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      Demand Generation Marketing Marketing Automation

      Lead Nurturing Emails: Best Practices

      Sep 10, 2012

      2 minutes read

      The lead nurturing effort doesn’t end at creating great content, instead it begins there. Next in line, you need to create emails, which entice your audience to download that content. Here are 5 best practices for creating highly clickable emails.

      Write an Enticing Subject Line:

      Subject lines are your conversation starters with the target audience. Frontload your subject lines and keep them short so that the audience knows what to expect in the mail even with a glance on his inbox.

      Need a detailed How To on subject lines? Stay tuned for my next post.

      email marketing best practices

      Write an Enticing Subject Line:

      Subject lines are your conversation starters with the target audience. Frontload your subject lines and keep them short so that the audience knows what to expect in the mail even with a glance on his inbox.

      Need a detailed How To on subject lines? Stay tuned for my next post.

      Stay Focused:

      The message of your email should only focus on the content assets it is trying to promote. Don’t get tempted to put a sales pitch in your email message – this may not only dissuade audience from downloading your content but may also prompt them to stop further communication with you.

      Be Personal:

      Conversations happen between humans and not humans and machines. Therefore, personalize the email by adding receiver’s name, and putting a name in the from field. It’s all the more better to personalize the copy of the email, so that the readers feels the mail is meant from them and not part of bulk communication. If possible, add friendly comments like, “Enjoy your weekend!” in your email copy.

      Don’t be Pushy:

      Your emails should allow your audience to progress down the funnel naturally. If your email copy is too pushy, they may decide to withdraw completely. This is also true for the type of content you share with your audience.

      To know which content works best for which stage of the funnel checkout our infographic, Demystifying the Leads Funnel.

      Test & Measure:

      Use A/B testing to identify subject lines and email copies that performs. The results will also help you understand your target audience better and create more targeted content.