With this technique, you can educate potential customers about your product, give the final push to those who are about to make a purchase, and build loyalty among those who have already bought from you before or on several occasions.
However, to use this technique effectively it is essential that you take into account the following:
Segmentation: Sending emails at the right time requires a thorough prior study. So, for this lead nurturing technique to be as successful as expected, it is essential to perform lead scoring to find out the sociodemographic data of the database you have, as well as the characteristics of their behavior. It is not about sending random mass emails, but about giving each lead the information they need based on their interests and the phase of the purchasing cycle they are in.
Purchase cycle: If you weren't clear about the importance of knowing each phase of the purchase cycle, here we tell you that researching each one must be thorough, because knowing which one your lead is in is crucial to knowing what type of information to give them and making lead nurturing not a waste of time. The idea is to resolve doubts, provide a final convincing phrase or educate the lead about the product or service you offer.
“Lead nurturing is about educating potential customers about your product.”
Lead Nurturing Best Practices for eCommerce: Examples
Depending on your goals as an eCommerce business and the phase of the buying cycle your leads are in, there are certain lead nurturing campaigns that will give you a clearer idea of how to send the right emails .
Now that you are clear that lead nurturing strategies are the best option to be at the right time with the right information for your leads, here are the best practices for you to do it in the most effective way possible:
Education strategy
Overwhelming leads who are in the knowledge stage of the buying cycle is not the idea to attract them. And this goes against the Inbound Marketing methodology.
The best option is to know their interests in order to fill them with useful information , but not too much. Giving them reasons to trust us and get in touch with us whenever they want.
At this stage, you should be friendly but always get to the point, as canadian hospitals email list this is an important phase in which you will begin to build a relationship with your lead.
An example of this could be a welcome email like the one Dropbox makes:
To hit the nail on the head with the information you give to each lead , it is necessary to segment, segment and segment to death.
This is why an education strategy will help us learn more about our prospects so we can segment them and give them the information they need when they need it.
This is why asking questions in a fun way can give us clues about what each lead's interests are.
“The segmentation strategy seeks to hit the nail on the head with the information you give to each lead.”
Recurrence strategy
It is very common for eCommerce stores to experience a customer making a purchase but never returning.