In Digital Marketing, it is very important to have the concept of always taking into account. A lead is a potential customer who shows interest in your company or brand and makes a purchase in the future. Therefore, it is important to talk about lead scoring.
What is lead scoring?
This methodology is basically about scoring leads. Points will describe the behavior of potential customers and interest in the products or services offered by the company is measured.
You can qualify leads into categories, such as hot, warm or cold, instead of awarding points. What matters is that each action taken on the company or brand will have a different score. The customer profile is also decisive for awarding points, as it influences the buying decision.
In the end, communication should be more assertive to customers with a score that indicates a higher likelihood of conversion. Thus, the company acts directly, trying to influence the lead to finalize the buying cycle.
What is the conexion with Email Marketing?
We already know that lead scoring focuses on working with the customer relationship. So how do you use Email Marketing to your advantage?
Emails help a lot in sales and user retention, because in this case, communication is directed at the people who are really interested. Almost everyone has an email address and most people see the mailbox every day. Therefore, this strategy can improve customer relationships.
Thanks to lead scoring, email campaigns will be targeted at a more valued audience that will surely pay attention to communication. Thus, Marketing actions will be focused on more qualified leads and more likely to convert.
Advantages of lead scoring
1 – Cost reduction, as the campaigns will be better used. Without categorizing the audience, the company ends up devoting effort and time to leads that will not be converted.
2 – Productivity, because the team’s efforts will be better distributed. In addition, the sales team approach will be more focused on the most qualified leads.