Read Time: 3 - 4 Minutes
Email “nurtures” help push potential customers along in their journey toward committing to an actual purchase. Nurture emails are like water for a budding flower, helping it grow into full bloom. Here’s how you can optimize yours to earn more conversions and boost your profits.
1. Make Use of Your Customer Personas
You should have customer personas already built, based on research into the demographics of your audience and what appeals to them. Use these as you develop your email nurtures. If your customer persona falls into a younger age demographic, target them with colloquial language and references to popular Internet culture. If they are older, try more formal language and traditional advertising approaches. Every lead benefits from a different approach, but your customer personas can give you general guidelines to follow as you consider how best to nurture your leads.
2. Segment Even Further
Although the potential customers you are nurturing already represent a segment of your overall audience, you can segment even further and achieve even better results. You can tag your contacts based on things like the way they reached your site, their level of interest, and other factors, then segment your email nurture to address the specific concerns of each group. For people who are on the verge of a purchase, offer them an enticing discount; for people still early in their customer journey, educate them more about your product or service.
3. Address FAQs
When a user completes a conversion goal other than making a purchase, like signing up for your email list or requesting information, you should strike while the iron is hot. Triggering your follow up email within a few minutes is much more effective than waiting days; your brand is still fresh in the user’s mind, whereas waiting to contact them gives them time to forget about you, or worse, buy what they need from a competitor. Respond to leads quickly to avoid losing them forever.
Your email marketing will be more effective if it is segmented to target people at different stages in their customer journey. You want to extend a welcoming hand to people new to your company, who you would like to introduce to your message and your product or service, and you want to re-engage people after they’ve bought something. But what about the stage before they become a customer; when they’re still a lead? This is when email nurtures come in. Use the above tips to help make yours as effective as possible.
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