3. Use Your Data to Send Automated, Relevant Content
Few tactics are as effective as content marketing when using email to move the right prospects through the funnel. But not just any content will do. Don't alienate one segment of your audience by always talking to another. Personalization by sending appropriate content is as important, and potentially as effective, as personalization of other elements of the email. Content needs to match the buyer's interests. For example, if your lead has identified as being interested in MBA programs, don't communicate with the person about undergraduate degrees.
4. Show the Love—Keep Your Leads Warm and Engage Them
An estimated 70 percent to 90 percent of leads generated by marketing are never followed up on by sales, yet 20 percent of those are highly likely to convert. Real-time follow-up may be best, but it's common for some triggered messages to go out between 24 hours and three days after the lead comes in. Real-time messages convey that you, as a brand, care about your customers. And not only may immediate action leverage the buyer's emotional, real-time state to prompt movement, it will also increase accuracy in your messaging and the chances that the lead doesn't go cold within the hour, as the majority do.
5. Shout Out Your Return
To understand what's working, make sure your attribution is connected into your single customer view by recognizing what's driving conversions at the individual, campaign and program level. This is vital to understanding where you should be spending your marketing dollars and prioritizing your efforts. If you don't have a view at all these levels, it will be impossible to know what's happening at each phase of the funnel and what affect one channel may have on the other.
Customer nurturing programs should deliver a three- to five-time return on investment. If they don't meet this threshold, make sure you're following these five techniques and you can build powerful lead nurturing programs.