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6 Must-Haves for High-Performing Nurture Emails

Nurture Emails

In the world of B2B marketing, nurture emails are a key part of the lead conversion process. Nurture emails are designed to build relationships with leads and eventually convert them into customers. If you’re looking to improve your nurture emails, here are our top considerations to keep in mind. 

  1. Keep it short – When it comes to B2B marketing emails, less is definitely more. Your recipients are busy professionals who don’t have time to read a long email, and are likely not yet engaged enough to want to invest the time either, so keep your emails short and to the point. Avoid the temptation to use technical jargon, if possible, as this will only serve to confuse your reader. Think about the human you’re trying to connect with, and speak in a language that can be easily digested i.e., business value, benefits, and the all-important ‘what’s in it for me’ (your reader).  
  1. Subject lines matter – Your subject line is your email’s first impression. Try not to use generic phrases like “Check out our latest blog post” or “We have a new product.” Instead, put on your creative thinking hats and appeal to their needs and emotional triggers with captivating subject lines. This is likely to generate more interest, which then leads to more opens. After all, 8 out of 10 people will open an email based on the subject line alone. So make it count! 
  1. Get personal – Email personalisation is important to drive relevance, but dig deeper and customise your messaging based on your reader’s needs or challenges. Really drill down into what information you have about your reader that you can leverage and what stage they are at in your marketing funnel. By making your emails more relevant to where they are in their customer journey, you will be more likely to engage them and encourage them to take action. 
  1. Convert with a compelling CTA – Without a call-to-action (CTA), your nurture emails are just taking up space in someone’s inbox. What do you want your readers to do after reading your email? This is your opportunity to drive those conversions by ensuring your CTA copy is on-point, enticing, and impossible to miss. Whether it’s Book a meeting or Download now, your reader will need to know exactly what they need to do next – and why they should do it.  
  1. Optimise to get better results – Don’t make the mistake of setting up your nurture emails and then forgetting about them! Regularly review your metrics and make changes where necessary to ensure your emails are performing as well as they can. Look at what is working (and what isn’t) so you can test variations. Try different subject lines, CTAs, images…the list goes on! Small changes can have a big impact on performance so it pays to experiment 
  1. The best emails are mobile-friendly – Your nurture emails should be optimised and readable on mobile devices. More than half of all emails are now opened on mobile devices so this is non-negotiable! This doesn’t always translate to a mobile-first approach, however, considering the mobile display of your emails ensures that no matter where your reader opens up the email, they can easily consume your content without any issues. 

If you’re looking to create a high-performing nurture email campaign, keep these six considerations in mind. From writing clear and concise emails to including an effective CTA, following these best practices will help you turn passive subscribers into qualified leads or even customers over time.