Marketers love lead nurturing. In fact, 43 percent of marketers say lead nurturing is among their most important objectives. What’s more, 57 percent of marketers say lead nurturing is one of the most strategic goals of their marketing automation strategies.
Timely, automated and personalized marketing messages are more successful in engaging customers than emails generated manually by marketers without consideration of customers' needs. So how can you create these kinds of killer lead nurturing emails even if you don’t have the necessary data to personalize messages? That’s where Email Validation and Email Intelligence come in.
Remove Problem Emails with Email Validation
Lead nurturing programs generally begin by offering something of immediate value to site visitors, often in the form of an e-book or “how-to” guide from B2B companies or a discount from B2C companies. To receive the offer, visitors must give their email addresses (or more). Ideally, they’ll enter the correct information every time; but, this isn’t always the case.
Sometimes a potential customer will misspell their email address — or maybe even the wrong one — and you can’t have a successful lead nurturing program if your message never makes it to your recipients. An Email Validation service featuring Email Correction can find and fix typos, misspellings and other human errors in real-time. This helps prevent problem emails from ever making their way onto your list.
Using Email Intelligence for Improved Personalization
The more fields on your form, the more resistant leads may be to submitting their personal data. Giving their names and email addresses is one thing; giving their age, gender or income is something entirely different. It’s hard to find a happy balance between offering enough fields to really learn about your customers and offering few enough fields to prevent them from tiring and abandoning the form.
With an Email Intelligence service, you can collect data that goes beyond traditional demographics to include interests and purchasing behavior. This targeted information can then be used to create specific content geared to the unique needs of leads as they move through the sales funnel.
It takes continued effort for a lead nurturing program to be a success. Validating emails through Email Validation will curb data entry errors so you can reach more leads, and capturing useful data through Email Intelligence will allow you to create meaningful messages for leads and customers.
For more information on TowerData’s Email Validation and Correction service, which can remove up to 95% of problem emails, click here. For information on TowerData Email Intelligence, which can provide data on 80% of U.S. email addresses, click here.