In our last post we shared Part 1 of our 5 Tips to Revitalize Your Lead Nurturing Campaign series. We talked about monitoring your list and testing inactive subscribers. Today, we’ll finish up the series with the final 3 tips.
Use Clear and Informative Subject Lines & Sender Info
Your ability to attract interest is severely limited by the inbox clutter that often fills a contact’s email program. The time it takes to generate an open is just under two seconds, so use the space you have to get a response wisely.
Avoid being cute or mysterious with the subject line. Simply writing “You are going to love this…” will typically not get the response you want. It IS important to catch a prospect’s eye, but not by writing phrases that will get quickly dumped into the spam folder. Make sure the sender information contains your company’s name, not a personal email address; most B2B prospects will recognize if a message is coming from a familiar source, so don’t try to fool them with a vague department like “Sales” or firstname.lastname@example.org.
Segment Your Database
Dividing your database into segments is an effective way to deliver the most relevant messages to the appropriate prospects. Leads may open a message or respond to an offer for different reasons, so avoid repeating the same offer to the entire database. Organize contact information by defined categories, such as demographics, past purchase behavior, age or other similar commonalities. Then create varying messages for each segment. (This doesn’t mean you have to promote different products; simply create a unique offer or marketing copy that targets specific segments.)
Automated email drip programs allow you to leverage the strength of email marketing by delivering multiple versions of the same offer at the same time. Once a round has been sent, analyze the results. Review each email blast for unique open rates then follow up with another message specifically for each market segment.
Test, Test, Test
Fine-tuning each campaign is a critical step in improving the results of your lead nurturing campaign. Avoid creating different messages simply for the sake of diversity. Analyze as many variables as possible. For example, messages may appear differently through different devices or browsers. Before a message is sent view it through alternate hardware, such PDAs, cellphones or tablets.
Review results each time a message is sent, not just for general response rates, but for details that provide a deeper level of understanding. Should the landing page capture a high percentage of respondents or fewer, more qualified prospects? Hone your messages and delivery channels to yield the results you need.