How Can You Nurture Warm Leads Into SQLs Through Email Marketing

Marketers often make the mistake of becoming too complacent when they qualify a lead as warm. However, most of them are nowhere ready to buy or even be classified as a Sales Qualified Lead (SQL). A lack of active nurturing or communication on your part can cause them to fall through the cracks in your sales pipeline, leading to lost sales opportunities.

Studies have shown that companies that are good at lead nurturing are able to generate 50% more sales-ready leads. Email marketing proves to be a remarkably effective strategy for nurturing leads by allowing you to stay in touch with the leads and engage in meaningful, personalized communication.

Let us see some tips on how B2B marketing companies can use emails to nurture warm leads into SQLs -

Segment your mailing list or leads

Perhaps the best advantage of emails is the facility of personalized communication it offers. Of course, you cannot spend hours on creating individual emails for every lead, but segmenting your leads will prove close enough. Doing so will allow you to send out emails that are absolutely relevant and relatable to your leads, prompting a more favorable action on their part.

Map your emails to the buyers' journey

Knowing where a particular lead is at in the buyer's journey is crucial for effective lead nurturing. This will give you an idea of the kind of content you need to create for your next email. The main stages of a typical buyer's journey are -

• Awareness – Buyer realizes that they are facing a particular problem or challenge, and need a solution

• Consideration – Buyer is researching various options that can potentially solve their problem

• Decision – Buyer has chosen a solution or is considering the best option among the available solutions

Use an email automation software

There are a lot of considerations involved in an email marketing campaign other than creating content and designing emails. From validating emails and keeping an eye on the subscriber list to tracking the results of the campaign, it is a lot of work to do manually.

An email automation software will help you reduce the tedious manual work and provide detailed reports of your campaign, so that you focus on refining your strategy for maximum results.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, inbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.