What Is a Lead Nurturing Campaign?

Posted at Jun 12, 2020 3:06:00 PM by Katie Weedman | Share

Let's face it. Not every lead you acquire is ready to convert. To earn the trust of those yet-undecided leads, you need to foster or build upon those relationships. In today's digital age, relationship building happens at every stage of the sales and marketing funnel -- from awareness to action. Every touch point, regardless of whether it occurs over the web or over the phone, helps shape a potential customer's perception of your business and its products and services. But how do you convince those yet-undecided leads to take action and buy? That's where a lead nurturing campaign strategy comes in.


A plant being watered by hand, representing a targeted email lead nurturing campaign strategy.


What Is Lead Nurturing?


Lead nurturing is the process of developing positive business-to-consumer (B2C) and business-to-business (B2B) relationships.


A lead nurturing campaign uses the contact information acquired during lead capture (e.g., the completion of a form on a website) and the behavioral data acquired through the lead's on-site activities (e.g., the downloading of a whitepaper or visiting of a particular web page) to deliver timely and relevant communications designed to demonstrate the value of a business' products and services.

What Does a Successful Lead Nurturing Campaign Strategy Look Like?


Most lead nurturing campaigns utilize email marketing. Email has proven time and again to be both cost-effective and just plain effective. According to Campaign Monitor, email marketing drives $44 for every $1 spent. Plus, email marketing offers two key advantages beneficial to lead nurturing: automation and personalization.


Automation can ensure timeliness, allowing for immediate lead follow up. This is important because the sooner you contact a lead, the better your odds are for converting that lead into a sale.


Personalization can create relevancy, enabling you to enter into a conversation in a more intimate way. However, it's important to note that this kind of email personalization goes beyond simply using a lead's first name. It requires sending a targeted email marketing message in direct response to a lead's demonstrated interest.


For example, when a lead submits a form to subscribe to your newsletter, send them an awesome welcome email and say thank you. This is the beginning of your relationship with the lead as a newsletter subscriber, so take care to make a great first impression.


While this might seem like a small aspect of your lead nurturing campaign strategy, it’s an often overlooked one than can really pay off. On average, 320% more revenue is generated by welcome emails on a per email basis than other promotional emails.


For additional ways to leverage automated, personalized email for your lead nurturing campaign strategy, contact the email marketing experts at THAT Agency. Many satisfied email marketing agency clients can attest to an ROI of more than 122%. Get started nurturing your leads via email today. Call 561-832-6262 now.


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Tags: Digital Marketing, Email Marketing

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