By Amber Kemmis

updating-lead-nurturingSpring is in the air, which means it is the time of year I get to plant a garden.  Like any good gardener, I know that I must constantly be checking for weeds and pulling them as they arise.  When it comes to updating lead nurturing, it is much like gardening.  If I’d plant the garden and return to it a couple months later, I would surely find more weeds than produce.  The same is true for lead nurturing.  If you create automated emails and return to them a couple months later, you may find that leads aren’t converting or even worst, unsubscribing.

Any of the following can be a signal that it is time to update your lead nurturing, but you should ultimately constantly be ready and watching for a weed to grow.

  1. Product or company changes: Anytime you make an update to product or services you should be updating your workflows.  This is especially true if you are discontinuing a product mentioned in an email.
  2. Data or research is outdated: You can lose credibility very quickly if automated emails are promoting or sharing a data point that has since been updated.
  3. The topic is old news: Keep workflow topics up-to-date and ensure that the information you are providing is fresh and new insights that your audience probably hasn’t heard before.
  4. High unsubscribe rates: The lead nurturing campaign should have an unsubscribe rate of less than 1%.  If it is any higher, you dig deeper into analytics to discover what could be the issue.
  5. Low open & click-through rates: While ideal open and click-through rates will vary by industry for emails, low for your industry or hardly any engagement at all is a sign you need to update your lead nurturing.
  6. Spam complaints: Are a lot of your recipients complaining about your email being irrelevant or just plain spammy?  You should be updating leading nurturing if this is occurring.
  7. New content is developed: Whenever you are launching new content, you should think about how you can leverage the content to update your automated workflows.
  8. It’s been a while: If you feel in any way like it has “been a while” since last updating your lead nurturing campaigns, I suggest you take a look at them and see where you can make improvements.

Lead nurturing is not a set it and forget it task. It is a constant process of “weed picking” that will ultimately lead you to more sales.  Have you updated your lead nurturing campaigns lately?

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Amber Kemmis

About the author

Amber Kemmis is the VP of Client Services at SmartBug Media. Having a psychology background in the marketing world has its perks, especially with inbound marketing. My past studies in human behavior and psychology have led me to strongly believe that traditional ad marketing only turns prospects away, and advertising spend never puts the right message in front of the right person at the right time. Thus, resulting in wasted marketing efforts and investment. I'm determined to help each and every one of our clients attract and retain new customers in a delightful and helpful way that leads to sustainable revenue growth. Read more articles by Amber Kemmis.

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