How to Write an Email When a Prospect Is Not Ready to Buy?

From statistics in B2B, more than 50% of inbound leads are not ready to buy when they first inquire about your product. But eventually, if developed properly, three quarters of these leads can be converted into opportunities.

How to “worm” them up and push them to close the deal with you? The answer is the lead nurturing.

Lead nurturing is a process of building relationships with potential customers even if they are not ready to buy your product right now. It aims to increase prospects awareness and their loyalty to your brand and products. According to Forrester Research, organizations that use lead nurturing properly can generate 50% more sale-ready leads for 33% less of the cost.

One of the main and most powerful marketing tools today is email. It’s an effective tool to reach out your prospects which can provide a really high conversion rate if you deploy the right nurturing strategy. Emails that were sent within the nurturing campaign are up to ten times more effective than standalone email blasts.

Here we share with you several of the best practices for deploying a successful lead nurturing email campaign.

1. Target your emails

If you send the same emails to all your potential customers, you definitely get a lower conversion rate as opposed to if you send highly targeted emails that will take into account where your prospects are in the buying cycle and correspond with specific customer problems.

2.  Educational Content

You need to send valuable content to your prospects. Since most of the not-ready-to-buy leads came to you after conducting their own research and evaluation, show yourself as an expert in your industry and try to become a trusted advisor.

3.  Personalization

Maybe, it’s well-known advice to give or to keep reminding you, but always remember to use personalization in your emails. If you already doing this – make sure that it works correctly! There is nothing worse than receiving an email with the wrong name. So clean up your email base and test the campaign before you send it out. Address your emails using real people inside your company – sales team or customer success.

4. Call to action

Include call to action in your email. It can be an offer to download a white paper, try a demo, get discount, register for a seminar etc.

5. Keep it simple

For a nurturing campaign, emails shouldn’t be too eye catching nor have lots of images and graphics – such examples look like an advertisement and people often perceive them this way, thinking you want to sell them something, not help.  Make your email more personal and simple, focused on content and value, not on the presentation.

6.  Right timing

Don’t send nurturing emails too often. We recommend sending them no more than once per week or every 10 days.

7. Analyze results

Analyze results after each campaign iteration – you need to know how your nurturing campaign is doing in order to optimize your emails for the next stage. You can check the conversion and click through the unsubscribe rates. If the performance was expected to be better, try to realize what needs to be improved in your email. It can be the email subject, content, call to action, email value, timing etc. HERE you can find additional tips for possible email optimization.

8. Use lead nurturing software

Because you need to communicate with all your prospects, which are on different stages of making a decision, automatization can help you set up your nurturing campaign for different segments of prospects, test it, collect results and optimize it after each exposure.

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