How To Build Relationships With Leads Through Email

The most important thing to remember is that the goal of this article is not to convince you that you need to build relationships with your leads, but rather to make a case for how it’s possible and beneficial. We’re going to talk about some ways in which you can do so, and we will also touch on why this kind of relationship-building is important.

In this article, we’ll discuss how you can better your relationships with leads by using email marketing as your main tool. We’ll look at several different strategies that are sure to help strengthen these relationships over time, as well as explain why they work so well (and why they’re important).

How to Generate Leads With Email Marketing! – YouTube
Effective email communication is crucial for nurturing leads and building strong relationships.
Craft personalized and relevant content that resonates with your leads’ interests and pain points.
Utilize segmentation to tailor your email campaigns and provide targeted value to different lead segments.
Implement automated workflows to engage leads at various stages of the customer journey.
Consistency in email communication helps establish trust and credibility with your leads over time.
Use storytelling techniques to make your emails engaging and emotionally resonant.
Provide opportunities for leads to interact and provide feedback, fostering a sense of involvement.
Always prioritize the needs and preferences of your leads, delivering value that addresses their challenges.
Monitor and analyze email metrics to refine your strategies and optimize relationship-building efforts.

Have Strong Subject Lines

When building relationships with your leads, make sure you have a strong subject line. The subject line is the first thing a recipient sees and it should be relevant to the content of your email. It also helps if you are able to get their attention in that first moment.

Some examples include: “Just wanted to check in!” or “Can we catch up soon?” or even something funny like “Did I just see my face on milk cartons?” 

Just make sure not to use spammy words like “Free!” or “Today only!” because those kinds of words can turn people off right away and leave them thinking that they are getting another sales pitch instead of an email from someone who genuinely cares about them as customers/clients/friends.

Conducting thorough market research is essential for building strong relationships with your leads. Learn how to gather valuable insights without breaking the bank by exploring our guide on conducting market research for free.

Develop Your Tone Of Voice

It’s important to develop your tone of voice. This is the way you speak to people, and it should be consistent across all of your communications. You want to avoid being too formal or too casual; you want something that sounds natural and friendly like you’re talking with them in person.

You should also keep jargon and buzzwords out of your communication because they make it harder for people to understand what you’re saying. In general, use a conversational tone that feels authentic for both you and for the person on the other end of the email conversation.

Avoid Salesy Copy

It’s a common misconception that all sales emails have to be hard-hitting, aggressive, and pushy. They don’t. In fact, the opposite is true: your goal should be to avoid this type of copy as much as possible.

Here are some things you can do in your email copy that will help you avoid coming across as salesy:

  • Don’t use too many exclamation points! They make the reader feel like they’re being talked down to or like they’re listening to a used car salesman on TV (which makes them want to unsubscribe).
  • Be careful with all caps; it often makes companies look unprofessional when they write everything in CAPS LOCK mode. It might even attract spam filters if done incorrectly!
  • Avoid jargon wherever possible; nobody wants their inbox flooded with words like “synergy”, “scalability”, and “value proposition”.

Let Them Take The Lead

There are several ways to let them take the lead. Listen to what they have to say. When you’re in touch with prospects, it can be tempting to jump right into your pitch or ask for a meeting if you haven’t spoken with them recently (and especially if there hasn’t been much activity on their side). 

However, this approach could make prospects feel pressured or uneasy about the relationship. Instead of immediately getting back on track after an email exchange has ended, pause for a moment and listen carefully before you respond. 

You might learn something from what they say such as what products or services they’ve been looking at lately or whether there’s anything new happening within their company that would make them more receptive now than ever before!

Allow yourself time between emails so that both parties feel comfortable asking questions while setting up schedules together later on down the line (i..e., setting up face-to-face meetings).

Surveys can be powerful tools for connecting with leads and understanding their needs. Check out our list of 14 tips to consider before conducting a survey to ensure your approach is effective and insightful.

Make It Personal

When you’re sending an email to someone, take the time to personalize it. If you’ve got their name, use it! Go ahead and sign off with something like “Best,” or “Sincerely” instead of just a standard, generic salutation. Make sure that your tone is friendly if there’s anything too formal or cold about your message, you’ll end up seeming distant or impersonal instead of welcoming and warm.

If you can write a personal note at the top of this template (and even if not), do so! It shows that you care enough about them to take the time out of your day to let them know how much they mean to you personally. 

When writing this note, make sure that whatever tone comes across as genuine and heartfelt this isn’t an opportunity for cheesy jokes; rather than try too hard, just tell them what’s on your heart in as straightforward a way as possible

Keep It Short And Sweet

People don’t want to read a book, and they are busy. They have short attention spans and lots of things vying for their attention. If a lead has to choose between reading your email or watching an episode of their favorite show, you can guess which one will win out every time. So keep your emails brief, concise, and easy to read.

Don’t Use Jargon Or Technical Phrases That Only Insiders Would Understand

For example: “At this point in the sales cycle we’ll need to do some up-selling with our prospects.” Now imagine if instead, you said something like this: “In order to help our customers get the best possible results from using our products or services, we often suggest other solutions that might work better for them.” 

Notice how not only is this sentence shorter but it also uses everyday language so anyone can understand what’s going on without having to look up any definitions? 

The same goes for concepts like “SEO” (search engine optimization), “CRM” (customer relationship management), etc… unless you’re already familiar with these terms then make sure there isn’t another way where people who aren’t familiar with them can still understand what you’re saying just as well!

Crafting the right questions can greatly impact your ability to build relationships with leads. Discover how to ask questions that drive your marketing strategy forward in our guide on asking questions that help you market.

