Whether you use fancy email marketing software or are keeping it simple, these five tips will help your lead nurturing emails convert to more sales!

Your job as a salesperson is to answer questions and be a trusted resource throughout the sales cycle for your leads, prospects, and clients. Email is, without a doubt, your best tool for consistent client outreach. Lead nurturing emails are a great strategy for staying in touch with leads and clients, and making sure your name, agency, and products are at the top of their minds. Depending on your email marketing software or other email systems, lead nurturing emails can be automated and feature a drip marketing model (where emails are sent out in a designated time intervals) or more hands-on and individually sent. Regardless of whether you use the latest software or not, there are ways to leverage your lead nurturing emails to pique and retain people’s interest, leading you to more sales. Here are five things to add to your lead nurturing emails.


1. Identify a Common Customer Problem

A great subject line or opening line of lead nurturing emails will usually identify a problem or question you believe your customer may have.  That’s because you want to grab your reader’s attention with something they can identify with. “Too busy to shop around for insurance?” “Learn these three tips for how to shop for auto insurance.” These emails don’t have to have a hard-sell vibe but can focus more on engagement and establishing your name/agency as a trustworthy resource.

2. Include Social Media Handles 

Does your agency have a social media presence? (I hope so!) Be sure to include links to your social media accounts. It can be as simple as a passive row of social media icons that link to your account or you can include some text that tells the reader why they might want to follow. (i.e. “Check out our Instagram stories where we give tips and tricks for lowering your monthly premium.”) It should go without saying, but linking to your social media only works if you are on top of your social media accounts. Try to post regularly since it’s a red flag if a lead clicks on your social account and the last post was made in 2017. 

3. Stay Personal

With so many email software options available with built-in mail merge features, there’s almost no excuse not to use personal greetings in your emails. The biggest turn-off in lead nurturing emails is reading a greeting line that says, “Dear customer.” Double and triple check your mail merge functions to avoid sending emails that say, “Dear First Name,” which can be another turn-off for potential customers and current clients. 

As you dive into your email software features there will be other ways to personalize your lead nurturing emails through segmentation. For instance, if you’re in the home insurance business you may want to segment your first-time homebuyers from your long-term clients and offer different messages to each audience. 

4. Decide On A Voice (and stick with it)

Think about how you want to sound to your leads and clients. The best recommendation is to be yourself, so think about how you would communicate with your prospects and customers in person. Try to develop a consistent voice in your lead nurturing emails so your readers can get to know you. If you start off sounding corporate and then your next email is more folksy, your leads and clients may be confused and less likely to trust that the messages are actually coming from you. An easy way to maintain authenticity in your voice is to ask yourself: Would I say these words out loud? If the answer is no, try to find better words to suit your voice and style. 

5. Include a call to action (CTA)

Lead nurturing emails are all but useless if there’s no Call to Action (CTA). A CTA is typically a hyperlink that brings the reader to your website, opens an email, schedules a call, or generates a web form. 

The formatting of your Call to Action can vary between big colorful buttons that say “Get Your Quote Today” or “Schedule a Call,” or a simple hyperlink that says “learn more here” and connects readers to your website. There are different schools of thought on whether to include more than one CTA, so you need to decide what serves your goal. If you want your leads to check out information on your website, focus your energy on linking to your website in a couple of places in your email. That being said, a more passive CTA like social media button links probably won’t distract too much from your primary CTA. 

Looking for ways to add more names to your lead nurturing emails?  Find out how HBW Leads can get you double-verified leads using their insurance and technology expertise.