Content and social media marketing are excellent means of nurturing leads through the sales funnel, but they have their limitations. Getting site content in front of leads requires high search rankings for relevant keywords, and social media posts have a short lifespan and heavy competition. There is no guarantee that leads will discover content published on these channels.
There is a way to increase the likelihood that content created for leads will be consumed: email marketing. By adding modern email marketing strategies to existing lead nurturing efforts, you can deliver relevant content and personalized communications directly to leads on a channel they monitor actively.
1. Target Using an Account-Based Marketing Approach
Email blasts are dead. Modern email marketing utilizes targeted and personalized communications to win over—rather than run off—recipients. Today’s email marketing best practices are less like social media marketing and more like account-based marketing. To earn engagement, emails need to cater to each lead’s specific needs.
To cater specifically to needs instead of casting a wide net with an email blast, leads must be segmented into relevant groupings. A good starting point is to segment leads based on each one’s stage in the buying journey.
This is simple if you have a list of contacts who’ve downloaded gated content. Determine the position in the buying journey that each piece of gated content caters to, and follow up with individuals who’ve downloaded that content. Deliver email communications designed to help them gather the information required to move further down the funnel or make a decision.
Make sure sales and ABM teams are sharing their insights as well. While gated content is a good place to start, as you’ll likely have all of the information required, over time you’ll want to expand efforts and include leads from other sources as well.
2. Optimize Emails for Mobile
If emails forgo mobile optimization, you’ll likely lose a huge portion of your audience. People are more likely to look at emails on mobile devices: 68% of emails are opened on mobile, compared to only 32% opened on a desktop.
A good email template is a natural place to start with mobile optimization, but the way you structure content is important, too:
- Use short and succinct paragraphs that are broken up for easy reading on mobile.
- Always lead with the most important information. If you’re going to grab them, you have to grab them immediately.
- Include your call-to-action near the top of the message.
- Make sure buttons and links are big enough to tap easily on a mobile phone.
3. Engage With Trigger-Based Campaigns
Trigger-based email marketing campaigns automatically send communications based on specific actions (or inaction). For example, a trigger-based campaign could:
- Send a welcome email that includes relevant next steps when someone creates an account or signs up for a free trial.
- Send a thank-you email that includes links to related resources when someone fills out a form or downloads gated content.
- Send a reminder or discount code when someone abandons a high-value page without completing the form.
But where trigger-based campaigns Go to the full article.