Tip of the week 81 - Tips to plan out an effective nurture series

A nurture series in email marketing revolves around a journey. One that might aim at converting contacts into buyers. Even though its eventual focus is to initiate sales, its main purpose is often governed by informative content and actionable elements. As the name suggests, nurture series emails are employed to create and retain relationships with contacts.

Let's see those points that you should keep in mind before creating a nurture series.

Segmentation

Nurture series emails are specific to needs. They can be sent out to new contacts, inactive contacts, or contacts with abandoned carts and so on. This need can help you segment your contacts and bring a number of contacts into the series based on your criteria and their previous behavior pattern.

Frequency

You will have to tread a fine line between being relevant and irregular. As you are looking to build a relationship with the contact, you need to be timely with your emails. You can send out your next email at least within six days of sending the last one. Then again, your email frequency will depend on the duration of your nurture series.

Duration

Your nurture series may vary from being a cold nurturing series to a win back campaign. Each nurture series is different in approach and duration. For example, an abandoned cart nurture series will be shorter in duration compared to a win back nurture series. Likewise, a simple nurture series concerning new contacts will go on for a longer duration. So you need to strategise your duration carefully.

Content

The most primary aspect of your nurture series emails is information. You will send emails to educate your contacts and initiate action rather than persuade them to make a purchase. Send them emails containing help documents, articles, videos and testimonials during the initial phase. Incorporate CTA buttons at some stage so that they can engage with them and take part in interactive sessions like webinars.

Internal communication

This is the last step and you have successfully converted contacts into leads. However, your work doesn't end here. You can contact the sales team and acquaint them about the specific contacts by sending, 'internal notification email' to the concerned department. This will ensure a smooth transition of your contacts to the sales funnel.

We hope this tip was helpful.

Regards,

Susmit

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