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Email marketing: lead generation and lead nurturing


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Email marketing provides you the opportunity to capture new visitor’s attention and nurture the relationship with helpful and informative content. Keynote consist of ideas which help you get started with your email list building. Then presentation focuses on the type of content you should use in your lead nurturing emails in order to acquire new customers and bring people back to your business time and again.

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Email marketing: lead generation and lead nurturing

  1. 1. Get Maria Wachal Head of Content @Fresh_Mail RESULTS Email Marketing with Lead Generation and Lead Nurturing
  2. 2. 71% of B2B consumers research before they buy.
  3. 3. Great content Effective SEO Acquisition of new customers Own email list
  4. 4. Take Control with Email
  5. 5. Email Return on Investment Source: SFMC State of Marketing 2016
  6. 6. On average, those engaged in email marketing make a return of €30 for every €1 invested
  7. 7. ALFInsight Marketing 2016
  8. 8. Email marketing is going to remain a top priority for companies in 2016!
  9. 9. Email Facebook Twitter 40 times more effective in acquiring new customers!
  10. 10. An email list full of good-quality addresses is your key to success!
  11. 11. Email Marketing = permission marketing • Double Opt-In • You know that the address is valid and in use • You have legal permission from a subscriber • Remember about the opt-in checkboxes
  12. 12. An email with an activation link Confirmed No confirmation Thank You Page Welcome new subscriber
  13. 13. Welcome to the family! The Welcome Email OR > 50%
  14. 14. Start building your list now!
  15. 15. Your own website This is probably the best place to start building your email list. Here you can acquire the most loyal subscribers.
  16. 16. Top of the page Right side of the page
  17. 17. źródło: Oli Gardner #MKTFEST
  18. 18. źródło: ClickZ 30% better conversion!
  19. 19. On a blog Repeat the signup form at the end of a well converting article!
  20. 20. Pop-up - super effective when done smartly
  21. 21. Pop-up conversion rules ➡ Present subscription benefits ➡ Add social proof ➡ Don’t push (capping 1) ➡ Don’t show on mobile ➡ Don’t show to existing subscribers • upon landing on a page • after spending certain time on a page • after scrolling to a certain part of a page • upon exiting WHEN?
  22. 22. Sometimes you can’t expect a great reaction from just: “Join my mailing list”
  23. 23. • Buyers guides, use cases, definitive guides • Relevant whitepapers, ebooks, podcasts • Archived webinars or videos • Content from the resources page of your website • Templates / Check-lists Create a lead magnet
  24. 24. The average customer will give up all kinds of information in order to get relevant content!
  25. 25. Get your hands on your customers email addresses whenever and wherever you
  26. 26. Use your social following for future better customer acquisition with email!
  27. 27.
  28. 28. Source: Adestra
  29. 29. Nurture those leads!
  30. 30. Google processes over 3.5 billion searches per day
  31. 31. Only 25% of leads are sales ready! Lead nurturing emails get 4- 10 times the response of standalone email blast! 25-50% of sales go to the vendor that responses first!
  32. 32. Unidentified needs Consideration Decision It's all about being relevant!
  33. 33. STAGE 1 Unidentified needs
  34. 34. STAGE 2 Consideration
  35. 35. STAGE 3 Decision
  36. 36. Unidentified needs Consideration Decision About them Social proof About you Relevant content
  37. 37. 7 tips for nurturing emails that deliver results
  38. 38. STAGE 3 Decision 1. The Law of Reciprocity
  39. 39. 2. Micro-Yeses will give you an Ultimate YES!
  40. 40. 3. Your First Few Emails Matter, a Lot!
  41. 41. 4. Slice and dice your list
  42. 42. 5. Email subject is your be or not to be
  43. 43. 6. Include at least one Call-To-Action
  44. 44. Ben, here is a case study from FreshMail showing how they changed they email lead nurturing programs to drive more revenue. I thought you’ve might enjoy it. Or here, if you prefer is a template they used to help them start their process. Best, Maria C A L L T O A C T I O N S 2 3
  45. 45. 7. Personalize your voice
  46. 46. Thank You! Maria Wachal Head of Content @Fresh_Mail @wachal_maria