Sales Nurturing Campaigns Exposed - ClickZ | #TheMarketingTechAlert | The MarTech Digest |

Intermediate/ Digest...

When marketing is using lead nurturing, they are trying to generate interest without personal engagement, where sales is using lead nurturing to cover more ground, but also clue them in on when personal engagement is possible.


Sales Drip Nurturing Subject Lines: Subject lines in a sales lead nurturing campaign should be focused on rapport building. This means your subject lines are not talking about you, but are instead focused on helping your lead be better at their job. Consider looking at the emails your best sales person sends to get some ideas.


Nurturing Email Layout: The layout of the nurturing email is very important. The good news is that the lack of HTML or CSS makes the term "layout" really non-existent. You're much better off just using rich text emails. Here are a few other tips to ensure your sales nurturing emails get engaged with:

-- >  Remove links in your signature

-- >  Keep them short

-- >  Remove any formal salutations


Email Sender: When sending email from sales, make sure they always come from sales. This is an often-overlooked aspect of the sales lead nurturing program.


Timelines: Your sales nurturing campaigns should mimic sales' natural follow-up process. Since the leads will not be placed on one of these campaigns until they are in the salesperson's hands, the campaigns should mimic the salesperson to appear as genuine as possible.


Call to Action: The call to action (CTA) in your email is a very important part of your nurturing campaign. Here are a few things to keep in mind when creating CTAs for sales nurturing campaigns:

-- >  Always make it a hyperlink

-- >  Use third-party content

-- >  Put the CTA up high in the copy



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