So now your total lead nurture strategy is laid out. But how can you be completely certain it will work? In reality, like any marketing program, some touches will drive better results than others. However, by utilizing personalization and testing you can surely position your program for better results and continuously improve as your program develops.
Personalization is a key element of lead nurture that time and time again raises response. If you have collected profile information on your contacts that includes such information as name, state, industry and product interest, now is the time to put that wealth of information to use. Here, personalization should be much more than just beginning your email or direct mail with <<First Name>>. Recipients today realize when you are simply plugging in their names in multiple places. By thoughtfully combining multiple pieces of variable information, you can create a targeted communication that is sure to get the attention of each contact you are reaching.
Even though both examples below utilize aspects of variable information delivery, consider the differing power of the following message approaches…
* “John, based on your past interest in our Home Equity Loan, you’ll be excited to hear…”
* “John, as a resident of Massachusetts, I’m sure you’re feeling extremely positive about recent state interest rate cuts. Based on your past interest in our Home Equity Loan, you’ll also be excited to hear the new offer that was created in response to that new legislation…”
By identifying the different pieces of contact information available and aligning related message points, you’ll surely be best positioned for a successful lead nurture program. But, as discussed above, not all messages will resonate and not all tactics will help increase response.
Building out a testing strategy will help you to proactively build in evaluation points that will allow you to best determine what elements are having the greatest effect. And when it comes to testing, don’t hesitate to test all elements. Whether it’s simple HTML vs. text, headlines, layout, imagery, subject lines, offers, frequency or delivery day, the options for testing are endless. When testing, it’s critical to ensure you are able to properly track and evaluate each test. Also, be sure you are testing only minimal test elements at any given time so you can confidently point to successful elements. With this data in hand, you’ll be well on your way to further optimizing the remainder of your program.
Note: This is post six of a seven-post series entitled, “How to Unlock Future Revenue Potential through Five Powerful Lead Nurture Steps.” To read more of Mike’s series, just follow the links below…
For more lead nurture tips, check out our white paper, “Unlocking Future Revenue Potential through Five Powerful Lead Nurture Steps”