Posted by Chris Handy ● November 18, 2015

How to Master Email Lead Nurturing

If you’re reading this blog, perhaps you’ve already decided to upgrade your email blast campaign to a nurture-based email marketing campaign.

These campaigns can be powerful when conducted correctly; converting leads to clients and helping you build relationships based on customer preference data that will generate revenue for years to come. However, they do require expertise and careful planning and execution to be effective.

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Why Should I Consider a Nurture Email Campaign?

Nurture campaigns are more effective than traditional email marketing, because they use automation software that maximizes effectiveness by:

  • Sending emails automatically according to your content map and timeline.
  • Tracking behavior history for leads and clients.
  • Segmenting and managing lists that require different types of communication.
  • Allows the creation of triggers that guide future contacts, mapped in advance.
  • Monitoring lead behavior for analysis.

Because they’re more targeted, strategic, and mapped along the sales cycle, email nurturing campaigns have a higher open rate than traditional email marketing campaigns.

What Should I Talk About? 

This is going to be a little bit of trial and error, but the information you need is all around you. Don’t forget – these are your customers, and people with characteristics similar to your customers – whom you’re talking to. You know your business, and you know your clients. Start with those conversations and translate them into a campaign.

Then, use email to test messages and see which they find most motivating. Send two emails to new contacts on different themes or topics and see which generate the most engagement. Now you can tailor the rest of your campaign, or track for that segment, around that content theme or topic.

What Kind of Content Should I Offer? 

David Ogilvy, the father of modern advertising, once said that the two most powerful words to use in a headline are ‘free’ and ‘new.’ Many years have passed since he made that declaration, but it still rings true today. Once you know what your leads are interested in, give them something NEW on that topic for FREE.

This can be a challenge if you have a lot of segments and a long sales cycle with more than five emails in your lead nurturing campaign. However, it’s important, because it moves your lead toward a purchase. Also, you have several platforms to work with, including: 

  • Targeted blog posts
  • Webinars
  • Templates
  • eBooks
  • Survey results / data
  • Videos and presentations
  • White papers

The great news is that while the client is getting something of value, you are too. You’ll learn how your leads consume content and which type is most effective. Free content is a win-win for everyone involved.

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