B2B Sales, Lead Generation and Marketing Blog

5 Things Not To do For A Lead Generation/Nurturing Email Campaign

Posted by Vendere Team on Mon, Jun 27, 2011 @ 10:06 AM

Here at Vendere Partners, we are redesigning our lead nurturing and lead generation email campaigns for businesses to create qualified sales leads internally. Not that the past campaigns have not worked, but you need to evaluate, refresh, and update your content making sure that the content is relevant and reaching out to the right people.

While creating the updated campaign, I was thinking of what not to do for a lead generation/lead nurturing campaign and would like to share those thoughts.

Waste Time: 

Blue Website Buttons

Do not waist time and money by releasing your campaign on out of date, duplicated, incomplete information on lists. It will take you more time to correct the results than it will to make sure the data is accurate in the first place.

Also, it will decrease your conversion rates, decrease your ROI, frustrate not only yourself but others in the company, and they might not take the data that you do gather seriously.

Shotgun Approach:

Know what you are trying to accomplish and who you are targeting. You will be very tempted to shoot every campaign to everyone. You must remain focused. By making campaign focused and targeted, you will increase chances of the prospect responding next time.

If grocery store keeps sending me emails about fish and I do not like fish then eventually I will start ignoring their emails. If they send me information on steak and I like steak then I will be more likely to respond by clicking on the links or calls to action in the emails.

Complicated Formulas:

(KISS) Keep It Simple Silly, do not make your scoring system as complicated as the Reimann hypothesis. No one internally will understand the data that you gather and the data will be ignored. That directly affects your conversion rates, your return on investment rates, and your reputation.

lead nurturing generation email campaignLong Forms/Messages:

As a marketing guy, I want to qualify a prospect as much as I can before I turn it over to sales. I am tempted to send out a form that has anywhere from 8 to 10 required fields to fill out before putting them into the campaign cycle.

I learned the hard way; DO NOT DO IT!

Keep it short and to the point; prospect’s days are crazy enough without having to stop and fill out form or read a long email. The shorter and more concise you make the email the more likely they will click on your calls to action.

Let a lead slip:

Different prospects are in different sales cycles and the cycle is on their time not yours. Just because a prospect does not click on an email link or a call to action button today does not mean that they are not interested. It only means that they are not interested right now.

We have had an Event-In-A-Box email campaign running for over a year now and all the sudden three weeks ago we get a notice from a call to action button on that email campaign. Long story short, we just closed an opportunity from a campaign that was sent out over a year ago; that is lead nurturing!

There you have them: 5 things not to do for a lead generation/lead nurturing email campaign: waste time, take the shotgun approach, use complicated formulas, use long forms or messaging, or let a lead slip.

Now that you know what not to do, dig in and refresh your campaign. It is always good to keep the content fresh and up to date. Who knows you could have the campaign run for a year or three and close a mega deal. Do you have an example? Let us know!


Topics: lead generation

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