services related. This will not only make the marketer’s job easier but also lead to better sales results.

However, CTA buttons would only be beneficial if they get placed properly. It means multiple CTA buttons shouldn’t be placed close to each other as this may create a chaotic situation for prospects, which, in turn, leads to undesirable results.

Obviously, we aren’t making any statement that multiple CTA buttons can’t be added. Here is how marketers can add multiple call-to-action buttons in the lead nurturing emails: