All right you guys I am back at the whiteboard and today we are going over part two of our automated email series in which I'm going to be talking about how and why to use an email nurture campaign now last time we talked about using a drip email campaign today we're talking about nurture emails so what is a nurture campaign? Essentially it's a series of emails that are based on a lead's behavior and engagement with your brand or website and this could be something like visiting a website, downloading a guide, registering for a seminar. maybe looking at a product. They're very timely, targeted, and include helpful information to encourage engagement and to guide leads through the buying process so it is very much attached to your sales process.
Again last week we covered drip campaigns so what really is the difference between these drip and nurture campaigns? They're both a series of emails, what's different? Well in a drip campaign these are really just time-based we talked about these like welcome emails, abandoned cart emails, they're just going to be sent over a series of time so three emails with a certain amount of time in between them three or four emails whatever it is based on that time being sent nurturing email on the other hand are based off of specific actions that are being taken or engagements with your brand. They're really designed to build and nurture a relationship and have an end goal in mind usually part of your sales process. Like I said it revolves more closely around your sales strategy so going from acquisition, to lead qualification, to nurturing, closing, and then repetition for keeping that customer retention. Let's talk about implementing a nurture campaign so again just like with your drip emails you're going to need list segmentation, tailored content, that is specific to whoever you're targeting in this campaign and also to their stage in the buyers journey.
But in this case we're really using this nurturing campaign to send them further down their buying journey. Wou want those unique CTAs so there needs to be a goal for that email and you want to make sure that your CTA goes along with that goal and you're going to need an automation software. Now be sure to like I said clarify your goal for every email so if an email's goal is for someone to download an e-book from you don't also have a CTA later down to book a consultation.
You want one very clear action that you want the reader to take in that email and one only and you also want to align these with your campaign with your sales process so focus on providing resources that a buyer would need at that point in the sales process not selling them just on the end product or service right so think about what questions are they having at this point or maybe even what are they questioning or what are they having worries about and then answer those questions for them. These nurture campaigns require a lot more patience and greater planning than drip campaigns because they're gonna be carried over a longer series maybe multiple even drip series within the nurturing campaign but the potential payoff is substantial. We've seen it a lot with our clients and ourselves that it really does work. It can speed up sales cycles, it lowers your cost per customer acquisition by far, and it saves your sales team a lot of time.
So which campaigns should you use, drip versus nurture? Well it's really most effective to implement both so this is just given that you have the necessary resources and time you may start with something more simple like drip campaigns and then graduate into nurture campaigns and have both running for example we have a lead nurturing funnel that is carried out throughout all the time right and it starts with someone downloading one of our top of the funnel resources. We then guide them through more middle of the funnel resources like case studies and webinars and things like that and then ultimately guiding them through their buying journey to have a free strategy session so they can really test out our service.
We have that running but then we also have for example a Welcome series of emails that goes out to new customers, we also have a series of emails that goes out to new blog subscribers that are welcome series so like I said you can have a lot of these working and going on in your email marketing ecosystem so if you do that you can cover both the short term and the long term of the lead nurturing process. So I want to give you guys a little example like I said that we use so say someone comes to our website maybe they download an e-book from us they'll then get a series of three emails each one of those emails is actually after they've already download the e-book is encouraging the take the next step in their journey which is to watch a webinar so the webinar it gets a little closer to middle of funnel content they've identified their problem here with the e-book and now we're talking about some potential solutions in our webinar.
Each one of those emails is again directing them to try and get to this webinar landing page and register for the webinar. If at any point they register for the webinar and they won't continue to receive those emails. Now once they register for that webinar maybe attended that webinar then we're trying to get them even further so we want to set them up with maybe a demo or a free consultation so the next set of email as part of the nurture campaign is getting them to book that free strategy session now we're really talking about the decision stage of the buyer's journey really getting them to decide whether or not they're gonna buy from you and so each one of those emails again has that single focus trying to get you to book that consultation if at any point they booked a consultation they no longer receive the remainder of that email series now that is all I have for you today on nurturing email campaigns I hope you enjoyed this little series on automated emails be sure to check me out back at the whiteboard next time.
This has been Tammy, marketing manager at Campaign Creators, thanks for nerding out with me!.