Businesses can nurture leads with email marketing, sending personalized content and directing them to a landing page designed to engage and convert potential customers.

85% of E-commerce marketers focus on using email to increase brand awareness according to HubSpot Blog in 2023. The HubSpot Blog reports that the average conversion rate for landing pages across different industries is 5.89%. Similarly, Campaign Monitor found that the average email click-through rate is approximately 2.5%.

According to Statista, social media ads usually get clicked about 1.36% of the time in 2023. Emails are clicked more often, with an average click-through rate of around 2.9%. This can change depending on how relevant the email content is to the person receiving it.

These figures show the importance of aligning email marketing with landing page integration to effectively nurture leads and make your brand stand out in the E-commerce space. Create an engaging experience for your potential customers by combining email marketing with well-designed landing pages.

How lead nurturing has changed in the digital era

Lead nurturing is about building relationships with potential customers, current buyers, and former clients as they move through the sales process. It has evolved from print brochures and memberships to what it is today, offering relevant content and offers, nudging the lead along the sales funnel.

It has changed a lot in the last 5-10 years. It’s more personalized, uses various channels such as email and social media, focuses on building relationships, shares valuable content, relies on data to make informed decisions, and often involves automation and AI.

According to FirstPageSage, email marketing is highly effective for boosting sales, achieving a conversion rate of 2.8% for B2C brands and 2.4% for B2Bs.

OptinMonster reports that nearly half of email recipients open emails based on the subject line, while almost 70% consider an email as spam based on the subject line. Additionally, almost half of marketers believe that the layout of forms greatly affects conversion rates. Moreover, research shows that using a dynamic landing page leads to a 25.2% higher conversion rate for mobile users compared to a regular landing page, according to Graphicszoo.

A recap on lead nurturing

Lead nurturing isn’t exactly new. It’s one of the fundamentals of both inbound and outbound marketing. Here’s a summary of the most important intersections and aspects for your lead nurturing strategy.

Targeted campaigns

Your business can tailor your marketing campaigns to a specific audience, increasing the chances of conversion. This means using information about customers—their age, interests, and what websites they usually visit, to create ads that they’re more likely to be interested in.

Identifying pain points

Your business can figure out your challenges and preferences by asking various questions or sharing different content types and seeing how leads respond. This helps you know which leads are more likely to buy from you and prepare for better sales conversations and shows you that your business can give solutions tailored to their needs.

Brand awareness and credibility

Regularly interact with your leads to improve recognition and trust in your brand. This is achieved through delivering valuable content, addressing their concerns, and giving solutions.

Automation

Keep your leads engaged, when they’ve already shown interest in your business. Automation allows you to send tailored messages to leads efficiently, even to a large number of them. This saves your team extra time and ensures that leads stay engaged with your business, whether they’re actively visiting your website or need a gentle reminder about what you offer.

Consistent engagement

Use automated lead nurturing to ensure you never lose track of your leads. This makes your brand stay in their mind and maintains their interest as they move through the buying process. It also increases the chance of them to choose your product or service when they’re ready to purchase.

Capturing new leads

When you share valuable information with your current leads, they may share it with others, bringing in new visitors and potential leads. This process of capturing a new set of leads involves targeted campaigns, personalized content, and offering offers to guide prospects into becoming new customers.

Increased click-through rates

When you send personalized and relevant content through lead nurturing campaigns, more users are likely to click on it compared to generic messages. This means that leads are more interested and engaged in what you’re offering, which usually results in more sales.

Time and cost savings

Using automation and targeted campaigns helps you to save time and money by automating tasks that repeat and focusing efforts on leads most likely to buy. This makes things run smoother, costs less for every new customer, and provides you with a better ROI.

Revenue generation from existing customers

This isn’t just about getting new leads; it’s about keeping current customers happy and encouraging them to buy again, buy more, or share your business with others. You can make more sales and build stronger loyalty through staying connected with your customers over time.

Encourage email sign-ups despite social media advertising awareness

Since emails are more effective for lead nurturing, you want to encourage email signups. Here’s how:

Exclusive content: Offer exclusive content to email subscribers to provide them with something they can’t access to others. This may include behind-the-scenes insights, special offers, or advanced access to new products or services.

Personalization: Tailor your emails to individual preferences and behaviours including using data about your subscribers to deliver content that matches their needs and interests. This may include addressing them by their name, recommending products based on their previous purchases, or sending content related to topics they’ve previously shown interest in. Personalized emails make recipients feel valued, increasing engagement and the likelihood of conversion, or forwarding the email to friends and family who might be interested.

Deeper engagement: Encourage participation in surveys, events, or reply to emails. This strengthens brand bonds, resulting in loyalty.

Control and convenience: It’s now the standard that email subscriptions offer users control over preferences and easy access to content. Highlight control and convenience to encourage sign-ups, building trust.

Trust and privacy: Ensure data privacy and security. Communicate your policy clearly to demonstrate ethical practices.

