email nurture campaign

Email Nurture Campaign – Earn Real Customer Loyalty

By: Frank DePino | June 20, 2021

To build a strong and long lasting relationship with your leads, email nurture campaigns serve as a good head start. 

The right campaign in the right place can grow your business by leaps and bounds. 

As per statistics, around 74% leading global companies prioritize lead nurturing because it helps create awareness, it educates your leads and it also helps you know more about your business. 

In this guide, we’ll be explaining everything about email nurturing and how some effective campaigns can change the entire course of your business. 

What Is An Email Nurture Campaign?

Email nurture campaigns are all about sending out time-based emails to your customers to inform them about some new offer that you have or the discounts that you are running on your products or they can simply be sent out to motivate your customers to take some sort of action that can benefit both them and your business. 

For you to grow your business, it’s of utmost importance that you build a strong relationship with your potential customers and turn them into your loyal customers. 

With email nurturing campaigns, you’ll be using the technique of personalization to lock in your customers with your business. 

Around 67% marketers invest in personalized emails because this really is a one effective way to meet your business goals. 

email nurture campaign

How Can An Email Nurture Campaign Help Your Business? 

It’s a well-known fact that lead generation is important for every business.

But without the process of lead nurturing, your generated leads will soon disappear. The long story short of lead nurturing is that it helps you lock your customers with your business for a long time. 

The right, timely campaigns will help you earn loyal customers who will stick with your business no matter how many other brands and companies start offering exactly what you have. 

In a nutshell, it doesn’t matter if you are running a small scale business or a large scale business and it doesn’t matter what kind of products you are offering, lead nurturing will always be critical for you to grow and spread the word about your brand. 

You might be wondering why emphasize so much on email nurturing? 

Well, as per data, about 4400% ROI is what you get by sending out emails. It’s the best and the most effective method to interact with your customers and build your credibility.

How Do Email Nurture Campaigns Work? 

In an email nurture campaign, you send out timely emails on the basis of your lead’s behavior. 

These emails then help the lead get the exact targeted information they need to go through the buying process. 

When your prospect receives an email, they are presented with important information to buy your particular product. 

For your campaigns to be successful, it’s of utmost importance that you keep a check on the behavioural statistics, for example, how many times a lead visited your website, what he clicked on and when did he decide to leave your website. 

While drip campaigns help you achieve somewhat similar goals, an email nurture campaign can create a more personalized connection between your business and your lead and it also helps with the sending schedule. 

automatic email campaigns

Automated Email Nurture Campaigns 

Automating your email nurture campaigns can save you a great deal of time and as cherry on top, you get all the important data that directly links you to the potential leads who can help grow your business and spread awareness about it. 

In simpler words, automated email campaigns can help you achieve a better ROI without wasting your resources. 

Moreover, they’ll help boost productivity and your marketing team will then have a bigger audience to work with and build some real-time initiatives. 

Examples Of Nurture Campaigns And What They Can Do For Your Customers

  • For A New Customer: A lead nurture campaign to a new customer can help you introduce your business to them and create a pattern that leads to engagement. 
  • Post Purchase Campaign: It’s a great method to initiate conversation with your buyer and get the right feedback/review that later will help you make some critical improvements in your business. 
  • Campaigns For Repeat Customers: For a repeat customer, a personalized email can make them feel like a big shot and this will further encourage them to advocate for your brand. 
  • Re-Engagement Campaign: If one of your customers is about to go off your radar, an email nurture campaign can help you get them back. It’s risky but it’s worth a shot. 

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How To Set Up An Effective Lead Nurture Campaign?

Setting up an effective lead nurture campaign is like an investment and it requires a lot of your blood and sweat but at the end of the day, if you’ve done the right job planning the right campaign and sending it out right on time, all the effort will be worth it! 

Just like drip campaigns, you need three basic things to get started with your lead nurture campaign; 

To cut down the hassle, you can use different automation software, some templates or some A/B testing but again, knowing your lead’s behavior and understanding it and then making a strategy for your lead nurture campaign is more effective even if it requires some manual effort. 

One of the most important things to remember is that your lead nurture campaigns revolve mainly around your business’s sales strategy

If you have complete control of that, the rest of the process will be easier for you than you think. 

email automation nutre campaign

Step 1: Determining The Goal Of Your Campaign 

Narrowing down your goal can be a bit hard especially when you have a large audience to cater to but with a little effort, you’ll have to identify the pain points of your target audience. 

Your goal solely depends on the type of business you run and your current status with your customers. 

It can be anything from gaining more customers from ideal client profiles to getting feedback from your existing customers. 

Step2: Determining Your Target Audience 

Understanding buyer personas can be of great help here. 

Yes, buyer personas are to some extent some fictional representations of your ideal customers but they do serve in targeting your audience in the most effective and accurate way possible. 

