People aren’t looking for a reason to read your lead nurturing email messages, they’re looking for a reason to delete them.
Think about it.
It’s important to keep this mind because marketers rely on email as the top lead nurturing tactic and according to Econsultancy, it’s the best digital channel for ROI.
However, according to a MarketingSherpa survey of email recipients, 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor.
For example, I get nurturing emails from companies that know me — in some cases, I’m their customer — but their emails don’t show it. Here’s the kicker.
Each irrelevant message they send anchors me to ignore, delete or emotionally unsubscribe from future messages from that sender. That’s why I’m going to share seven tips you can use boost your email lead nurturing results immediately.