To figure out what content you should send your leads, take a look at what’s already working for your site. You can use that same winning content to craft your email sequence and nurture leads along the path to conversion. Here are the steps to do so.
Find your top 5–8 best-converting pieces of content.
This content could include blog posts, instructional guides, tutorials, videos, webinars, etc. If you’re using UTMs, you can find your best-converting content in Oribi’s Channels section, under UTMs. If you’re not using UTMs yet, check out Win #1 from Email Marketing Week for tips on how to get started.
You can also use Oribi’s Explore Page Visits and Event Correlations to check how well specific pages convert.
Put together a sequence of emails that features these top pieces of content.
You already know the content you identified in Step 1 converts. Crafting your emails around this content can help nurture leads who’ve indicated interest.
For example, if you identified a blog post, a webinar, and a video as your top-converting pieces of content, you could make each the focus of an email in your sequence. Do this with 5–8 pieces of content, and you’ve got a full-length email campaign ready to go. Make sure to include UTMs in your emails!
Once you’ve got your email series up and running, leads will start returning to your site. As they do, use Oribi to monitor the button clicks that represent your conversion. You can use the Attribution section to see how many conversions were a result of your emails; just toggle the UTMs switch, and look for the relevant UTMs.