You work hard to build your email list, but getting people to sign up doesn’t mean your work is done. If you want your readers to become paying clients, focused email lead nurturing is a must.
Encourage Two-Way Communication
Your email list is a channel for communication and interaction, not a platform to talk about your firm. For effective email lead nurturing, focus on providing content that helps your readers solve their problems and meet their goals, and encourage them to let you know how you can do that better.
Ask them what topics they’d like to hear more about and what kinds of problems they’re facing. Run polls that let readers offer feedback just by checking a box. With permission, share good news from your readers. Keep your writing professional yet personable to assure your readers the emails they’re getting come from a real person they can relate to.
Create a Feeling of Exclusivity
The prospects reading your email list have already shown more interest in working with you than those simply reading your blog or social media posts. Repay them for their loyalty by showing them a little in return. Make important announcements to your list first, provide high-value content not available on your website, share behind-the-scenes tidbits, and when possible, offer your readers special deals or services.
When people feel like they’re part of something special, they’re more likely to take an active role in that community. This also subtly appeals to your prospects’ egos, and everyone prefers to do business with someone who makes them feel good.
Find a publishing schedule that works for your firm and your target market, and stick with it. Consistent publishing shows your readers you’re making them a priority and that you’ll be present and listening when they decide to interact with you. It also keeps your firm on your readers’ minds, making it more likely you’ll be the one they contact when they’re ready to start a project.