If an email lead has shown interest in your product and your goal is to convert him into a paying customer, then sending a warm email is a great choice. It is a business’s chance to successfully close a deal. And by managing to build an effective email campaign, they can increase the conversion rate and boost sales as well.
In the article, we will dive into what warm email is and discover the best practices to build and enhance your email marketing efforts.
What is a warm email, and why should you care about it?
To discover the core of a warm email, you should start defining what differentiates it from a cold email. Businesses send these emails to the leads with whom they previously connected. Those leads are interested in products and services that companies suggest. They also communicate with companies through different channels like websites and social media channels.
Here it’s important to pay attention to the survey, which has shown that 72% of customers prefer email as their main channel when communicating with businesses. This makes it even more vital to use the great opportunities that email marketing suggests to build and develop strong relationships with potential customers.
Building email campaigns for warm leads is a hyper-personalized marketing strategy. When warm emailing, businesses make a customer at the center of their message. Therefore, businesses that have a previous connection with leads can use existing data to build personalized email marketing campaigns. By being a personalized tactic, warm emailing has high deliverability and can boost lead conversion and response rate.
But when trying to target cold email leads, businesses basically reach out to people who aren’t familiar with their brand. Cold leads have never shown interest in their product or service before. For this reason, it takes a long time to nurture cold leads by sending different kinds of email campaigns and trying to move them into the buying stage.
Alongside differences, warm and cold emails have a few similarities as well. The content of these emails is usually focused on successfully promoting products or services. The ultimate goal for businesses is to turn cold leads into warm ones and convert them into paying customers through email campaigns. And both tactics can be extremely beneficial if done strategically. Warm emailing can help build credibility and, as a result, increase sales.
Effective methods for building a warm email
After considering the importance of warm emails, the next step is to employ the right strategies for building successful email marketing campaigns. Because it would be a huge mistake for businesses, regardless of their type and size, not to use a chance to grow their audience with leads who are potential customers.
Learn everything about your leads
It is going a long way to know your target customers fully. So businesses should fully gather as much information as possible about leads before reaching out to them. They can research through social media channels, which are an irreplaceable source for collecting data about customers’ preferences and motivations.
There is a high chance that newsletter subscribers can become customers if a business can move them into the next stage of the customer journey. Businesses should analyze open rates and performance of CTAs and other important metrics to achieve that goal. Only this way can we make informed decisions and build relevant email campaigns for warm leads.
In addition, when collecting data, it is essential to keep in mind one of the main goals of that journey. It is to identify leads’ struggles and pain points, which brings us to the next point.
2. Find leads pain points
When analyzing your warm leads and building email marketing strategies, companies should define their pain points and struggles. This way, they can position themselves as a brand that offers solutions and tries to make lead’s lives better.
Researching social media channels and websites is an excellent tactic for discovering potential customers’ pain points. It will be beneficial to prioritize social listening, which can give an opportunity to explore not only the target audience’s struggles but also inspirations and interests as well. Therefore, businesses keep an eye on what their warm leads write about your product on their social media channels and what kind of reviews they leave there.
Another effective method for finding the lead’s pain points is sending out email surveys and encouraging them to share their thoughts. By having valuable insights, businesses can build a product launch email and other types of email campaigns that will highlight the benefits of new products for warm leads. These messages should make clear to prospects that the company understands the obstacles that leads have, and especially for that reason, they build new products or solutions.
In addition to this, businesses should educate people when building warm emailing and give enough information about their offer. Also, they should convince people that their product and service is the solution that they are looking for.
And businesses should give the opportunity to email recipients to reach out to them in case they have some questions or concerns. This can be in the form of including links that will lead email recipients to the pages where they can get answers to their questions. In this stage, it’s important for companies to focus on the vital goal, which is to try to solve their pain points and share the advantages of their solutions.
Companies may consider using a warm lead email template to facilitate relationship building, improves conversion rates, save time, and ensures brand consistency.
3. Highlight benefits and communicate your value
After showing your warm leads that pain points are familiar to them, in the next step, businesses should express the benefits of their products and services. Usually realizing the importance of testimonials, companies include case studies, reviews, and customer success stories in their emails. This way, chances are high to convince the email recipients that your offer is the solution they are looking for.
In this stage, it is important to consider that your warm leads may have different needs. The company’s job, in this case, is to send targeted and personalized content that targets warm leads and offers customized benefits.
By adding their value-based message, personalized elements will increase the efficiency of their email. This will help to build trustful communication with their potential customers and present themselves as an authoritative company. Personalizing your email campaigns also helps you reach various goals and also get a competitive advantage.
Another vital factor that companies should consider when trying to highlight benefits is keeping the right balance. When emailing your warm leads, they definitely should promote your brand and products, but they need to avoid being salesy and over-promotional. Instead, businesses should concentrate on customers’ needs and share how their products will help them.
4. Write a compelling subject line
A great subject line is the core of the success of every type of email marketing campaign; regardless you connect with warm or cold emails. And the reason is that the subject line is the first thing that email recipients see in their inboxes. Receiving a poor subject line may make a lead not open the email.
On the contrary, compiling subject lines will increase the open rate and ensure that your message has reached the right audience. It’s interesting to follow a study that shows that 64% of email recipients make a decision to open emails based on subject lines.
Therefore the subject line that companies send to warm leads makes it eye-catching and captivating. In case of a cold email, you can email with the same subject line to everyone. But for warm leads, companies need to come up with more personalized subject lines. These subject lines should show that business carefully analyzed and planned to contact them. This way, warm leads may feel valued and be more convinced to purchase.
5. Make your message short and concise
Keeping your email short is the main factor that will make your email effective. Then it’s beneficial to clearly state why businesses reach out to email recipients and why they should care about your offers.
It’s vital to use clear and concise language and not complicate your message with long sentences. Because not only your subject line should be short and punchy, but a copy of your email as well. And the reason is people’s inboxes are full of messages, so it’s vital to be as concise as possible to increase the response rate.
Last but not least, it’s important to finish the email with a strong and punchy subject line that will motivate warm leads to take action.
Additionally, businesses shouldn’t forget to encourage leads to participate in their campaigns by offering different kinds of incentives. Therefore it’s important to share what rewards, discounts, and exclusive offers you suggest to them.
Lastly, you can implement a warm lead email template to track the performance of their email campaigns more effectively.
To sum up
There is no doubt that personalization is the core of email campaigns’ success. And this is true for building effective warm emails as well, where making the message customer-centric is even more vital.
First, we discussed what warm emailing is and then the best practices for it. Following our suggestions, it’s possible to successfully convert warm leads into paying customers. And only by having a strong base of customers can businesses grow and prosper.