Email marketing is the most effective tool for lead nurturing.
Lead nurture emails, or simply nurture emails, are important emails designed for reaching leads directly and converting them to customers.
Since they connect you with people who already showed interest in receiving offers from your store, email lead nurturing marketing is a major part of direct marketing strategy.
The effectiveness of an email lead nurturing strategy, however, depends on many factors. A personalized email, for example, should perform better than a generic one, as online shoppers expect brands to provide relevant recommendations.
In this guide, you’ll learn more about nurture emails and how to write good emails to turn more leads into loyal, paying customers.
The Anatomy of a Lead Nurturing Email
Lead nurture email is an automated email sent by an online business to educate and nurture prospects and leads based on their behavior.
For example, when a customer visits a certain product category on an eCommerce website but makes no purchases, a lead nurturing email is sent to them.
The email contains personalized product picks and possibly incentives like discounts. The purpose is to convince them to visit the store once more and buy.
Here’s an example of such an email, courtesy of RevZilla, a motorcycle gear retailer.
Marketers know how effective these emails can be, so they use them very often.
“Lead nurturing emails can have up to 8 times higher open and click-through rate than generic email newsletters,” says Diana Adjadj, a digital marketer from 3to5 Marketing. “This is what we found while doing email campaigns for GrabMyEssay. The reason: they’re more personalized in terms of customer interests and time of delivery.”
Apart from product recommendation campaigns, there are more types of lead nurturing emails that you should know about.
Types of Lead Nurturing Emails
Strategizing your lead nurturing effort by creating a content map is critical for a more organized and focused email campaign.
Here are the most common and effective lead nurturing emails to consider.
These could be newsletters and other email messages containing non-promotional content for leads. eCommerce businesses use educational emails to increase the awareness of a specific problem or need their audiences might experience.
These emails contain offers that leads can accept. It’s important not to get overly “salesy” with promotions because people receive a lot of them every day.
Free Trial Email
In this email, a business proposes a lead to try their product or solution for free for a limited time. It’s possible that some leads are interested but not ready to buy, so a “free trial email” is here to help them with making a decision easier.
Shopping Cart Abandonment Email
This is an email sent to a lead after they add a product to the shopping cart but leave the checkout. The main goal is to convince them to complete the purpose. According to Baymard Institute, the average online shopping cart abandonment rate is 69 percent.
How to Write Good Emails for Lead Nurturing
Now, we’re ready to learn how to write good emails to increase sales.
1. Nail the Subject Line
We know that people receive a lot of emails every day, so we need to grab their attention asap. If the subject line isn’t engaging enough, then leads won’t open them. This makes subject lines as important as email content.
Here are some tips on how to write good email subject lines:
- Keep it between 6 and 10 words. This is the length with the highest open rate, according to email marketing studies
- Include power words. These words trigger an emotional or psychological response from readers, so have a better chance to convince leads to open emails. Here’s a list of 401+ power words from Sumo (and a small part from it below to get you started)
- Use Fear of Missing out (FOMO). People don’t like to lose good deals, which makes a lot of companies use FOMO to write good emails. For example, you can use scarcity or urgency to convince more people to click on your lead nurture campaigns
Here are some examples of good subject lines from real brands.
- 30% Off Sale Ends At Midnight… (Fanatics)
- Don’t miss out! Get one year of access for $29 (Washington Post)
- You have 17 Hours Only. ☘ Get shamrockin’ (Rue La La).
2. Produce Lead-Focused Copy
The first law of lead nurturing is to provide something valuable. If a lead thinks that email marketing content is good, they will be less likely to either ignore or delete it.
Always write effective email content with the recipient in mind. This means:
- Speak their language. Write the copy in conversational language and try to exclude jargon and professional vocabulary (unless you’re sure they understand it)
- Mention the benefits for leads. Instead of writing about product features, make the copy that explains how these features are beneficial for the reader
This email below from Jysk is a good example.
Instead of focusing on the details of the sale, the copy speaks about the benefits for leads in a really simple and conversational language.
3. Keep the Benefits Above the Fold
You need to spark the interest to continue reading the email. One way is to try designing an email structure where all of the perks and benefits for the customers are located at the top.
Take a look at this lead nurturing email from Under Armour (or its top, to be more precise).
As you can see, the copywriter placed the message about free shipping at the very top of the email. This is a deliberate tactic to get the recipient to keep reading after they open the email.
The message that has the most value – “25% off $75+ UA.COM outlet” is shown in a larger font. This is another technique to draw attention in.
If the lead is not convinced, the next message has a discount code for them.
So, there are three messages that the copywriter uses to convince the lead to go to the website and buy. All of them are located at the top of the message so the recipient can see it right away.
4. Show that You Care
As you already know, one of the types of lead nurturing emails is educational. It’s unreasonable to send only promotional emails because many leads also want to learn something.
Surveys of email users support this. In this one, for example, more than 36 percent of the surveyed said they wanted “to learn about a topic that interests them.”
So, show that you care about educating your leads by sending them valuable content they are likely to want to read. This content includes blog articles, reports, instructional videos, white papers, presentations, and interviews.
Note that a large part of educational content should be original to help you create an image of a credible company. This means you should write your own content. Ensuring a lack of embarrassing grammar mistakes and writing amateurish content, always use writing and proofreading tools like Studicus, Grammarly, TrustMyPaper, and WritingJudge.
Here’s an educational email from WineMag that shares wine guides, which is something their readers like to receive.
The link to the guide is preceded by a concise description to explain why the recipient needs to read it. Always include a concise explanation like this to show the leads why they need to click and go to the content.
Try These Tips Today
Now you know how to write good emails to improve your lead nurturing and convert more of them into paying customers. With modern email marketing tools, all of these tips are easy to implement and test quickly, so feel free to try them.
And if you’re looking for more tips on creating effective lead nurturing campaigns, check out this Intro to Email Marketing (That Works).