Optimize For Mobile Devices

If you aren’t optimizing your emails for mobile devices, you are missing out on a huge chunk of leads who are checking their emails on their smartphones and tablets. According to Litmus, 52% of email opens occur on mobile devices and that number is only going to continue growing: 

So what? Well if your email doesn’t look good in this environment it will be difficult for people to know what it says, let alone trust you or take action. This is why it’s so important to optimize your emails with great content in readable font size and responsive layout (so they look good no matter what device they open from).

Follow Up, But Not Too Much

The follow-up email should be simple and direct. The recipient will likely have moved on from the initial contact and won’t be expecting an update. It’s important to be specific about the reason for your follow-up so they know what you’re reaching out about, even if it’s just a friendly reminder of when you’ll next talk or meet in person. 

Be clear with them about what you want from them and let them know that if they don’t respond soon, you’ll reach out again in a week or two. It can also be helpful to mention how long their response is taking without making another sale pitch—just let them know that their response is appreciated! 

If your last email was sent with an attachment like a proposal or sample presentation deck (which could include a video), consider sending that attachment again with this final message so recipients don’t miss anything crucial from earlier emails in their inboxes.

Online marketing research offers a world of creative possibilities for lead engagement. Dive into our guide to discover 10 creative things to know about online marketing research and enhance your email strategies with innovative insights.

Automate The Process

Email automation is the process of using software to help you create, send and track emails. Create a nurturing campaign with lifecycle email templates that are sent as soon as your leads become prospects when they move from one stage to another and at other specified times until they convert. 

Use scoring campaigns to segment your audience into groups of people who are more likely to buy from you or give you their business contact information so that you can target them with more relevant offers over time.

Use email reminders to schedule follow-up messages about events such as webinars or product launches for later on in the week or month and don’t forget about notifications! Send out automated notifications when someone signs up for an event or webinar via their website form so they know what’s coming up next in their calendar and which external websites they should check regularly for updates (like ours). 

One way we do this at HubSpot is through transactional emails that go out after someone fills out any form on our site; these contain details like where we’ll be holding online training sessions next month if they get notified during signup time.”

Phone interviews can provide valuable insights and strengthen your relationships with potential clients. Explore our advice on the most effective way to conduct interviews on the phone to ensure your conversations lead to meaningful connections.


In summary, here are the main takeaways from this article:

  • Set up an email marketing campaign that will last you years.
  • Aim for consistency and relevance when it comes to your subject line.
  • Don’t be afraid to ask for feedback from the people on your list it can help you improve your sales copy over time.

Further Reading

How to Build Relationships Through Email Marketing Short Description: Discover effective strategies for nurturing customer relationships through targeted email marketing campaigns.

How to Use Email Marketing to Build Relationships with Customers Short Description: Learn how to leverage email marketing as a tool to strengthen connections with your customer base.

6 Ways to Build Customer Relationships Through Email Marketing Short Description: Explore six actionable approaches to cultivate lasting customer relationships using email marketing techniques.

Frequently Asked Questions

Do I Need To Get Permission Before Emailing Someone?

A: You should always get permission before sending an email, even if you have an existing relationship with the person. If you don’t have enough information about a lead to know that they’d want to hear from you in this way (for example, if they’re not in your CRM), it’s best to reach out and ask them personally. 

This will help build trust between both parties and make them more likely to open your emails in the future.

Can I Sell Through Email Marketing?

Email is one of the most powerful tools at our disposal when it comes to selling products or services online because it allows us as marketers (and business owners) a direct line of communication with our audience

Without having anything else getting in the way. It doesn’t matter what kind of product or service we’re offering if there’s something that people want enough for them then eventually someone will find out about it because everyone has access now thanks to social media platforms like Facebook and Twitter!

Does It Matter How I Word My Email?

Yes! Your subject line is the first thing people see when they open a new message, so make sure it’s clear and descriptive. For example, “We need to meet this week” is better than “Hi there!”

How Can I Personalize My Emails?

Personalization is one of the biggest ways to build relationships with your leads. Do some research on them before sending an email (if possible), and try adding their name or company in the body of your message as well as in any signature blocks at the bottom of each email.

Should I Keep My Emails Short And Sweet? Or Long-Winded?

Short and sweet has always been more effective for me than long-winded emails but do what works best for you! The most important part is making sure that whatever length you choose doesn’t come off as salesy or spammy; nothing turns off a prospect like an overly aggressive sales pitch disguised as an impersonal automated marketing message from someone they’ve never heard of before. 

Also, remember that not everyone likes getting lots of information at once; if someone asks for something specific, focus on answering those questions rather than trying to send a tonne of information at once (which may seem like good practice but isn’t very helpful).

What Are The Benefits Of Email Marketing?

Email marketing is one of the most cost-effective ways to build relationships with your customers and establish a brand presence. It’s also an opportunity to nurture those relationships over time, which means more followers, leads, and sales down the road.

What’s The Best Way To Get Started With Email Marketing?

If you’re new to email marketing or have been using it for a while but want some tips for improving your strategy, try these:

  • Create an opt-in form on your website that asks visitors if they’d like to sign up for updates from your company (this can include things like product announcements). This should be located somewhere prominent on every page of your site so visitors know exactly where they need to go if they’re interested in receiving more information about what you offer.
  • Use this list as an opportunity for segmentation you can send different emails based on who signs up and what kind of content they prefer (newsletters vs emails containing only calls-to-action). This will help ensure that everyone who subscribes receives relevant messages rather than just generic ones every time there’s something new happening at your business.”

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