Stimulating interest emails come in when you know a prospect is a good fit and now it’s time to convince them that you’re the right solution for their challenges.
At this point, there is little reason to gate content in these emails. Instead, your objective to stimulate interest and build trust between your business and your prospects. Having learned enough about them, the content you’re sending in these nurture emails should align with their needs and pain points, positioning your product as a potential solution.
“Stimulating interest emails should put prospects in a mom database position where they want to talk to you,” says Guido. “They’re raising their hand and saying they want to talk to sales.”
When making the transition from identifying fit to stimulating interest, you should ensure that your emails align with your existing sales timeline. For example, if you have a shorter turnaround, then these emails should transition fairly quickly.
Re-engagement
While sending fit and interest emails, prospects may stop engaging with your content. In this case, a successful email strategy must include re-engagement emails.
“Your prospects may not be in a position to buy after their first touch,” says Guido. “You have to have a method of pulling them back into the process, and that’s where re-engagement emails come in.”
Prospects that are no longer engaging in your marketing need something new. Re-engagement emails deliver content that stands out from what you have already sent. These emails can fall into fit or interest nurture campaigns. The existing content track they’re on may not be aligned with their goals or pain points, so a re-engagement email can give them the opportunity to engage with a different subject matter.
“Don’t just send them more of the same content,” says Guido. “You have to send them something new that can capture their attention.”
There are many ways to implement re-engagement methods into your email marketing strategy including new offers or directly calling out that they haven’t engaged with your content to spark some interest. Alternatively, promotional emails can play the role of a re-engagement email because they offer a different subject on a short timeline to prompt action from a lead gone cold.
