How do you build an email nurture campaign?
An email nurture campaign is the series of emails received when someone signs up for your lead magnet and joins your email list. Build your campaign around the journey you want to take subscribers on, where you want them to end up, and how you want to get them there.
How do you write a nurture email?
When writing lead nurturing emails, bear two factors in mind:
- The overall journey you're taking the subscriber on.
- Your ideal client avatar – the person who ideally has signed up for your list and is consuming content.
How long should a nurture campaign be?
Nurture campaigns can vary in length. I recommend a three to seven email series max. Lead generation should always result in movement to your general email list, ideally within two weeks of their first contact with you.
What are some email nurture campaign best practices?
Nurture email campaign best practices include:
- Remember the overall journey you're taking the subscriber on and how you want those steps to be executed
- Keep your client avatar in mind
- Reference and reinforce the subscriber’s connection to you in the initial nurture series emails
What is a lead nurture campaign strategy?
It’s a strategy of offering a lead magnet or freebie piece of content in exchange for subscribing to your mailing list. The nurture campaign that follows:
- addresses specific points in that lead magnet
- helps the subscriber begin to know, like, and trust you
- explains who you are and what you do
- reinforces how you can help them solve their problem
How do I use email marketing with a nurture campaign?
Nurture campaigns are an essential part of email marketing. It’s the first communications subscribers receive once signed up for your mailing list and tend to have the highest open rates of any other aspect of email marketing.
My preferred flow is for prospects is:
→ enters list through lead magnet
→ receives nurture campaign related to lead magnet
→ moves to general email list to receive timely, relevant content on regular interval
→ continues journey of knowing, liking and trusting you
What is lead scoring?
Generally, it’s a numeric value that's assigned to a contact or a lead identifying their likelihood to buy from you. The algorithms used and parameters by which scores are measured varies greatly by platform so it’s best to check your individual platform to see how scores are determined and if they resonate with your sales process.
How could I incorporate my sales team in my email nurture campaign?
You can incorporate them by adding examples of how you and your sales team have helped clients achieve results and including calls to action to book a call with your sales team for anyone interested in taking the next step with your services.
How do I use an email nurture campaign to move customers towards being ready to buy?
Demonstrate the work you've done for clients so the prospect understands how to use your services and the problem you can help them solve.
How can I use my email nurture campaign along with inbound marketing?
With inbound marketing, people are typically people on your site or similar page being invited to join your email list. The nurture campaign is triggered as soon as someone takes an action subscribing them to your email list.
How can I use an email nurture campaign to promote my products or services?
The nurture campaign should be tailored to offer the services that relate to the need or problem the prospect has based on the lead magnet or freebie content they signed up for, thus entering your list.
How do I use marketing automation with an email nurture campaign?
Marketing automation is the best way to launch an email nurture campaign. It's best to have all nurture campaign series emails written and then set them up to be triggered when someone permissively signs up. The whole series flows automatically with two to three days between each message with the final step being migration from nurture campaign to your general email list.
What is a drip campaign?
A drip campaign is a series of emails that are released over a specific period of time, often including content delivered in smaller bits that will build upon itself so it’s easier for subscribers to consume.
How do I use a call to action with the nurture campaign?
Calls to action are wonderful. They should be used strategically and sparingly in the nurture campaign. I recommend mixing up calls to action through all of your emails so that you're not making the same ones. People will respond to different things.
How does a sales funnel help with my nurture campaign?
An email nurture campaign is part of a sales funnel. Depending on your sales funnel complexity, the nurture campaign can be strategically designed to make offers at different points in the funnel as people progress.
How do I use content marketing with an email nurture campaign?
Your email nurture campaign should include great content demonstrating your thought leadership and building the know, like, and trust factor.
How do I use social media to support an email nurture campaign?
Social media can be used to drive traffic to your lead magnet or freebie content. The nurture campaign will be triggered when someone signs up.
How do I use an email nurture campaign with a blog post?
Reference previous blog posts in your nurture emails that show subscribers how you can help solve their problems. It might sound like, “If you've got XYZ issue, I have a great blog post on how to solve XYZ.” It points people to your content and continues to develop that know, like, and trust factor.