Not everyone is ready to buy from you right now. But that doesn’t mean they won’t be ready to buy from you soon.
In B2B marketing, we use email nurturing as a tactic to remain positioned with our prospective buyers even when they’re not ready to buy. Electronic Direct Mail provides us with an opportunity to remain at the front of a lead’s mind and shape their thinking until they’re ready to buy.
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Here are my six tips for B2B nurturing emails:
1. Just do it
2. Keep it short
3. Make it mobile responsive
4. Sell the meeting, not a product
5. Start with the end in mind
6. Build a deliberate flow towards that end
1st tip: Just do it
One of the biggest mistakes businesses make is they don’t keep positioning their businesses after an initial interaction.
Rhythmic emails allow you to position again and again with leads, so when they’re ready to buy, you’re the first in line. However, there is no good argument for bad emails, so try to keep your content engaging and focused on the buyer.
2nd tip: Keep it short
People today are time starved and they’re consuming media on a variety of platforms. Nobody wants to read War and Peace on a mobile device and nobody has the time for wordy emails. If you need a lot of space to share your ideas, do so on your blog and use the email to tease the blog. Keep your emails nice and short.
3rd tip: Make your emails mobile responsive
With more people using mobile devices to consume content, I recommend making sure your emails are mobile responsive. For some great mobile responsive templates, visit Litmus.com.
But frankly, the biggest tip would be: don’t make any of your images a specific width. If you make an image, say, 600 pixels wide, then it’s going to require 600 pixels on all occasions, and that means that there’ll be lots of copy above it.
Just make it max width, not a fixed width, and that way when the mobile phone screen is smaller than the desktop screen, the text will shrink and wrap so that you still have legible text.
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