The Magic of the Email Nurture Series
Business Nurturing is the science of building a relationship with your current and to be customers, prospects, and leads. This is best done with email campaigns that are automated and are perfectly suited for lead nurturing. Lead nurturing is when you hand-hold prospects through each stage of your business goal (like sales), ultimately driving them to convert.
In any form of marketing, it's a numbers game, nurturing’s goal is to skew those numbers in your favor.
Here’s some starting numbers:
- 4% of your visitors are ready to convert now.
- 45% of your visitors aren’t ready to convert now, but they will sometime in the future.
- 51% of your visitors will never convert .
Surgeon General’s warning, this is NOT scientific fact, just our experience as a reputable email marketing agency, but we find it helpful in highlighting the benefits of nurture campaigns.
Most companies focus on the 4 ONLY, and then there’s the roughly half of all shoppers who will never buy no matter what we do. That means most businesses are willingly leaving the 45% of potential customers on the floor because they’re simply not nurturing subscribers properly. That’s where an email nurture series comes in.
Who are the biggest proprietors of leaving them on the floor? That’s right, the PPC agents and salespeople who are always fishing for the lonely 4%.
How to set up an email nurture series
Instead of annoying people with promos every week and focusing only-on-making-money-this-absolute-instant-and-can’t-think-of-anything-else… (breathe) …. discounts, think about how you can add value and interest outside of an offer.
Remember, just like you, your subscribers are people (yes people with credit cards, but still people). Yes, they may want and need your product, but keep in mind, they have a lot more going on in their lives than just what you're selling, so if you can be a part of that, then you become important to them. Doing so will help differentiate your brand from competitors, and establish yourself as an authority in your industry.
While you can put sales in these emails, just don’t make that the focus. Instead, move towards the content that’s actually useful to your subscribers.
Email 1: Teach!
Teach your email list something, either about your product specifically, or something relevant to your product or audience. For example, take Brightech, one of the leading lighting company’s selling entirely online. Instead of emailing subscribers with information about lamps, they could teach people about:
- What goes into a good light bulb.
- The dangers of using hydraulic lighting solutions l and how it affects your energy bill and other dangers.
- How mood and seasonal changes are compensated with light
- The science of good lighting.
- Why weathertite solutions are essential
- How to make events using light to dazzle them
For almost any product, there’s an endless list of topics to write about. Here’s the thought process:
- We sell lights.
- We sell lights, so we can write about lights.
- Lights are for lighting and decorating, so we can write about that.
- Light is related to early risers, so we can write about early risers.
It's telling a story, taking a concept and developing it. All of the topics above would be interesting to a potential customer for Brightech, and a way for the business to stay top-of-mind without the need to rely on promotions.
Email 2: Help subscribers get to know your brand
You use the first email as the first “hello” to your brand. Don’t worry, the rest of the email nurture series is where you will expand on your company.
Strategize a set of emails that tell the story of your brand and why you’re different and more importantly, important to them. Are you just a lighting company or a lighting company that helps poor neighborhoods bring light in dark times?
Email 3: Enjoy storytelling
People love stories, it's what movies, books, and all great sales begin. Something to engage the listener in wanting to hear more and connect with the protagonist. Now, if you’re selling lightbulbs, you can’t tell the Star Wars saga over, it has to be relatable to the company and relevant.
Brightech started with a low income family, making its way from the owner’s father’s lighting store in mid-down Los Angeles, to a single lightbulb in his parents living room, shipping at the post office 1 package, 3 packages and now millions a month (well from a factory, not one living room).
Ultimately, stories are effective lead nurturing tools because they humanize your brand and make it interesting and relatable for shoppers.