23rd May 2019 Claire Hawes

How to boost sales with an easy email lead nurturing campaign

Before long, your problem with converting enquiries into sales will be solved. But first, my story…

I hesitated about buying a ticket to my professional body’s copywriting conference.

As a freelancer, the cost of attending courses and conferences comes out of my pocket. So I need to justify my expenditure. 

Before deciding to buy a ticket, I took a lot of time. And asked many questions:

  • What value will I get from attending the conference?
  • How will the conference get me to where I want to be?
  • Who else is going?

Fortunately, the conference organiser had anticipated my questions.

And over a few months, it won me over with a series of emails:

  • Bite-sized information educated me about what I could learn from attending
  • Testimonials provided proof the cost would be money well spent
  • Offers and discounts pushed me to make a decision

Sounds impressive right?

Now consider it this way.  To build my interest and guide my decision making, the conference organiser used a tried and tested lead nurturing technique. 

Want to know the best part? To master this lead nurturing technique is easier than you think.

Let me show you how this works.

At the foundation of the lead nurturing technique, is a well-known marketing formula: AIDCA (attention, interest, desire, conviction and action). 

To nurture your leads, simply write emails around the formula, then upload them to your email marketing platform. After that, schedule the time of sending. 

To illustrate:

Gain attention

As a member of my professional body, I’m already on its email list. To capture my attention, it invited me to download a preview of its exciting conference programme.

Your lead nurturing action

To capture interest in your product or service, offer something of value in exchange for an email address. 

For example: 

  • A how-to
  • Cheatsheet/checklist
  • Free guide
  • Report
  • Case study
  • Video
  • Ebook
  • White paper

The act of downloading your item of value upgrades the downloader to a warm lead. Now you have permission to follow up and nurture the enquiry.

Build interest

Getting a warm lead is just the beginning. The conference organiser knew to get me to part with my money; I would need more information.

Your lead nurturing action

  • Email two: Send a polite follow up. Did you receive your item of value?
  • Email three: Add more value. Share helpful tips and advice. Or answer a frequently asked question.

Build desire

After that, the conference organiser expected I would evaluate alternatives. To build my desire in its conference, it teased me about additional guest speakers.

Your lead nurturing action

Keep up interest with a little intrigue.

  • Email four: Over the last few days, I’ve shown you how to xxx. Tomorrow I’m going to show you how I xxx.

Build conviction

The conference agenda sounded interesting. But how could I be sure it was right for me?

Your action

  • Email five: Provide proof with testimonials or case studies

Prompt action

OK, so I know the conference agenda will provide value, and the organiser has convinced me others think the ticket price is money well spent. But I’m still wavering.

Your lead nurturing action:

  • Email five: Nudge the reader to take action: Your questions about xxx answered. Is there anything I haven’t answered? Click reply to let me know.
  • Alternatively, email an enticing offer. It could be a discount or a demo.

To sum up

Just like I when deciding to buy a conference ticket, your prospective customer will ask itself a series of questions before deciding to buy from you.

To guide it through its decision making, use a tried and tested email lead nurturing sequence to answer its questions.

Most importantly, when writing your emails, follow the classic marketing formula AIDCA (attention, interest, desire, conviction and action).

The result will be compelling reading.

And that’s what matters

And finally

If you’d like help with writing copy for your next lead nurturing campaign, drop me a line, and we’ll set up a time to chat.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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