8 Essential Steps for Online Success #6: Nurture Leads

Posted by Natalie Saumure

Jul 11, 2012 2:33:00 PM


Companies that build relationships with their leads over time have the greatest success in turning leads into customers by staying top-of-mind until the lead is ready to buy.

Lead nurturing is the process of developing a relationship with your potential customer by sending targeted, relevant, and valuable messages to them in a timely manner. The end goal is to get your leads to “raise their hand” and self-select into further engaging with your business. A great way to connect with your leads is through email marketing.

 email marketing

Below are some email marketing best practices:


  • Create opt-in opportunities. Make sure your lead forms allow your website visitors to enter their email address and opt-in to receive your messages.
  • Give people a reason to opt-in. Whether it’s a landing page for an eBook or an email newsletter subscription form, make sure you give people a compelling reason to opt-in (free stuff is always good!).


  • Stay relevant. What was your lead interested in? Send them an email with more resources targeted to their interests.
  • Get personal. Use a name and email address in the “from” line of your email that your recipients will recognize. Personalize the message so the recipient remembers how and why they came to your website.
  • Be consistent. You want your recipients to expect and look forward to your messages. Whether you send your messages daily, weekly, or monthly, pick a schedule and stick to it.


  • What's the action item? When someone opens your email, make it clear what they’re supposed to do. Is it to click to read a blog article? Download a new, free eBook? 
  • Include a call-to-action that links to a landing page where the recipient can convert again and self-select to further engage with you.

Measuringclick through rate

  • Click-Through Rate (CTR) measures response. Of the people you emailed, how many of them clicked through to your landing page? The CTR can give you a sense of how compelling your offer and email messages are.
  • Open rate is an increasingly unreliable metric, as more email clients do not load the images necessary for tracking who opened an email. Focus instead on how many clicks your email received.
  • Unsubscribe rate measures annoyance and spam.
  • Conversion rate measures actions.

What other best practices would you add to the list? Share in the comments section.



Topics: lead nurturing, online marketing, strategy, online traffic, landing page, online sales conversions

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