Lead nurturing: what it is and how to use it in email marketing
Posted: Tue Feb 18, 2025 3:42 am
How nice it is when a prospect (potential buyer) enters your website and after a few minutes is ready to make a purchase. And although there are cases like this, the truth is that most visitors remain as such, as prospects. It seems that they need a little push to become customers.
What we want to propose to you today is that instead of giving that push and using some invasive technique, why not let them come to you?
Lead nurturing consists of building long-lasting relationships with users, carrying out different actions at each stage of purchase to lead them to conversion.
How do we do this? The short answer is by building trust. Trust is more durable than promotional offers and is bulletproof, but of course it takes time and patience to cultivate.
This is exactly the goal of lead nurturing , to "cultivate" your contacts until france phone number list they are ready to convert. This technique can involve, among other things: sharing advice, answering questions, guiding them through the purchasing process, and more.
It may seem like an exhaustive task, but don't worry, the best ally of lead nurturing is marketing automation , which will allow you to automate many processes.
If you want to know more about lead nurturing campaigns and how to convert and/or retain your contacts, continue reading this article.
Captivate your leads with email marketing campaigns
Create professional email marketing campaigns without needing to be an expert in just a few clicks with a free, intuitive editor: send up to 300 emails a day or without limits from €7/month.
I want to open my free account
The belief that digital marketing is all about lead generation is still widely held. However, the fact that someone visits your website and leaves their contact details is only the beginning of the journey. It is more than likely that that person is not yet ready to make a purchase, or is not even considering it yet.
It is in the later stages that you can make the difference. Compared to global email marketing campaigns, lead nurturing will help you gradually get to know your contacts or leads, so that when the right moment comes , you will be ready to send the right message to the right person .
Lead nurturing is therefore present in the middle and lower part of the conversion funnel. In the middle part, it forms a link between acquisition and sales, and later serves to build customer loyalty. It is a technique fundamentally linked to email marketing. But, be careful, not in any form! Lead nurturing and effective segmentation work are inseparable companions.
What we want to propose to you today is that instead of giving that push and using some invasive technique, why not let them come to you?
Lead nurturing consists of building long-lasting relationships with users, carrying out different actions at each stage of purchase to lead them to conversion.
How do we do this? The short answer is by building trust. Trust is more durable than promotional offers and is bulletproof, but of course it takes time and patience to cultivate.
This is exactly the goal of lead nurturing , to "cultivate" your contacts until france phone number list they are ready to convert. This technique can involve, among other things: sharing advice, answering questions, guiding them through the purchasing process, and more.
It may seem like an exhaustive task, but don't worry, the best ally of lead nurturing is marketing automation , which will allow you to automate many processes.
If you want to know more about lead nurturing campaigns and how to convert and/or retain your contacts, continue reading this article.
Captivate your leads with email marketing campaigns
Create professional email marketing campaigns without needing to be an expert in just a few clicks with a free, intuitive editor: send up to 300 emails a day or without limits from €7/month.
I want to open my free account
The belief that digital marketing is all about lead generation is still widely held. However, the fact that someone visits your website and leaves their contact details is only the beginning of the journey. It is more than likely that that person is not yet ready to make a purchase, or is not even considering it yet.
It is in the later stages that you can make the difference. Compared to global email marketing campaigns, lead nurturing will help you gradually get to know your contacts or leads, so that when the right moment comes , you will be ready to send the right message to the right person .
Lead nurturing is therefore present in the middle and lower part of the conversion funnel. In the middle part, it forms a link between acquisition and sales, and later serves to build customer loyalty. It is a technique fundamentally linked to email marketing. But, be careful, not in any form! Lead nurturing and effective segmentation work are inseparable companions.