Home topics technology digital-blogs Digital Digital Lead nurturing: How to take your eMarketing to the next level Clodagh Higgins May 9, 2012 eMarketing is one of the most important aspects of a successful inbound marketing campaign, but you need to treat your email subscribers with care if you’d like them to stick around for a while. Here are some eMarketing best practices every business can follow. After nine weeks, we’re getting close to having finished building a successful inbound marketing strategy. By now, you should have engaged with people on social media and attracted new visitors to your website via Google, who would have exchanged their email address in return for some relevant content you’re offering – which means you should have a growing database. Many businesses make a critical mistake at this point, by selling to new subscribers as soon as they’ve handed over their email addresses. This is exactly what not to do. Imagine you’ve been invited to a BBQ at a friend’s house, but when you get there you find out that in addition to having some food and drinks, you’re also faced with a sales presentation for a new product your friend’s company has launched. How cheated would you feel? This is precisely how your email database will feel, if you start selling to them immediately after you’ve given them something for free. Instead of selling straight away, spend some time getting to know the new people on your list: Ask them questions about themselves or