1: DECIDE ON THE LENGTH OF YOUR EMAIL NURTURE SERIES:
Your email nurture series will be 3-5 emails long, at a minimum. But, really, it will depend on your reader and how long it takes for you to communicate all the messages that you want to get across to them to develop the know-like-trust.
2: PLAN YOUR WELCOME EMAIL:
This is the most important email in the series. It will be the one with the highest open rate. Communicate with integrity, using your personality, highlighting the value that you will be providing throughout the sequence.
3: PLAN WHAT TO INCLUDE IN THE REST OF YOUR EMAIL NURTURE SERIES:
Now is the time to think about how you can start to get your audience to trust you. Perhaps you’ll be sending links to your most popular blog post or video content, or maybe you’ll add other valuable nuggets – freebies – such as a checklist along the way.
4: AUTOMATE AND TEST YOUR EMAIL NURTURE SERIES:
Automate your email nurture sequence. Make sure to do a test send to make sure that it’s all working. Check all the links and the list segments.
5: MEASURE THE RESULTS AND ADJUST AS NEEDED:
Review the opens, click-throughs, responses to each of the nurture series elements to make adjustments as needed. Make real-time connections with your contacts to gather feedback on the series to always be improving.
Something to consider…..
Should you SELL to people in your email nurture series?
This is up to you. If you have a product that is related to the freebie they downloaded, by all means, include a sales pitch in the last email of your nurture sequence. Or, if you offer them a free consultation call, then tell them about this.
Our team has been creating nurture series for our clients on a number of third-party email platforms such as ConstantContact, MailChimp, InfusionSoft, and Kajabi. Our clients have found that the “set it and forget it” ease of a well-designed nurture sequence has freed them up to focus on building more real-time relationships which also translates to an increase in the number of clients and sales.
A nurture sequence could be the most effective tool in your digital marketing strategy.