A lot of content marketers are quick to brush off email as an effective strategy for lead nurturing. But in reality, when email marketing is done well, it can be remarkably effective. 

Even today, the famous statistic: For every $1 spent, email marketing yields $44 ROI — it stands true. To better understand how it will be able to do that, here’s a more detailed answer to your question:  

1. Email marketing can help you segment leads

Email is very efficient at segmentation and automation. With segmentation, you can easily send prospects an email and tailor every single aspect of it so they receive the most relevant, engaging piece of marketing possible. You can automatically split your prospects into several categories that are most relevant for your business, such as gender, age, and location. 

Thanks to automation, you don’t have to segment these groups manually. So your ability to collect all the relevant data you need will lend itself to better and smarter segmentation that will ultimately help you nurture your prospects better. 

2. Email marketing allows you to personalize email campaigns

Dynamic content lets you craft one email based on how you understand your audience and still edit the email so that your recipients receive a customized message. For example, if you’re reaching out to a specific demographic, dynamic content allows you to personalize your email so your key visuals change to make it more engaging.  

3. Email marketing helps you customize the nurture journey

By defining specific triggers, you can also tailor the experience so the entire customer journey is more relevant to their needs, actions, and behaviors. You can simply design an email campaign and identify key triggers so your prospects will receive personalized messages that usher them along the sales process. This is a great way to build brand loyalty without complicating the process or adding more cost.

4. Email marketing makes it easy for prospects to take action

However you design your next emailer, you know you’re supposed to end it with a compelling call to action (CTA) to convert your leads. Email marketing lets you offer more engaging and compelling CTAs that highlight what your subscribers are actually getting out of their efforts. You have more opportunity to explain your offer and why it makes sense for them to take positive action on your CTA versus if you only had a small ad or brief popup to talk about your offer. 

 We have the option to create smarter and more effective lead nurturing sequences in order to convert more leads into customers. Email is a great way to do this. If you have any questions, feel free to leave a comment below or head over to our Twitter or LinkedIn to join the conversation.