How to nurture leads that go cold so you can win more clients.
A cold lead isn't a lost cause; some people need more time to build trust and convert. If you haven't gotten through to your lead after the initial 10-day cadence, it's time to implement a lead-nurturing journey.
You should kick this off any time between days 12 and 15 after accepting your lead.
Over the next six months, contact your lead at least twice a month with timely, personalised, and relevant information.
Month 1
During the first month, send your first personalised email directly to your lead, reiterating your experience with their query and offering to set up a meeting.
You can also add an appointment scheduling link to all communications so they can book a meeting directly at a time that suits them.
Months 2-6
For the next four months, ensure you send at least two emails to your potential client a month.
You can also attempt to reach out to your prospect via phone, text, and WhatsApp Business if you’re using the service. Over the next four months, try again every six weeks or so.
Space out these attempts, as you don’t want to appear to be bombarding your lead.
Month 7
If your potential client hasn’t responded after six months, you may want to send them a polite last attempt email asking if they would like to opt-in to receive relevant updates, but you won’t be reaching out again personally.
Remind them that if they change their mind about advice, they can always get in touch, and the easiest way to do so.
Track your performance
Throughout your nurture journey, don’t forget to keep track of your performance.
This will help you understand your conversion rate and return on investment (ROI).
You will also be able to gather crucial learnings and insights to adopt and optimise your messaging and approach for future journeys.
Download customisable email templates
These customisable email templates will help you build a consistent six-month nurture journey that's easy to implement.
Download lead nurturing email templates. [Word]
Download lead nurturing email templates. [PDF]
Explore more scripts and templates here covering first lead contact through the six-month journey.
If you would like advice and support, please contact your Account Manager by email on pro@unbiased.co.uk or call 0800 011 9671 weekdays between the hours of 9:30am and 5pm.