Lead Nurturing through Email AutomationShreyasee Bhalerao
A key step in your lead nurture process is communicating with prospects effectively. But most businesses do not know how to do this.
Having the right system in place to efficiently categorize, develop and close your leads will help you create a successful sales organization.
We all know how precious each lead is. It is potentially the beginning of a life-long mutually beneficial relationship.
Whether you are a one-person marketing-sales-service machine or whether you have a team of marketers, pre-sales qualifiers, screeners, salespeople and customer service agents, introduce these three simple steps in your sales cycle that will help you improve your conversion rate.
Step 1 – Optimize your First Response
Your first response should be immediate, even if it’s automated. It can be a message on the page that they submit the inquiry form or It could be an automated email or It could even be a text message.
What can the message say?
– Thank you for your interest and We will get back to you in 24-72 hours and In the meanwhile, you can see our portfolio here or read more about our product here or visit our Facebook page and read the reviews and so on
What else can the message say?
Do you need to get some extra information from your lead that you had not requested for in the inquiry form? Create a questionnaire template for this or Give them a ballpark estimate of your service or product fees or Send them a case study or company profile to get them acquainted with your services/company. After your first response, you can move towards the next step.
Step 2 – Drip Email Campaign
Send your leads at least 1 email a month that will add value to their business. For example – What information can you give a fellow business-person that will be helpful to them?
– Write about your company – work being done, events celebrated, recently completed projects, testimonials acquired and so on.
– Add some fun facts to your email “What do the top 5 CEOs have in common? They rock at Yoga!”
This will mean that even if you don’t close the deal immediately, there’s a good chance that your lead will keep you in mind for their next project which brings us to Step 3.
Step 3 – Analytics
You can use simple analytical tools such as Google Analytics to find out key metrics of your email communication. Some of these are –
Click Through Rate (CTR) – It will tell you how many of your email recipients clicked on the URLs inside your email.
Conversion Rate – It will tell you how many goals were achieved based on your email campaign.
Bounce Rate – It will tell you how many email recipients clicked on your website link but immediately backed away.
List Growth Rate – It will tell you how many email recipients you are adding every day or every month.
Email Share Rate – It will tell you whether anyone is sharing your email communication with their friends & family. and finally
Overall Return on Investment (ROI) – It will tell you whether your email automation system is making or losing money for you.
Depending on the overall ROI, you may need professional help in getting better results in your overall email communication strategy. But I can guarantee you that with these simple steps you will skyrocket your business volume.
May the leads be with you!
Co-founder and partner EC Infosolutions Pvt Ltd, Shreyasee has worked on CRM, eCommerce, Direct Sales, Digital Marketing and BPR projects since 2007. Her passions include reading books on popular science, AI, and keto, practising Yoga and using organic skincare.