The most effective nurturing e-mails are personalized, tie to a business issue that the prospect has previously communicated and include an invitation to respond. When it comes to nurturing, it is very important to keep the text short and relevantâ€”make it readable from the preview window.
In terms of timing, there are four keys ways to integrate e-mail with calling: sending one-to-one follow-up immediately after a conversation; sending information prior to a scheduled call; sending scheduled one-to-one e-mail between phone conversations (especially effective when the time between calls is greater than six weeks); and sending one-to-many messages delivered to strategic groups based on business issues.
Finally, make sure to pay attention to your e-mail bounce-backs. A bounce-back may mean that one of your key prospects has left the company. Turnover can mean a change in priorities, new projects or new challenges. You should be able react to a hard bounce-back with a telephone call to check the status of your nurtured prospect.
Kathy Rizzo is VP-marketing at TeleNet Marketing Solutions (www.telenetmarketing.com), a lead generating and market nurturing company.