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Written by Richard Roscoe on 11 December 2020

Email marketing lead nurturing

In an ideal world, all your leads would turn into clients, and all your clients would continue buying. And everyone would have a unicorn in their garden.

Of course, it doesn’t work like that. Converting prospects into clients requires not just hard work, but smart work, while your existing clients may lose interest if they feel they’re just numbers to you. At every stage, you have to nurture them.

Nurturing Your Prospects

Most people today want to buy rather than be sold to, which means the sales funnel is based on nurturing them into a position where they choose to buy from you. You need a campaign where each stage is targeted at a specific point in the buying cycle.

It starts with engaging your audience even before you advertise, especially through Facebook and other social media. Identify and engage with users who are talking about needs or issues you can solve, helping you establish their buying intent and sow the seeds for your ad to catch their attention.

Email Sequence

Once a prospect has expressed interest, e.g. by signing up to your mailing list or making an enquiry, you can supply them with regular updates and information. For example, before you run a campaign, prepare a series of emails appropriate for various stages of the journey, offering information to help them decide to buy from you.

Of course, not every contact will need to buy from you straight away. This is especially true if your offer is something they won’t want on a regular basis —building a website, say, or putting in a new bathroom.

The problem is, by the time they’re ready to buy, they may have forgotten about you. To stay in their thoughts, offer something of specific value on an ongoing basis. For instance, if a contact has read your blog but isn’t yet ready to buy, post a series of blogs with that particular contact profile in mind and market it to that segment.

Nurturing Your Clients

It’s well known in the marketing world that keeping a client is far more cost effective than getting a new one. Yet so many businesses fall into the trap of putting all their efforts into prospecting and ignore their biggest asset.

The single most important factor in nurturing your clients is to keep in touch. After all, if the only contact is when you invoice them, they’re going to feel no sense of loyalty to you, and you won’t know how improve your appeal.


Face-to-face meetings are ideal, if possible, but it’s also important to speak to your most valuable clients through your online content. Create content that’s going to offer them value, as well as continuing to engage them on social media.

It’s also important to make your clients feel special. Respond and share their success stories, or you could offer customer-only webinars or events. Remember, the ultimate goal of the sales process isn’t to convert prospects into clients, but to convert clients into advocates.

These are just a few of the steps you can take to nurture your clients and prospects. You’re very welcome to get in touch with us if you want to know more.

If you are ready to talk about Email Marketing to bring grow sales in your business then schedule a free consultation

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Article written by Richard Roscoe
CEO and Marketing Consultant
Most businesses lack the time and expertise to build a marketing system that gets results.
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