To Nurture Leads, Send Three to Four E-mails a Month
E-mail lead-nurturing programs that garner the highest clickthrough rates are those that send e-mails to prospects at least three to four times a month, compared to programs that send just one e-mail a month.
This was a key finding from the Benchmark Study of Lead Management Practices, a report published by Silverpop, an Atlanta-based e-mail and online relationship marketing services firm.
To measure how business-to-business marketers attract prospects and nurture them along in the sales process, Silverpop analyzed six months of data from 250 companies' lead management campaigns. Industries represented in the study included technology, publishing, financial and professional services.
The study also evaluated the number of questions, on average, marketers can include on a Web form before prospects are likely to abandon it. Ultimately, the study found that it's not the number of questions that matter, but rather how long it takes responders to answer them.
Once initial information about a lead is captured, marketers can later send forms with both prepopulated fields and additional questions to gather more detailed data for lead scoring and segmenting, the study found. But leads that indicate they're ready for a product demonstration or sales call should automatically bypass the rest of the lead-nurturing process and be routed directly to sales.