A Simple Guide For Email Nurturing Campaigns With Examples

What Are Email Nurturing Campaigns?

Email nurturing campaigns entail sending targeted content to leads via email sequences. Such email campaigns are personalised using leads' behavioural data, which can be:

• email opening rate
• email click-through rate
• website’s page visited
• webinar attended

A nurturing email series' primary goal is to engage prospects with relevant content that will entice them to buy. The shared content aids in the establishment of you as an expert and your services as the primary solution to prospects' problems. This exercise instils enough confidence in the leader to invest in your services.

Benefits of Email Nurturing Campaigns

a. Boosts Brand Engagement

By delivering targeted information on time, an email nurturing campaign increases a lead's brand engagement. It keeps the company at the top of the consumer's mind and moves them smoothly down the sales funnel.

b. Caters to All Types of Prospects

The most significant advantage of email nurturing is that you can use it to nurture all types of leads, whether they are MQL, IQL, or existing customers. Understanding your target audience's active pain points allows you to create a one-of-a-kind way to engage them with emails.

c. Maintains Long Term Relationships With Leads

Email campaigns help you to stay in constant touch with all your leads. It results in a higher customer lifetime value (CLV), which estimates how much the lead might spend on your services.

Best Practises In Email Nurturing Campaigns

a. Automation

Email nurturing may appear to be a lot of work because you must send emails on time and customise them to the leads' preferences. Automation tools such as Mailchimp, Sendinblue, ActiveCampaign, and Hubspot can help you streamline your email nurturing campaigns.

Email automation uses a trigger action to send pre-written emails to prospects based on their interests. It provides targeted information to the prospect while also promoting the brand.

b. Lead segmentation and Lead Scoring

A highly personalised email nurturing campaign is the most effective way to create a successful email nurturing campaign. Marketers accomplish this through two methods:

Let’s discuss them briefly.

• Lead segmentation: It involves your leads based on demographics, firmographics, location, behaviour, and so on. It allows you to gain a better understanding of your prospects' characteristics and where they are in the sales funnel. 
  
  Before beginning a nurturing email campaign, you can also use the lead segmentation method. It can give you a pre-sorted list of the leads you want to target.
  
• Lead scoring: Lead segmentation takes into account a variety of factors when segmenting prospects. It can become complicated at times.
  
  It keeps a close eye on various lead activities such as email CTR, lead magnet downloads, and so on. The leads are assigned scores or tags based on these factors and are divided into different lead lists. Lead segmentation and scoring are used by marketers to prioritise leads and shorten sales cycles.
• Impactful Copy: Without impactful email copies, setting up a nurturing email workflow is incomplete. Lead segmentation makes it easier to understand the target audience's pain points. 

Four elements must be present in a good email copy:

1. Catchy headline
2. Addresses consumer problems
3. Educate prospects about your services as the solution
4. Effective CTA button

Read the full article at - Guide For Email Nurturing Campaigns