What to Do Once You've Collected Leads: Effective Lead Nurturing


Published: | By Emilie Murphy

So you’ve collected leads on your website. Now what? 

Whether you’re new to eCommerce or a seasoned expert, you’ve likely heard of a sales or marketing funnel. This is the journey your website visitor will take from first coming across your business to becoming a customer. It usually looks something like this:

marketing-funnel

Image source: https://www.directiq.com/marketing-funnel-stages/ 

Once you’ve got customers ‘in the door’ either using paid ads, word-of-mouth marketing, social media or SEO, your next job is to convert them. 

Once someone has landed on your website and you’ve collected their contact information, it’s important that you follow up with them. Studies have shown that over 50% of qualified leads aren’t ready to buy. So it’s imperative that you nurture them until they become a buyer.

Nurtured leads make 47% more purchases than leads you don’t nurture, and lead nurturing creates more loyal customers.

So, how do you nurture leads?

The most effective way to nurture your leads is using email. It may seem like our inboxes are inundated with emails these days, however it’s still the most effective marketing tool with the best engagement rate, even in 2021. 

In addition, email marketing tools are generally less costly than advertising. You can fully automate your email nurture campaigns too, which means less work for you! There are various tools you can use to set up an email drip campaign, and their price depends on your contact list size.

A great option for growing businesses is Mailchimp, and POWR Form Builder and POWR Popup have a Mailchimp integration so that you can automatically sync new contacts to your email lists in Mailchimp. Why is this important? So that every new lead you collect using a POWR Form or Popup will automatically be enrolled in your email nurture campaign without you having to do anything. Other email marketing tools include HubSpot, Constant Contact, SendGrid and Drip. 

With POWR Contacts, you can export your centralized contact list and import it to your chosen email marketing tool so that you can nurture your leads.

So how do you write a good email nurturing campaign? 

Here are 3 quick tips:

1. Segment Your Email Lists

It doesn’t necessarily make sense to send the exact same email to everyone on your email list. Segmented emails generate up to 760% more revenue, so it’s definitely worth investing in. If you’re not sure where to start, the top 3 email lists you should create are: new subscribers, abandoned carts, and repeat customers. 

Send content that’s as personalized as possible, and if you can segment even further depending on an action that they took. 

2. Write Varied Content

No matter what you write, you should aim to provide value. You also want to make sure you’re not being overly promotional and that you send email content that fits in different categories. This could include free educational resources, PDF downloads, product reviews, industry news, for example. 

You want your emails to stand out in your lead’s inbox, so try to be educational or offer them something meaningful. Make sure every email has a strong call to action too. Simply put, make it clear what you 

3. Get Personal

If you know their first name, use it! You can capture that information using POWR Popup or Form Builder in your POWR Contacts list, so make sure you’re using it in your email communication. You can take it a step further if you know which product they clicked on or added to their cart, or if your lead capture form requested more information make sure you use that information to personalize the content you send to your leads. Personalized emails result in transactions that are 6x higher, so it pays to get personal! 

Want more tips on how to collect leads? Read this article.

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