Lyris reported recently that event triggered email has a 20% higher open rate than other email campaigns. This is due to the high relevance of synching an email campaign to a specific visitor (or customer) action.
Gleanster Research estimates that 50% of leads who are qualified to buy are not ready to purchase immediately. If you call these leads up and push them into making a decision right away, you will likely lose them.
Instead, take a look at your existing sales funnel. How long does it typically take a lead to become a customer after his or her first inquiry? Does the sales cycle vary for different types of purchases? Equipped with the answers to these questions, you can build some effective lead nurturing campaigns and leverage this marketing channel to qualify leads and help your sales organization.
Creating a simple lead nurturing campaign
A good lead nurturing campaign will move prospects downward through the sales funnel. Let’s say your web visitor downloaded your “53 Tips for Content Creation.” Being a savvy marketer, you send her a thank you email with a link to the PDF and your social media profiles. Downloading this document is a great top-of-the-funnel activity. Now you want to build a relationship and offer her more interesting content related to this first event, the download of your tip sheet.
Your first email might go out the next day, with a couple “sound bites” from your tip sheet, and and offer to answer any questions she might have.
${firstname},
Thank you for downloading “53 Tips for Content Creation” yesterday. I hope you’ve had a chance to start reading this ebook and getting some great ideas for your upcoming content.
- Using content to generate leads for your business? Check out my recent post on 43 Ways to Generate More Leads with Round-trip Marketing.
If you have any questions about generating content ideas, publishing frequency, selecting the right keywords, or lead generation, please give me a call.
Thank you!
Larry Levenson
Sigma Web Marketing
480.359.5501
The second email might go out 3 days after the event, with some links to related content on your blog.
${firstname},
By now I’m sure you’ve read “53 Tips for Content Creation”.
Before you publish your new content, make sure you target the right keywords and search phrases for your business, and that you are consistent. The areas you’ll want to do this with are in your meta tags, page titles, and page descriptions. You’ll also want to do this throughout your blog post copy, and especially in your H1 text, or title of your post.
Check out my recent post “How to Choose Keywords” at
Keyword Tips: How to Choose Keywords.
If you want to see what keywords your competitors are targeting, and what kind of results they’re getting, please give me a call or drop me an email. We offer this Competitive Analysis as a free service to qualified businesses.
Thank you!
Larry Levenson
Sigma Web Marketing
480.359.5501
Your third email in this lead nurturing campaign goes out maybe 10 days after the event, and includes your recommendation for the next action she should take.
${firstname},
We want to help you become better at driving qualified traffic to your website and converting that traffic into customers.
I highly recommend that you take 30 minutes to learn how your website compares to your competitors’ sites, and how well you’re doing across these three critical areas:
- Top of the Funnel
Are you doing enough to bring visitors to your website and fill the top of your sales and marketing funnel? How are your content creation, optimization and website promotion skills? - Middle of the Funnel
How do you do when it comes to converting traffic into leads and leads into customers? Do your landing pages, conversion forms, email marketing and social media efforts compare? - Analytics
Do you know what marketing activities are working (or aren’t working)? Do you measure your successes and failures? How do your online marketing results compare with those of your closest competitors?
In just 30 minutes, we can show you the answer to these questions in a clear, and concise way. You get to keep our written report, and this service is free.
If you have any questions about generating leads on your website, please drop me an email. I’d be happy to answer your questions.
Regards,
Larry Levenson
Sigma Web Marketing
480.359.5501
The last email of this campaign asks her to attend your webinar on content creation, or get a free demo, or some other strong offer of engagement.
${firstname},
This is the last time I will be emailing you. Learn how you can start generating leads TODAY with round-trip marketing by
clicking here or by calling me.
If you’re not ready to take this step, please stay in touch with us through Twitter, LinkedIn, or by subscribing to our posts via RSS or email.
As always, I’d be happy to answer any of your questions about round-trip marketing and lead generation, and how they can impact your business.
Best regards,
Larry Levenson
Sigma Web Marketing
480.359.5501
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