How To Do Email Nurturing Like A Boss
Apparently, whoever said marketing is expensive didn't hear about email nurturing campaigns.
The concept is straightforward, instead of buying your leads, build relationships with them.
Introducing Email Nurturing
First of all, what is it?
Email nurturing is about warming up your leads until they're white-hot.
When the user takes action on your website, an email is automatically sent to them - given that you’ve already received their email info. You design the email and include information that satisfies your visitor's hunger for more information.
Thus, it's a narrow area where your data, buyer profile, demographics, and psychographics join forces.
Highly targeted segments within your email list, which allows the delivery of the right content at the precise moment. Also, that would lead to increased trust in your brand. How? It shows you understand what they want and the ability to deliver it on time.
It reflects well on your brand because your community knows they can depend on you to educate, entertain, and provide accurate information.
Actual nurturing happens with a sequence of targeted email messages. The purpose is to create personalized content for a specific person. Thus, it's easy for them to make the buying decision.
Launching an email nurturing campaign isn't a straightforward process. However, once you start putting the pieces together, it gets easier. The main challenge is proving your value to an indifferent audience.
Sometimes, you need to build assets such as eBooks, white papers, or case studies. The second biggest challenge is interpreting the actions they took on your website correctly.
Email Nurturing Vs. Drip Campaigns
Notice the fundamental differences between an email nurturing campaign and a drip campaign. Think about this quick comparison:
A Drip Campaign is an email sequence you send to your email list according to a predefined schedule.
No defined frequency, thus, the risk of alienating your community by untimely emails.
The purpose is to remind your community about your business. It's hard for your subscribers to derive any value because the emails are out of context to them.
How is email nurturing different?
For starters, they're free from a preset schedule.
Email nurturing campaigns depend on the user's behavior (Did they click a specific page? Used a particular search query? Downloaded an item? Joined a webinar?)
The purpose is to educate a distinctive segment within your list about a specific topic.
Nurture campaigns send out pre prepared content based on a specific action.
Is Email Nurturing Worth It?
Short answer: yes.
Helping your customers where they are at to make useful decisions is the secret. Instead of pushing customers down a funnel, regardless of where they are in reality, why not meet them where they are in their journey?
Furthermore, buyers have unlimited access to research tools and information. They can reach their conclusions. Lead nurturing is about confirming their facts and correcting their mistakes. That's how you become an expert in their minds.
Running An Email Nurturing Campaign Successfully
As you optimize your email nurture campaign, you'll begin to discover hidden shortcuts. But first, you must put in the work.
Let us lay the basics for your very first email nurture campaign.
1. Personalize Your Offer. Create several buyer categories to serve them well. As an example, a personal trainer may create several training programs for different fitness goals. When a user read many blog posts about weight loss, the trainer would categorize them in the relevant segment. The personal trainer would dig deeper into their weight loss goal by sending weight control tips, recommend weight loss pills or ways to train willpower for weight loss. Then, use the feedback for further optimization.
2. Predict Their Next Move. Use every piece of information to create a map. Every interaction they have with your brand adds up to a distinct pattern. Drawing a straight line between their problem and the solution is how your nurturing happens. Is it easy to predict human nature? No, but start with what you got and connect the dots. As human beings, our thoughts and feelings speak volumes about what's going on inside. Having research time will make it easy to identify the root cause of the problem.
3. Get to Know Your Community. Be familiar with your leads so you can create personalized content. Collect information through order forms, inquiries, and customer satisfaction surveys. Any factoid will help paint the big picture, to name a few:
Demographics such as age group, income, and employment history.
Psychographics such as opinions, lifestyles, and values.
Level of buying power decision within their organization.
Observe how they engage with social media content.
How they form the buying decision, and how you can simplify the process.
4. Attract And Educate. Users get to know you from your content. At this level, you have a chance to inspire trust in your brand. Deepen the connection when you observe their behavior. Send emails that show your understanding with more information about the topic that attracted them to you in the first place. Long-form videos, of all types, are the best for this end. Once you've nurtured the intent of purchase, offer special discounts, free quotes, or product trials. End your emails with a sensible Call to Action (CTA). If you establish trust properly, readers will follow your lead.
5. Make Use of Email Automation. So far, it's near impossible to track every user individually. As much as it's important to form personal connections within your community, it's not always feasible. Consider using VerticalResponse's Email Automation to optimize your email nurturing campaigns in accordance with your marketing objectives. It's the most sensible way to track your community interactions with your emails.
6. Email Nurturing Optimization. Successful email nurturing campaigns must be adaptable to changes. Keep your ears to the ground and be quick to respond to your community's needs. It'll require giving of your energy and time, are you willing?
Email Nurture Campaign Ideas
What more can you do to optimize your email nurturing campaign?
Direct Communication: Strive to understand what they're missing in their lives to become successful, and offer it free. Ask about their opinions about current trends to learn their worldview. If someone watches your videos, send them more "unlisted" videos just for them. Give them a peek behind the scenes of your product production process when applicable.
Stand For Something: Be the subject-matter expert for them. People tend to associate what they love with personalities. That's the purpose of a brand. If you can personalize their experience with your brand, they'll find you a trustworthy resource. They'll remember your brand, memorize your motto, and open your emails with such glee.
Have Patience: Relationships take time to cement and grow. It's not about the frequency or quantity of your content. It's about the value. Sending one email at the precise moment that solves a problem on the spot will be much more productive than sending semi-useful emails every day. Get the idea? Master your timing.
Do you want more ideas?
Why not watch what other brands are doing?
Certainly, there's much to learn from your competitors.
The Benefits of Email Nurturing, According to Pro Email Marketers
I use email nurturing to multiply our revenue and boost engagement for my clients.
But creating a deeper connection with customers is the main goal with email nurture sequences.
You do that by showing up at the right moment with the perfect solution.
If you can do it, your customers will love you for it.
Nurturing the relationship with your community is as simple as being their authentic friend.
It's a two-way street.