For many marketers, email marketing seems to be the most effective and efficient channel for attracting customers than any other marketing tool. And this is understandable.
Email marketing allows you to stay in touch with your potential customers for a very long period of time, inform them about discounts and special offers you offer, expand their knowledge of your product, etc. At the same time, there is always a risk of being too pushy or ruining your image with one bad email, which can cause the buyer to unsubscribe from your mailing list and promise themselves never to contact you again, either by email or in person.
Lead nurturing is the same email marketing, but with a number of significant differences. Firstly, the subscriber will be sent a certain series of letters aimed at completing a specific task, and secondly, the letters will contain an abundance of useful and relevant information to the subscriber's interests. In this context, lead nurturing looks much more profitable than a regular email campaign. If you consider email marketing effective, then you simply have not seen what lead nurturing is capable of. Below are the advantages of this method of work.
Short response time
One of the significant disadvantages of email marketing is bulgaria phone number data that the connection between the client and the company is established not at the moment the person fills out the lead form and sends it, but much later. But it is logical to assume that the site visitor and your potential client is interested in immediate contact with you at the moment of sending the form.
Some studies suggest that the older a lead is, the harder it is to reach them and the less effective your emails will be. Dan Zarrella, a social media researcher at Hubspot, found that there is a positive correlation between subscription recency and CTR. You can see this correlation in the image below. Start using lead nurturing early to take advantage of this dynamic.
Lead nurturing
Vertical: click-through rate of letters, horizontal: subscriber age
Automated system
The second main advantage of drip marketing is that it is an automated process. All you need to do is set up the initial stage, and then the system will automatically send out letters according to the schedule you specified, as each new lead comes in. Small investments will ultimately lead you to big income: according to research by the Market2Lead agency, those leads with whom additional work was carried out in the drip marketing format, as a rule, convert into buyers 23% faster than others. By the way, this reduces the workload of the sales department and saves managers' time.