This attitude is wrong.
Customers will begin judging you from the moment they first encounter your company, and if they don't have a pleasant experience the entire time, then chances are they won't recommend you to others no matter how much effort you put in later.
This is why you must nurture leads every step of the way. And one of the easiest ways to nurture leads is through email.
You'll hear this strategy referred to by several names: lead nurturing. workflows, email workflows, and various combinations. We use these phrases interchangeably.
Regardless of the terminology your company adopts, one thing is certain: the key to effective lead nurturing is automation. In other words, lead nurturing software is a must.
There comes a point where a single human can no longer keep up with every task that's expected of them. For example, a normal company may send emails to customers for:
If you have two or three thousand customers on a list, it's easy to see how quickly you could spend all of your time doing nothing except sending emails.
Lead nurturing software solves this by automating as much of the process as possible, using data customers provide to customize messages and offers that can be sent with no further effort on your part.
The beauty of lead nurturing software is that you'll get solid analytics that will allow you to refine your messages over time. Ditch the ones that don't resonate. Send more of the ones that do.
You can select different options for when messages are sent. For example...
At Proforma Durkee, we help our clients set up effective lead nurturing campaigns. Learn more about lead nurturing and our other digital marketing services.
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