Step3: Understanding The Journey Of Your Buyer 

At the end of the day, setting an email nurture campaign relies mostly on your buyer’s behavior and his journey on your website. 

The more you try to understand it, the more effort you invest in learning what your buyer expects from you, the better your email strategy will work. 

To understand the journey of your buyer, there are three things to consider; 

  • His awareness stage: The query your buyer puts in the search engine or the pain point he has that he’s finding a solution to. 
  • His consideration stage: Your buyer will eventually find a list of solutions to his problem and the next step will be to choose the right solution provider. Think of all the things that would make him choose you as the solution provider instead of some other business. 
  • His decision stage: Once the buyer has settled down on you and made his buying decision, you then have to eliminate all the factors that he doesn’t want and focus more on what suits him the best (provide him the best offer that meets his needs)
email campaign for lead magnet

How To Create A Powerful Email Nurture Campaign For Your Lead Magnet?

Before getting started with the tips, it’s necessary that you understand the concept of a lead magnet. 

A lead magnet isn’t someone who’ll just help out your prospect once and then expect him to remember where to come next time he needs your services or your products. 

In fact, a lead magnet is the one who initiates a conversation with your prospect to grow engagement at a level that it one day leads to sale. 

The only issue with creating an effective email nurture campaign is that not all your prospects will share the same pain points or the same solutions. 

This is where customizing your content and adding a bit of personalization in it becomes important. 

In simpler words, you have to give your prospect an experience that he never forgets! 

Here are some tips that can come in handy to you when you are creating a powerful email nurture campaign that creates an impact! 

1-Segmentation Whenever There’s Need 

Two words that can describe a powerful nurture campaign “personal and relevant”. You can’t just send one nurture email to all of your contact list and then expect results. You’ll have to segment down all of your prospects and then create multiple emails to nurture them as per their requirements. Creating lead magnets here can be of great help because when one of your prospects downloads a lead magnet related to a certain topic/category of your business, you already know which segment he belongs to. 

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2-Identifying the “Big Ask” 

The main purpose of every email nurture campaign is to encourage the prospects to take some action. This “action” is what we are referring to as the “big ask”. Identifying the big ask is crucial as it impacts the other aspects of your email nurture campaign. Here are some examples of the “big asks” we are talking about; 

  • Encourage your prospect to watch your new product demo 
  • Encourage your prospect to make a purchase
  • Scheduling a sales call with your prospect
  • Encouraging your prospect to take the free trial you are offering 

After you’ve identified the “action”, the next step is to evaluate it based on certain factors like;

  • Friction: how likely is it for your prospect to take action on your big ask?
  • Proximity of valuing: if the prospect says “yes” to your big ask, how soon will he take the action?
  • Gap Of Awareness: does your prospect know enough about your business or product before he acts on your big ask? 

All these factors when taken under consideration will help you determine the amount of nurturing you’ll have to do before encouraging your prospect for the big ask in the email. 

writing emails

3-Deciding The Length And Frequency 

You know the goal, you know your “big ask”, next you have to consider the length and frequency of your email. You don’t want to frustrate or annoy your prospect with lengthy or complicated emails. The right time to hit your prospect is when he clicks on your lead magnet, that’s the exact time you should be taking some action but be careful because it shouldn’t be lengthy and the frequency shouldn’t be too much for your prospect or else he’ll simply unsubscribe. It’s a one critical decision that will make or break your prospect! 

4-Gather All The Relevant Content 

Content relevancy is a big factor to pay heed to. You don’t just opt for an email nurture campaign to send out your “big ask”. In fact, a nurture email is supposed to literally nurture your prospect, deliver him some value and encourage him to engage with your business. There are literally hundreds of ways to keep the content relevant while it serves your purpose; 

  • Share some blog post relevant to what your prospect has been looking for
  • Interview an expert
  • Give them another topic to download for free 
  • Share some case study regarding a successful customer
  • Answer some frequently asked questions about your products or services 
  • Invite them to attend an online webinar
  • Give them some valuable information about your industry or update them regarding what’s going around in that particular industry

5- The Flow Of Your Emails

In email nurturing, you don’t just randomly pick an email and send it to your prospect. The timing, the kind of prospect and his interests, it all matters. So the next step is to determine the flow that you’ll be following in sending emails to your prospects. Make a schedule here and follow it accordingly. Especially keep an eye on your lead magnets and as soon as some prospect downloads them, send him the email that’s relevant enough to keep the conversation and engagement on! 

content marketing

Final Thoughts 

Sending out emails is a one killer lead nurturing strategy that will lead you to the path that you’ve been wishing for in your business. 

An effective email nurturing campaign can work wonders for your business, it can grow your customer base, it can bring more potential customers to you, help spread the word about your products/services and above everything it can help boost your ROI. 

As a marketer, you’ll have to invest a great deal of time and energy in understanding your buyer’s behavior and then writing the right nurture campaigns but eventually all the effort will be paid off when you see the results pouring in! 

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.


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