Nurturing Leads & Keeping Customers with Email Marketing Automation

Posted by Jenna Schultz on June 16, 2016 at 11:34 AM     Email & Automation
Nurturing Leads & Keeping Customers with Email Marketing Automation

Email marketing remains at the top of the list for one of the most successful avenues to digitally market your organization. Email marketing tactics include, but are not limited to, email newsletters, promotional emails, webinars, event notifications, and more.

Another highly beneficial use for email marketing is to do automated email marketing campaigns. These campaigns can be utilized for two distinct purposes: nurture and convert existing leads to customers, and delight your existing customers.

Using Automated Email Marketing to Generate and Keep Leads

1. Nurture and Convert Existing Leads Into Customers

The first step in obtaining a new lead through an automated email campaign is to provide something of value in exchange for their name and email (free white paper, eBook, checklist, etc.). Now that you have your qualified lead, it’s time to nurture them with an automated email campaign. This involves setting up the campaign so that, over predetermined time periods, this lead will receive emails with additional offers that they may be interested in (think, an eBook on a related topic). Setting up this email automation makes it easy to ensure that you’re constantly keeping in contact with that lead and reminding them of the value you offer as an organization.

2. Delight Your Existing Customers

Automated email marketing can be just as beneficial for delighting your existing customer base. It’s a great way to constantly “touch” those customers and remind them of your value. It can be used to upsell those customers on different products/services, allow them to access your new educational content (white papers, ebooks, etc.), and more. By doing this, you are strengthening your brand reputation and turning those customers into evangelists for your brand.

Automated email marketing can help you save time, improve efficiency, minimize lost leads, shorten your sales cycle, and build brand recognition. There’s no better, proven way to nurture those leads you worked so hard to convert. Take the next step with your digital marketing and start implementing automated email campaigns today.

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