What is an email lead nurturing campaign?
An email lead nurturing campaign is the series of emails sent to a subscriber after they sign up on your email list via a lead magnet or a free piece of content.
How do you write a lead nurturing email?
Keep the journey from prospect to client top of mind. Think in terms of where you want this journey to go, the steps of the journey, and the ultimate destination. Always bear in mind your ideal client avatar, what problem they have that you can solve, and the steps for creating that solution.
How do you build a nurture campaign?
To build a nurture campaign:
- Get clarity on the journey that you want to lead prospective client on
- Think through each step of the journey
- Determine where you want the journey to lead
Do these while bearing in mind your client avatar, their specific needs, the problem you can solve for them, and how you can help them solve it. Write your emails from there.
What is an email lead nurturing campaign marketing strategy?
It’s creating a piece of content also known as a lead magnet or a freebie that addresses a problem your prospect has. A landing page is created for people to sign up for that piece of content. Once they sign up, they're delivered the content and start a nurture email series designed to help them begin understanding who you are and how you can help them solve a problem they have. It walks them through sequentially addressing a problem and leads them towards the journey destination you’ve identified.
What is the connection between email lead nurturing campaigns and blog content?
That connection is that you can incorporate previously written blog posts into your email nurture campaign, again, keeping in mind the problems that your prospect has. You can also advise people in the nurture campaign that once they get on your general email list, they’ll receive regular blog content from you as part of your ongoing relationship.
What are some common pain points associated with email lead nurturing campaigns?
Common pain points associated with email nurture campaigns will vary depending on your client avatar, their needs, and their particular pain points. People often get stuck building these campaigns because they're not sure what to say, how many messages to write, or how to set up the technology in a way that allows it to flow. There is support available for those issues.
What is the connection between a sales team and an email lead nurturing campaign?
The connection is twofold. One, you can make calls to action offering calls with your sales team as something prospects could do. Second, you could incorporate case studies or examples from your sales team of how they've used your product or service in order to help clients. That way the audience is starting to make the connection between what you do and how you can help them.
What are good subject lines to use incorporating email marketing automation?
Great subject lines to use are those that are enticing and related to the content. Think of them as headlines. They're juicy calls to action that intrigue people about the email content and make them want to open the message.
What is the connection between inbound marketing and email lead nurturing campaigns?
Inbound marketing is when someone either gets on your email list or otherwise enters your system. I prefer to draw inbound with a great lead magnet/freebie that makes people want to give up their name and their email address. Then, the nurture campaign is triggered to start to developing the know, like, trust factor with the prospect.
How can I use a call to action with an email lead nurturing campaign?
Calls to action are wonderful to use strategically in all or most of your emails. Calls to action are basically directing readers to take a specific action. Avoid making the same call to action in every single email. Subscribers get tired or weary if the calls to action are identical. The key is to mix up calls to action and make only one per email. It can sound like:
- Book A Session
- Tell me what you think of XYZ
- Click this link to read my latest blog post
Why should I use personalized emails when nurturing leads when I want to build trust?
You should absolutely use personalization to build trust during nurture campaigns. Every email platform allows you to personalize your messages. I highly recommend doing it at the beginning of the message. You can do it in the subject line if you’d like.
Personalization must be used judiciously. When personalization happens in the middle or towards the end of the email, it feels forced. If it doesn't feel natural for the way people talk, it comes off feeling odd or too structured. It tends to turn the reader off. They'll start to feel it's too formulaic and like they're being sold to.
How can I use content marketing or social media to keep my business top of mind for customers and nurture leads?
Social media is wonderful to use in tandem with your email list. I recommend posting content from your emails on social media, including a call to action that sends them back to a blog post, lead magnet, or somewhere on your website enticing them to exchange their name and email to get on your email list.
When using social media, always drive people to your email list to combat the inherent problem that you don’t own your contacts or the ability to get in front of them on social media – the platform controls those factors.
How can I promote brand awareness when incorporating automation email?
In any email that you send, always ensure you're being consistent with your brand in terms of the email format, logo placement, font selection, color choice, and the voice you're using. Your brand should have a particular voice that is consistent across every communication.