Cross-promotion: Promote email subscriptions across other marketing channels. You can mention exclusive content or offers available to subscribers in social media posts, website banners, or advertising campaigns. Cross-promotion widens your audience and encourages existing followers to sign up, expanding your reach and potential for engagement.

Best Practices for Effective Email and Landing Page Integration

Keep your email and landing page consistent—messaging, design elements, and overall tone must align seamlessly, resulting in a good experience for every email recipient. Your business can build trust and credibility, increasing the likelihood of customer conversion by maintaining visual and message consistency. Here are the best practices your business can use for effective email and landing page integration:

Streamlining Lead Capture: Ensures that collected information through the landing page is added to your email list. You can use MailChimp to set up your landing page to sync. This lets you save extra time and hassle of manual data entry when a user submits their contact information on your landing page.

Personalized Email Campaigns: When a user clicks on your landing page and provides specific information like their career field or interests, use this information for email list segmentation. You can send tailored and relevant content to various groups of subscribers with this information.

Automated Follow-ups: Your business can trigger sequences based on user actions on your landing page through the landing page and email marketing platform integration.

Tracking and Analytics: Monitors metrics like conversion rates, open rates, and click-through rates. You can use HubSpot to easily view the number of leads generated from a landing page and analyze the performance of every email in your marketing campaign. And this data can help you make informed decisions to optimize your campaigns leading to better results.

Keep the messaging consistent: Ensure that your messaging stays consistent throughout the entire customer journey. The content and design of your landing page must align seamlessly with the email they just read after a subscriber clicks on a link in your email. This results in building trust and expresses the message you want to convey.

Optimize for mobile: Ensure that your landing pages are all responsive and load quickly on users’ mobile devices. Always focus on font sizes, button placement, and overall design to make a seamless mobile experience for your customers.

Personalize the landing page experience: Make sure to use dynamic content to personalize the landing page based on your subscriber’s preferences, past engagements, or any other relevant information you have about them.

Simplify the conversion process: Use CTA that serves as a guide for users towards the desired action. Remember to avoid overwhelming users with too much information or various CTAs, as it can result in a decision-freeze. Always aim for simplicity.

Testing and Optimization: Create multiple versions of your landing page and test them to observe which one performs better, and then seamlessly link the better version to your email marketing platform.

KPIs to measure

Monitoring KPIs helps your business understand what resonates with your target customers. Here are the KPIs your business needs to measure:

Landing page KPIs

Conversion rate: Measures the percentage of prospects who completed an action. This identifies whether a marketing technique was a success or not. Marketers can understand which lead nurturing strategy is driving prospects through the sales funnel by recording the conversion rate of each marketing campaign.

Bounce rate: Measures the percentage of visitors who leave tour landing page without doing anything else. This helps spot if your page isn’t catching the visitors’ attention or needs a design change to keep them interested and come back for more.

Average time on page:Monitors how long visitors spend time on your landing page on average. This helps in knowing that longer stays suggest visitors like your content, while shorter ones mean they may not find it engaging.

Traffic source: Measures where your landing page visitors come from such as search engines or social media. This helps focus your marketing campaigns on the channels bringing you the most visitors.

Form abandonment: Monitors the percentage of visitors who start filling out a form but don’t usually finish it. This shows if your form may be too long or confusing, or if there are other issues with the user experience.

Conversion goal: Clearly defines what actions you want your visitors to do on your landing page such as signing up for your newsletter or making a purchase transaction. This helps you track if your page is achieving its intended purpose and where improvements may be needed.

Return and new visitors: Identifies between visitors who’ve been to your site before and those who are new. This helps you see if your landing page is attracting repeat users or if you’re reaching new audiences effectively.

Email-related KPIs

Open rate: Records the number of subscribers opening the lead nurturing emails and looking through them.

CTR: Records the number of subscribers performing the desired action highlighted in your email. This helps understand if the content shared in the emails invites the prospects to explore the brand more.

Unsubscribe rate: Monitors the percentage of subscribers that choose to be removed from the mailing list.

List growth rate: Measures the rate at which the mailing list grows. This helps your business set a standard growth percentage after the list gets segmented.

Customer retention-related KPIs

Churn rate: Records the percentage of customers who no longer have a connection with your company.

Net promoter score: Measures the overall customer satisfaction and the probability that your customer will recommend your brand’s services.

Customer acquisition cost: This is the money your business spends to earn a new customer. This covers all expenses for marketing, advertising, and sales pitches to analyze the overall performance of lead nurturing campaigns.

Average sales cycle length: This is the average time to convert a fresh lead into a new paying customer.

Conclusion

Your business can create a smooth experience for potential customers by keeping your messages consistent, offering valuable content, and personalized interactions. Through testing and fine-tuning, marketers can continuously enhance their campaigns.

Success comes from understanding your customers, delivering what they need, and staying flexible. Start integrating your email and landing page strategies today to nurture leads effectively.