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Do newsletters work as lead nurturing tools?
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3 Answers
Peter:
Newsletters can work as part of the lead nurturing mix as nurturing is an ongoing discussion with your buyer and is not a one-time hit i.e. monthly newsletter.
One of the best things you can do to ensure your nurturing is most effective is develop a content map that aligns your content to each phase of the buyer/customer cycle. As you are mapping the content, you can then determine the most effective medium and this may prove to be a newsletter.
I think rather than trying to focus on the delivery mechanism you should start with what do the buyers need to hear at any given point in the dialogue and then look to determine what medium you will use to communicate that message.
Carlos Hidalgo
The Annuitas Group
In addition to Carlos's recommendations, the risk with newsletters is that you're trying to be everything to everyone, rather than having a message that is optimized for a particular audience.
For example, a couple of weeks ago I received a newsletter from a popular online service about upgrading to their "Pro" account. However, this newsletter was sent to everyone, including all Pro-members. Useless and annoying for the existing Pro members.
If you want people to upgrade to "Pro", create a separate nurturing channel that is optimized for this. If you want to support existing clients, you should probably create a separate customer newsletter, or even segment it further by product category (if you have multiple products).
I hope this example helps.
Best,
Jep
http://www.leadsloth.com
Peter
To me, they're a part of your marketing funnel... the bottom part; a part you then use for other offerings in your funnel.
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