According to a recent DemandGen Report, nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. 

So… what is Lead Nurturing?

Lead nurturing (also known as drip marketing) is the process of automatically “dripping” relevant information via email to sales leads over time. 

Emails can be sent automatically to prospects at exactly the right time, reducing much of the manual labour involved in sales communications. The benefits of this are numerous, and extend far beyond simple sales functionality.

Lead Nurturing is a way of building a relationship with a potential client. Your prospects are no longer getting spammed with generic sales emails, they’re receiving targeted communications based on their own activities, interests, and more.

How does Lead Nurturing Work?

Step 1:  Decide on a Campaign 
There are several different types of programs you can run based on what you want to accomplish. The first step is deciding what your objective is and what type of campaign you want to run. 

Eg: Are you hoping to revive inactive leads, or remind your current clients that renewals are fast approaching? 

Your next steps will hinge on this initial decision.

Step 2:  Choose the list to nurture 

Lists and segmentations are the reason that drip emails can be so highly targeted. 

If you want to nurture a specific segment of your database, sort these prospects or clients on to the same list. 

Eg: Is your campaign designed to target specific locations, certain product segments, new users, leads who have been cold for longer than six months?

Step 3:  Set up Drip Logic and Decide on Content 

You need to consider;

  • How often will you be sending drip emails to the list?
  • How complex do you want the drip campaign to be?
  • What content would you like to offer?
  • What will trigger each prospect to move to the next stage of the campaign?

Step 4:  Deploy and Track Progress

While lead nurturing programs will run automatically with little additional work on the part of marketing or sales, you’ll want to keep an eye on them to see how they’re performing.

Use the drip reports in your marketing automation tool to see how many people have progressed through each stage of the program, the number of prospects that have been sent each email within the program, the number of bounced emails, and total clicks and click-through rates for all of your drip emails. 

Use this information to adjust and optimise your campaigns for optimum performance.


6 Quick Lead Nurturing Tips

Designing nurturing campaigns that effectively move prospects through the sales cycle is a learning process. Following the best practices below will help ensure that your campaigns deliver maximum value and impact.

1. Segment

Segmenting your prospects will show them right away that you are focused on them and their situation, not simply spamming hundreds of recipients on a list.

2. Get Personal

After you have segmented your lists, add some personalisation. Customisation can go well beyond using a recipient’s name in the email’s salutation.

3. Lend a Hand

It is important that you use every email you send to provide value to your readers. Show your prospects that you have the resources and drive to help them.

4. Present a Value Proposition

You need to state the value proposition of each piece of content in order to demonstrate your expertise and the value your company offers. Recipients should never wonder why they received an email.

5. Link to Additional Resources

Where it is applicable, add links to additional content to draw prospects to your site where you can track and record what they are searching for and what interests them.

6. Focus on Your Prospects

The most important thing that you can do to ensure the success of your lead nurturing campaign is also the most obvious. focus on the prospect.