04
Email
Email can be relevant at the top of the funnel, but cold engagement rates are notoriously low – so you won’t see much reward for your efforts.
We recommend using email for mid- and bottom-of-funnel activity, nurturing prospects toward sales qualification. Start by pushing a variety of educational content to qualify early intent and score MQLs, before shifting to product-focused content and a variety of bottom-of-funnel CTAs.
Combining email activity with a robust lead scoring model can help systematize your acquisition processes, helping you qualify leads at scale without needing to draw on extra resources.
We see high engagement with our emails
Our emails deliver average results
We have good open rates but poor clickthrough rates
We don’t see much engagement with our emails
When you drop into someone’s inbox, you need to offer them real value – or their names will quickly disappear from your mailing list.
Guides and eBooks
Webinars
Thought leadership
Benchmark reports
Case studies
Demo requests
Free trials
Start with engaging educational content to nurture them along the path to those ‘Book a call’ or ‘Schedule a demo’ CTAs.
Email is such a great way to maintain consistent connection with your audience. It can nudge people to take action, create trust, and deliver value, but only if you’ve used the right tools and data to build a thoughtful email campaign.
Use email to tell a story, sharing your most valuable content and giving prospects as many opportunities to engage with you as possible – without spamming, of course.
When segmenting, think about your buyer personas and the content that converted your lead.
The Turtl platform connects your content with your CRM, so you can score prospects based on reader engagement, read time, and many other on-page interactions.
You can then strategically design your email flows to guide your audience on their own email journeys, leading them to content that you know they’ll love.
If you’re taking a more subtle approach, lead nurturing emails increase the chances of conversion by slowly warming up a prospect until they reach out themselves, or are more inclined to speak to a sales rep.
It’s all about relevance and timing. Premature sales outreach is a recipe for disaster; it does nothing more than create low-intent, unengaged leads and waves of ‘Rejected’ property updates in your CRM. (Not to mention that irrelevant messaging will most likely lead you to their spam folder.)
A/B test what grabs attention and earns that email open. Experiment with subject lines and preview text, remaining mindful of word limits.
Don't overcomplicate things. Only send content that is highly relevant and sticks to a single theme or pain point.
Deep personalization ensures you’re only sending content that you know will interest your prospects and move them down the funnel.
Keep it short with clear CTAs – don’t write 50 words if you can use 20. People get bored very quickly.
Make the reader’s time worthwhile with relevant content that educates them in an engaging way – how about a format that’s 10x more engaging than a PDF?
Blank space is your friend, not your foe; it makes things easier to read and digest.
Consider using design principles to accommodate the reading brain, like the Z-pattern; these work in email just the same as creative or websites.
