Lead nurturing best practices are often overlooked.

Lead nurturing is the act of guiding a lead to becoming your customer. To nurture a lead is to build rapport with them and show them that you are in fact a company that they can trust and expect a gain when they become your customer. Lead nurturing is an integral part of inbound marketing.

Research conducted by Statista discovered that there were 3.7 billion email users worldwide in 2017, a number set to grow to 4.3 billion by 2022.

Email marketing is a vibrant and personalised way to reach out to target subscribers and for this and other reasons, it is being used as a digital marketing strategy by many companies today. Email marketing, although wrongly considered as an outbound marketing strategy by many, is a beneficial component of inbound marketing for the following reasons: