To put it simply, email nurture campaigns are created to build a relationship with an already existing lead—someone who has visited your website and engaged with your content. Your website collects this data and lets you know so you can create a marketing strategy to continue engaging the lead.
There are many types of nurture campaigns depending on your own business and market. In fact, your website can collect data on the specific parts of your website a visitor engages with. With this, you can decide which type of nurture campaign would work best.
For example, if a visitor spends time browsing the design services page of a marketing agency’s website, you can fill them into the nurture campaign that provides information, case studies, and webinars on all the design services provided. This isn’t about a specific CTA—nurture campaigns are designed to accommodate what the visitor is looking for and build the relationship between brand and consumer.
We have four easy tips that can be implemented into every type of nurture campaign to help increase your success and build the kinds of relationships that your brand relies on.
Clearly Define Your Audience
Without knowing exactly who your nurture campaign is for, success will be difficult to achieve. Each email needs to look as if it was specifically designed for that exact person. As we’ve discussed before, broad sales emails do nothing but turn off consumers from your brand. Spend the time to define your ideal customer types and segment them appropriately into their own campaigns.
Show Your Value
Say it with me: nurture campaigns are not sales pitches! You are building a relationship with a consumer who has shown interest in your brand by providing them with the content and information they desire. That said, your first email should provide a valuable offer, like a webinar or trial of your service.
You should always have a backlog of content for your lead nurturing emails. You can create new content, but you won’t want to rush through that to get your campaign launched when needed. Utilize the assets you already have!
Set an Objective for Each Email
Since you’re not creating sales pitches for these types of emails, you want to clearly define the objective or goal that you want to achieve with each email. Instead of having them respond by setting up a sales appointment, you might want them to download a white paper or simply educate them on a service. Having a chart set up that clearly shows how each email will benefit the consumer can help you optimize your emails for the future.
Analyze Your Emails and Optimize
This is a no brainer—you want to experiment with subject lines, content, and other aspects of each email to be sure you’re getting the right response. AB testing is a great way to know what works best and keep track of each response and engagement you receive in order to put your best foot forward.
Without the proper steps, your nurture campaigns could come up flat. Make sure to strategize with your team and find the best ways to build relationships with leads that have already shown an interest in your brand.
Contact us today to learn more about lead nurture campaigns and how to implement them into your marketing strategy.
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