How To Write A Great B2B Email Nurturing Campaign


By Austin Fennacy

You work in marketing and you email leads like many other B2B companies. Your goal is to nurture these leads and turn them into loyal customers, so you send your emails out with carefully chosen language designed to convince leads to buy or convert.

While this process resembles that used in B2C, the audience and sales funnel in B2B is different. Much different. So is the more challenging conversion process.

As a lead generation company, we at LeadCrunch recognize this challenge. So we’ve made a business of sending you warm leads – leads that are qualified, vetted, and primed to say “yes” to your proposals.

But many of you are still struggling to convert these warm leads—a problem we feel personally responsible for solving, not in small part due to the fact that if we’re able to aid our clients in converting more warm leads, the value of our services rises.

So here’s some advice on handling leads: Next time you’re writing an email blast meant for lead nurturing, make sure to consider the following core tips from our content experts:

Update Your Understanding Of Your Audience

The first thing to know is that three quarters – if not more – of your buyers are now millennials. This information is important to know straight out of the gate. Why? Because it gives important context for your buyers’ expectations, lifestyles, and preferences.

So make sure you update your customer base before drafting an email blast. While you may be basing your content on buyer personas you developed previously, they’re only estimations – if you can get your hands on real data, your draft will come along easier and likely be more effective.

Say The Right Thing, At The Right Time

There’s more to investing in a data system than just knowing your audience.  You also need to personalize the messages you send them. That way you can offer them the right data, insights, tips, tricks, and of course, products when they want them most.

We’ve said it in the past, but we’ll repeat it: Your buyers are comparing their experience with your company with their own personal consumer shopping experiences. Think about the marketing emails that you click on for your and your family’s needs.

Many are highly targeted. Most reference your name, and at least the general area you live in. Many more take into account previous products you’ve bought. Some may even be triggered by your Internet activity.

It’s time for B2B companies to get on the personalization train – it’s simply unacceptable to continue spray-and-pray methods. Your customers want to talk to you, but if you don’t listen, they’ll find someone else who will.

Keep It Simple

Now that we’ve convinced you that you need data and personalization, let’s take this conversation back to your gut. What’s your first reaction when you open an email that’s more than three paragraphs long? What about one that is longer than the length of your screen? Does it make you want to read it?

More than likely, the best case scenario is that you close the email out and reserve it mentally for when you have “more time.” Realistically, you likely forget about it.

If you have a lot to say, better to send a few paragraphs in your email blast that include links to more information, than to overwhelm the reader with a saga about your brand.

Ask For What You Want

What’s the goal of your blast? Do you want the reader to sign up for a webinar? Check out a new product? Download an ebook? If you want it, you must ask for it – and in the context of an email blast, sooner is rather than later.

We recommend including your Call To Action (CTA) above the fold. Include an introductory paragraph and a compelling image, and then make it known what you want. Customers are generally skimming their emails to quickly check for value. With the CTA at the top, they’ll be more likely to click on it than if it’s at the bottom.

Last Word—Respect Their Time

When you reach out to your leads, make sure you take into account everything you know about them. Above all,  respect their time.

Also, if you don’t have a CRM data system, consider manually ordering your leads by key variables that will affect their decisions. Don’t waste any more warm leads by following up with room-temperature email campaigns.

Have any more tips on email campaigns to share with others. We’d love to hear from you.