The Power of Email in a Social Media Storm

Using email marketing to nurture water industry leads


Is email still relevant in a social media storm?

Of course, it is! Email is still a powerful communication channel and should be part of every marketer’s toolkit.

Email marketing nurtures leads

Email marketing helps you stay in touch with current clients and past customers as well as engaging new prospects and nurturing leads. Newsletters, as discussed last week (read it here), are great at keeping you in touch with your audience. Other engagement like surveys and quizzes keep your audience entertained.

Still not convinced that email marketing could match the ‘power’ of a big Twitter following or lots of Facebook friends?

The power of email marketing

Although there are many benefits to a well-planned and executed email marketing strategy, there are three main ones:

1.    Email is still the #1 communication channel

At least 91% of consumers check their email on a daily basis No other communication channel can match that.

2.    It’s your list

You worked hard to build your list and it is all yours. No one can take those leads away from you.

Online social media platforms, on the other hand, are owned by someone else. Your account could be suspended or deleted at any time, for any reason, without notice.

3.    Email converts!

It turns out email marketing brings in the highest overall ROI of all marketing channels! And its best use is to nurture leads. Indeed, 57% of B2B marketers surveyed plan to increase their email marketing budget next year. It turns out, the average order value from an email lead is at least three times higher than that of social media connections.

The benefits of email marketing are hard to argue. Add to that its low cost and potential to automate and you can’t afford NOT to use email marketing to nurture leads.

The most important element to email marketing is your list. List, you say, what list?

Where do we get our list?

Email marketing is at its most effective when you have permission. Permission to send quality content to a lead’s email inbox. Sending out emails to prospects from purchased lists is more likely to get you marked as spam as get you leads.

The best list is one you build yourself. To build your list you need a lead magnet and a landing page.

Lead magnet

Email marketing nurtures leads

When you use lead magnets, you give your prospects access to gated content. In return, they fill out a signup form on your site. Voila! They just joined your email list, which makes it much easier to engage with, and convert them into future buyers, through email marketing.

Find out more about lead magnets here!

Landing page

Email marketing nurtures leads

A landing page compels your visitors to fill in a form and click a button to download something of value – your lead magnet. Each lead magnet should have its own landing page that convinces readers of the value of your offer and has a form for collecting email addresses.

Design your own landing page! Find some tips here!


Social media has taken marketing by storm. Now you have to connect with your target market on any number of channels. But is social media an effective way to nurture leads through your sales funnel? That remains to be seen.

Email marketing is a tried and true method to engage and nurture prospects. To convert them into customers. Plan and implement an email marketing campaign around your next white paper and see what happens!

Looking for more great posts about content marketing for the water and environmental industries?

Check out WaterBlog