Lead-nurturing e-mail should contain valuable content that preps prospects for a sale, Sarah Goliger writes at HubSpot.com/Inbound Internet Marketing Blog.
That means exploiting what you know about them to move beyond generic communications, segmenting them accordingly and offering them something of value. Most important is maintaining the attitude that you are there to help them solve a problem, not for your own sale, Goliger writes.
In addition, make sure people know they can trust you. "Don’t be pushing out unreliable or low-quality content just so you have content to use in your emails," Goliger writes.
Learn more at HubSpot.com/Inbound Internet Marketing Blog.Photo: iStockphoto