I think there are many people in charge of marketing who are already working on lead nurturing. Lead nurturing means “cultivating prospective customers”.

For example, let’s say that 10 users visit your website with interest after learning that there is a cosmetic product that looks good through word of mouth. Therefore, everyone took action to apply for a trial set, and one of them purchased the product at a later date.

Here, lead nurturing is done for the remaining 9 people who seem to have stopped considering or are still considering.

In this case, if the cosmetics manufacturer had to start over by attracting customers, they would have to open a store at events and put out advertisements, which would cost both money and time.

However, if you develop prospective customers who are interested once and use effective email marketing tools, you will be more likely to lead to purchases at reduced costs. Lead nurturing is a strategy that uses a variety of methods and others to elevate a prospect’s interest and willingness to purchase to the next level.

1. E-Mail Magazine

Email magazines, which are inseparable from those in charge of marketing, are a typical lead nurturing method. You can periodically send your company’s announcements to users. As easy-to-distribute content, we recommend new product information, website update notices, campaign information, etc.

It has the advantage of being able to instantly deliver useful information to many users, but it also has the disadvantage of reaching users who are not interested in it because of the general nature of the broadcast transmission.

In order to make up for such disadvantages, it would be a good idea to use other email delivery methods other than the email magazine introduced below.

2. Segment Email

It is a method of classifying prospective customers according to conditions and distributing information considered to be optimal for each group.

There are various methods of classification, for example, you can classify based on profile information such as age, gender, occupation, area of ​​residence, etc., or according to the user’s actions such as “person who ordered a pamphlet” or “person who applied for a seminar”. You can also classify.

Compared to e-mail newsletters, we can deliver information that is of interest to each and every user, so we can expect an increase in the e-mail opening rate and the number of inquiries.

3. Step Mail

This is a method to deliver prepared emails step by step starting from a specific date, such as the date the user requested materials or participated in a seminar/event.

It is similar to segment mail in that it can deliver information that is of interest to the user, but step mail has the element of “optimal timing and a number of times”.

If it goes well, each time you send one, the user’s interest will increase, and it is possible to advance to the next status. It can be said that it is a measure that is directly linked to the purpose of lead nurturing.

4. Thank You Email

It is often sent as the first step email, but it is a thank-you email that is automatically replied to when the user registers or applies for membership from the form on the web.

Recently, this system has become widespread, and it also has the role of being able to confirm that registration and application have been completed successfully by receiving a thank-you e-mail.

So have you applied correctly? It is characterized by a high opening rate compared to other emails to check. Take advantage of your high open rate and include information to move users to the next status. It is also effective to write the URL of the site you want to guide.

5. Information Email

This is an e-mail that notifies you of upcoming seminars and lectures. Merely notifying them does not constitute lead nurturing, so it is necessary to proceed to the action of “participation”. To that end, explain what kind of benefits users will receive from participating, and try to devise ways to convey the atmosphere that “it would be a waste if you don’t participate.”

6. Dormant Customer Digging Email

This is a method of approaching users who have been in contact with sales in the past but lost orders due to timing and conditions not being met, or users who have not started sales for a certain period of time, by encouraging them to take some action. Based on past needs, we introduce new products that are likely to be of interest, and in some cases, provide completely different products and event information.

If You Want To Do Lead Nurturing, Start With Email

Email can be approached in a variety of ways. Even if you are in charge of marketing and have only distributed e-mail magazines so far, there is no need to prepare and distribute everything on your own

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