Email best practices
10 tips to convert leads into customers with email marketing
In an increasingly expensive marketing landscape, lead nurturing is becoming the rising star of low-cost strategies to convert subscribers into customers.

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Isn’t it funny that a customer interested in your product is called a “lead”, but it’s really you that does all the leading? From awareness to consideration, conversion, loyalty, and advocacy, it’s really us marketers leading the dance towards a sale.
And with consumers being bombarded by messaging in an increasingly crowded marketing landscape, you can’t blame them. If left to their own devices, leads will go from hot, to tepid and eventually cold. Lead nurturing is a critical component in growth hacking, a growing branch of marketing that allows you to use creative, low-cost strategies to help your business acquire and retain customers.
Rather than spending resources on forever finding new customers, it’s actually more cost-efficient to nurture existing leads more effectively. To do that, we need to continually deliver valuable content, escalate engagement, and optimize a lead generation framework that takes the buyer’s persona into consideration.
Sound like a lot? Using years of experience and trial and error we have developed a 10-step lead conversion waltz for you to practice and hone with your customers towards a big finale. Without further ado, take our hand and let us begin.
Table of contents
1. Consistently deliver value
2. Escalate engagement
3. Segment your audience
4. Control your marketing cadence
5. Keep it simple
6. Maintain a clean list
7. Leverage evergreen content
8. Add lead capture forms to your website
9. Determine how your first few emails should look
10. Build up engagement in sequences
Why nurture email leads?
Many leads begin not as customers interested in your products, but as cooler leads signing up looking for information in a certain industry or process. For example, a business signing up to an affiliate networking newsletter may not be looking for software (yet), but instead tips on how to make the most from their current affiliate partnerships.
It’s your job to then nurture those leads using a solid email marketing strategy, coupled with automation sequences to convert those subscribers into warm leads and eventually customers.
A widely accepted misconception is that driving email subscribers to conversion is about somehow forcing them up to the next stage in their buyer journey, but that’s not quite accurate.
How to turn leads into customers
The trick to nurturing a lead is ensuring your communication is always in sync with their stage in the buyer journey, not to force them onto the next one.
Let’s look at how you can achieve this.
1. Consistently deliver value
At the start of their customer journey, the lead has most likely signed up because they want to learn more. They’ve found the topic of your newsletter interesting or want access to your downloadable resource or your free webinar. They’re not necessarily looking to purchase anything now or even anytime soon, but they want to engage with the industry.
This will be the case for around 80% of your new leads. The goal here is to keep your content useful so they stay on your email list. Keeping those leads warm and happy can lead to conversions much later down the line and reduce churn, but only if you use your email campaign to show you’re an authority on the subject and keep them engaged and coming back.
The goal here is to enable your list growth through consistently providing valuable information. So when the time comes for them to look at purchasing, they become your customer, not someone else’s.
2. Escalate engagement
Let’s assume you’ve already completed step one and have a list of warm, interested leads who regularly open your newsletters and engage with the content (you can track this through your email marketing software). After showing them why you’re a subject authority, the next step is showing them how your product helps achieve their goals.
The biggest mistake you can make at this point is pushing conversion-oriented emails at the expense of providing value to your customers. Thinking that this will help your conversion rate is like thinking adding more buttons to a landing page will increase conversion. Spoiler alert – it won’t.
For example, sending an email that’s simply sales-based with the button: “Sign Up Now!” is far less effective than an information-driven email with an embedded signup call-to-action (CTA) at the end.
Most subscribers who are just on a newsletter email list, rather than a free trial or product-based segment are probably nowhere near converting. So any conversion-driven emails need to provide equal value to customers who simply want to learn more. The golden rule is 80/20 – provide 80% quality/useful content and 20% sales-based or product-based information.
There are a few ways you can drive interest while also encouraging people to take the next step in the buyer journey:
Discuss the importance of a feature you provide to the market by asking what benefit and value this will give your subscriber.
Offer gated content such as an ebook or free tool where they have to fill in a data capture form or click a link in the email itself. These are effective signup tools, but are also effective within the list itself.
Providing access to a free webinar or event that has a deadline increases the sense of urgency felt by the reader to sign up.
Temporary promotions are on the more salesy end of the spectrum (get 15% off before March 2022!), but can be effective when coupled with the above methods.
And don’t stop there! Many people think that once they’ve got the customer to enter the next stage of the journey, their work for that part is effectively “done”, but the next step is follow-up. Ensure you get some sort of commitment from the subscriber before moving them onto the next step of the buyer journey sequence.
3. Segment your audience
Understanding your buyer persona and segmenting your audience is an important step in driving content to the right subscribers at the right time. In fact, it could be the most valuable thing you do with your potential customers.
These segments can be anything, but best practice is to base them on what’s important to your customers or buyer persona, rather than their place in the buyer journey or lead score.
The trick is to only choose a few segments for your list and review them frequently.