How to Align Your Entire Online Presence With Your Brand (Part 2- Nurture Email Edition)
Nurture email campaigns are an essential part of any successful inbound marketing strategy. These email initiatives turn potential leads to conversion. This can be done through education, awareness, and relationship building.
It is quite simple to generate a long list of leads, but it’s really hard to seal all the leads. Keeping your leads engaged with your brand is the most crucial part of scaling revenue. If you are not keeping in touch, you are leaving behind a huge amount of revenue on the table.
This is where email nurturing comes in.
As promised, in this part I am going to discuss nurture emails in detail.
So, are you with me?
Let’s get started!
It is basically a series of automated emails sent on the basis of lead’s behavior. Deliver timely and targeted information that guides the lead through the buying process.
This brand email marketing technique involves building relationships with potential customers during every stage of the sales and marketing process. The buyer’s journey mainly consists of three stages:
- Awareness Stage
- Consideration Stage
- Decision Stage
First, use the email nurture to educate your prospect about your brand and then ensure prospect continues to move to the next stage in the funnel - consideration and the decision stage.
Email nurturing is a key in the consideration stage so, that your prospects have your brand in mind while searching for their purchase options.
Last but not least, the decision stage. It is quite obvious people buy a solution to their problem. Before making purchase prospects will for sure compare their buyer customer relationships. Afterward, which brand’s products or services are the best solutions to their problems before closing the sale.
Without email nurturing, the buyer is not ready to take any meaningful action to covert and eventually marketers will fail to close the sale.
This is where email nurturing tears through all the obstacles so brands can continue to earn the trust of their prospects and perform actions that make them closer to converting leads.
With email nurturing, your brand can more efficiently build relationships that are pleasant and sustainable - the goal of any brand that wants to make a long-lasting impression in the industry as well as on their customers.
Nurture Vs Drip Email Campaign
Most of the people get confused between the nurture email series and the drip email series. They both are entirely different. To clear up this confusion, here are some quick facts to keep in mind.
Nurture Email Campaign
Drip Email Campaign
Based on the prospect’s behavior
Based on a set schedule
Provide educational content while encouraging engagement
Provide sales content - quite annoying if the frequency is too high
Trigger emails based on past experience
Often sent as a series to consistently put your business name in readers’ inboxes
How To Run An Effective Nurture Email Campaign
Here are five basic steps that can help you run your nurture campaign effectively.
1. Identify What Solutions You Have To Offer -
Break them into different categories. For example, a phone case store may separate mobile cases for different mobile types. If a lead completes a quiz about their mobile type, the store would place them in a category that makes sense for them. The store could empathize with its customers’ problems by sending out an email asking what they’re looking for, such as armor cases for iPhone, tips to protect your phone from damage or ways to renew your phone look.
2. Dig Into Your Customer’s Journey -
Think about the ideas, feelings and the behavior of your audience at every interaction. Underline the pain points and plan for a proper roadmap that could help you nurture leads. You can have a clear idea about this if you responsibly go through the customer review section.
3. Gather Information About Your Leads -
Multiple things can help you gather such useful information like forms, your website, emails, and customer research can help. Here are some ways you can divide your focus:
- Demographics such as location, gender, and interests
- The needs or wants
- Social engagement as a gauge of interest (these include clickthroughs, comments, shares, and downloads to measure email and social engagement)
4. Work On The Emails -
Users coming to you for the first time will likely enjoy videos or blog posts only if you are sharing a piece of helpful information. Being a resource at this stage builds a trusting relationship between you and your potential customer. They would love to interact with your brand more, use follow-up emails with products or services that can help them solve their problems.
As they move closer to a purchase decision try to serve them with product demos or customer testimonials. Since they’ve trusted you this far, take them to your product page through a strong call to action (CTA) so readers know what exactly to do next.
5. Measure And Adjust As Needed -
An effective nurture campaign requires reflection and evolution as customer needs change over time.
Note: As we discussed earlier nurture emails based on prospects’ behavior - it doesn’t mean you can’t send a series after the event (click, ebook download, etc.) occurs. You CAN but, all you need to keep in mind is the frequency. Below is the graph explaining how frequently you must nurture your leads via emails.
Isn’t it quite simple?
Well, moving on here are three simple nurturing emails you can use to build customer loyalty and drive sales.
Nurturing Email Examples
1. Welcome New Leads To Your Business
An ideal step while adding a new customer is to welcome them with an introductory email. This can be done through marketing automation, you can automate your welcome email to send when someone fills out a form on one of your landing pages or when the content status is updated to a “customer”.
Here are some cool examples of welcome email series from United By Blue
If you have a close look at this welcome series- it’s clean and well crafted with a proper message.
2. Follow up Emails
The follow-up emails leave a positive impact on your customers. Sending follow up emails after a prospect completes a purchase is a vital part of the lead nurture email automation process. They can be in the form of a simple thank you email, order summary emails or reminder emails. Follow up emails help in nurturing the relationship with your customers.
This can be done by sending an invoice for the recent purchase made by them, giving them a discount for the next purchase, asking them to connect with your brand on other channels, recommending them products or cross-selling or upselling products, or simply saying thank you for making the purchase. Here’s an example for a thank you email by Classic Specs.
Note: You can add 4 -5 emails into series if you exceed the limit it would sound more sales. To avoid such a tone think about the different ways you can provide value to your prospects through nurture emails.
The process of lead nurturing through emails sounds a bit complicated, but it’s well worth the effort.
In the lead nurture campaign, you can respond to your prospects immediately through email automation. By following the buyer’s journey and you can engage them at the right touchpoints, thus improving their experience. Monitoring and measuring the email campaigns is also important as it helps you to be aware of the prospect’s lifecycle stage, and provide them with information that is likely to help them make the decision.
Hope this article helped you. Share your valuable thoughts with us in the comment section below!