If you’re like the majority of our readers and run a small business or you’re a freelancer, then I’m sure you’ll agree that finding the time to keep on top of emails and new leads is a struggle.
It’s a catch-22 situation, really. You want more customers to grow your business, but finding the time to nurture each lead by yourself will just run you into the ground. But what if I told you it was possible to nurture each lead – with a personal touch – AND free up more time in your schedule?
Would you bite my hand off?
Well, get ready to bite! It all comes in the answer of automated emailing…
What is an automated email?
As tech as it may sound, email automation is the most effective way to engage in email marketing, as it enables you to send out messages to your customers at designated times, without you having to do it manually.
As I mentioned earlier, it’s quite difficult to find the time to email everybody back manually and keep up with where you’re at with every relationship. But, using automations, you can save time by setting up the email platform to send messages when customers take specific actions.
It may sound like a robotic automatic responder, but automated emails allow you to develop closer relationships with each of your leads, maintaining communication and adding a personal touch, too.
So, now you know what automated emails are, how do we begin setting them up? We need to use an automated platform.
Choosing your email platform
There are more email automation platforms online than we can shake a stick at! Some are good, some not so good. But, you need, what we like to call, the all-rounder.
So, rather than waste your time by giving you the pros and cons of multiple different platforms, let me save both of our time by introducing you to Active Campaign.
Active Campaign is an email marketing platform, which allows you to create automated funnels, pushing your leads through until they reach your dedicated goal. You can even create one-off campaigns too, like newsletters etc. and all this with integration to your website forms – meaning somebody signs up via your website and then this fires off Active Campaigns funnels…while you sleep!
One of the main reasons I recommend Active Campaign is due to how easy it is to use. The interface is clean, the process is simple and also important for small business owners – it’s affordable.
Plus, we use it too, so if you ever need any tips – we can help!
To set up your Active Campaign account, click here.
Creating your automated emails
Once you’ve got to grips with your chosen email platform, it’s time to begin creating your funnel. For every goal there is a different funnel. The first one we are going to look at is when somebody has got in touch via your contact form.
‘Got in touch’ automated email
Once somebody has got in touch via the contact form on your website, you want to respond as quick as possible. Not instantly, but quick.
The reason I say ‘not instantly’ is because your email will come across as automated. You don’t want this. You want your emails to feel personal and sent by a human.
So, once somebody has completed your form and entered your automation, give it a few minutes and then use your first email to let them know you’ve received their request.
Here’s an example:
Hey FIRST NAME,
Firstly, thank you for contacting us for [SERVICE NAME] – I really believe we can help you reach your goals.
I have a number of free spots this week. What day works for you best?
Looking forward to your reply
This is just an example. Obviously, every business is different, but use the above as a base. As you can see, it instantly gives a personal touch rather than sounding robotic.
The second automated email I want to touch on is when somebody subscribes to your mailing list, rather than contacting you about your services. These people are interested in your services and your business, but they aren’t ready to commit just yet. Don’t worry – the majority of website visitors aren’t ready to purchase straight away. You have to nurture these leads.
Tips on nurturing your leads
There is a big mistake people make when trying to nurture leads into paying customers – they push them for the big offer too fast. Here are the emails we recommend using before pushing for a sale…
- Educational Email
The first email you should send to nurture your leads should be focused on providing nothing more than valuable information to them.
They’ve shown interest in your services and have subscribed, so, it’s probably safe to assume they’re interested in educational subjects you can provide them.
This is where your blog posts come into play. Write a number of blog articles focusing on a problem your subscribers may be facing. This could be something along the lines of fat loss or muscle building – you will know what your subscribers need.
So, the first email you should briefly talk about the problem they’re likely to be facing and then link to the blog post as a solution.
By providing them with valuable information related to your business’s area of expertise, you build a sense of authority around your brand that shows potential customers you know a lot about health and fitness.
- The case study email
Now that you’ve convinced leads that their problem is important and that they need to find a proper solution, it’s time to prove that you can actually provide this solution and provide it well.
Let’s say you focus on fat loss and transformations – now is the perfect time to send them a case study or some testimonials that outline how great your business is to work with and how amazing the results have been for your customers.
This email, combined with the sense of expertise you have built around your business by continually sending educational content, should give your leads confidence your business is the right choice and compel them to respond to you.
- The money-shot email
Once you’ve sent a number of the above emails, you should reach the stage we like to call “The Money Shot”. This is where you will offer an exclusive discount or promotion to your subscribers.
I’d recommend something quite light-hearted. Maybe look at offering your subscribers a free first session. This way, they won’t be worried about being tied into anything, but will allow you to introduce yourself to them and use your magic of service to turn them into a customer.
Targeting is key
For your email campaigns to be successful, it’s just like any other campaign – they need to be targeted.
The more targeted the emails are at the individual characteristics of each lead, the more likely they are to click-through from the email, read the content and ultimately become a paying customer.
As I mentioned before, it’s a hard fact that the majority of people, who visit your website, won’t convert into paying customers on their first visit.
However, there’s always an opportunity to capture those people’s email addresses and send them strategically chosen content to try to build a relationship that can turn into paying customers in the future.
So steal what’s relevant from this article and implement lead nurturing emails for your business, as hopefully it can drive new clients through the door for you to!