What Is Lead Nurturing: 5 Best Practices For Your Campaign

If you’re like most companies we work with, the main focus of your telecom marketing is generating leads. But what happens to those leads when they aren’t ready to buy?

According to Marketo, 50% of the leads in any system are not yet ready to make a purchase. That’s where lead nurture campaigns come in: to help move prospects down the funnel until they are ready to make a purchase. Having the right process in place for leads that are in various stages of the buying cycle helps eliminate sales reps’ time sending follow-up emails while establishing your company as a valued resource.

Below are some email nurture campaign tips to help move your prospects through the sales funnel and become a customer quicker.

Create a natural sequence for the campaign

Planning out the content and flow of your campaign helps move prospects through the sales funnel. The content in the first few emails should be strictly educational and point to resources the prospect would find valuable. This content could be blog posts, infographics, or checklists. Lengthier content such as e-books or white papers should come later in the sequence.

Also, if you choose to include information that is self-promotional to give prospects a chance to opt-in a second time, be sure it comes later in the sequence.

Offer something of value

Since prospects who will be receiving your campaign are not yet ready to buy, the last thing you want to do is to bombard them with product or service information. Instead, send content that is tailored to their needs that they will find helpful and valuable.

According to DemandGen’s 2018 B2B Buyers Survey Report, 76% of respondents want content that speaks directly to their company, so make sure the content you include is tailored to the reader’s needs and addresses their pain points.

Thought leadership

In addition to providing value to the reader, your content should establish your company as a thought leader. Overtime, this will help your prospects see you as an expert in the industry and help gain their trust.

Keep it short 

Nurture emails are meant to be short, concise, and to-the-point. Readers should be able to understand the purpose of the email within a few seconds and be driven to one, easy-to-locate call-to-action (CTA). Adding unnecessary links or calls-to-action will only confuse the reader and increase your unsubscribe rate.

This simplicity should carry over into the design as well. That means ditching the fancy fonts, images, and custom HTML. Send plain-text emails.


As with any email marketing campaign, be sure to track and analyze the results. Test and tweak elements of the campaign such as the subject line, schedule, and CTAs to improve the open-rate and click-through-rate (CTR).

Say goodbye to generic follow-up emails, and start nurturing your leads more efficiently. Need some help strategizing a nurture campaign for your business’s telecom marketing? Contact Mojenta today to chat.

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