As businesses adopt inbound marketing and generate more and more leads, the need for an effective lead nurturing strategy becomes clear very quickly.
After all, 50% of leads aren’t ready to buy at the time of the first conversion, so lead nurturing — especially through email — is the smartest way for marketers like us to reach them.
Why is email is the most powerful channel for lead nurturing? Because it’s a one-on-one interaction, and it can be highly personalized based on where a lead is in the buyer’s journey. In terms of engagement, research shows that lead nurturing emails beat out individual email blasts by far.
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