Email Marketing: Setting Up a Lead Nurturing Email Sequence

Gary from 3Bug Media takes us through his email nurturing sequence.  We definitely start to see patterns here as it's very similar to the others we've seen, but it's good to see his personal take on it.

So, he explains that if someone has wanted our initial offer enough to give them our email address it means they're interested in our business, but not ready to buy yet...  

The lead nurturing sequence is designed to move them along the path to becoming a paying customer.  


This sequence involves the following:

- welcome email: thank them, set expectations
- educate: with tips, videos, blogs etc
- inform: tell them about new services and other products that you provide
- send offers: discounts, promotions, encourage them to buy
- personalise your business and your brand: give pictures or videos of 'behind the scenes' etc


Key Tips:

- Keep the message clear - just one, or two topics per email, tops
- Just one clear CTA (call to action) per email
- Try to use visuals in your emails, particularly if you're in 'e-commerce'
- If you're using text at all, and have their first name, then use the auto-fill option so that you're sending the email to them personally
- Get people to engage with your emails - e.g. end the first email with a question, such as 'what challenges are you dealing with at the moment'.  
- If they respond, then future emails are more likely to go into their main inbox folder, instead of spam etc.


Recommended sequence of emails is below - and set up a different sequence for each lead capture offer you have, so that the emails are related to the problem you're trying to solve:

1 - welcome email, sent immediately after sign-up.  Set expectations of what you'll be sending, end it with a question
2 - education email - FAQs, use cases of how to use the product, data, research stats etc
3 - another education email
4 - offer, encourage to buy
5 - education 
6 - inform them of other products and services you provide
7 - personalise, tell them your story, how you got started, highlight some team members, or show how you do you research etc
8 - offer
9 - education


This sequence will take approx 3 weeks.  Then move them over to your main email list, for all the general broadcasts / emails that to send to all.

Create Your Email Marketing Tribe - The perfect email sequence - The Coo...

Jimmy Kim talks us through his system for emailing his list, or 'tribe', as he calls them.  By this, he means they recognise him on a more familiar level than as an email marketer.

He says that when you're growing your list, you have to create an amazing experience for your subscribers.  

They need to feel as though the balance between what they're given, and what is asked of them, is always in their favour - which he then goes on to demonstrate using cookies :)

Generally there are 3 types of marketer:

• Marketer Type 1 - only sends promotions, nothing of value
• Marketer Type 2 - sends a lot of content and great value, but never actually markets anything 
• Marketer Type 3 - provides a great balance between content and promotions

Jimmy demonstrates his 'cookie system' and suggests that the following works to provide this great balance between giving value, and sending promotions, as it never leaves the subscriber feeling empty-handed.

• Days 0, 1, 2, and maybe even day 3 - give them a 'cookie', so good content / training 
• Days 4 and 5 - take away cookies - i.e. send promotion emails
• Days 6 - content / training
• Days 7 - promote

Now, not all of us like to email every day, but I think the same process would apply:

• 3 or 4 emails of content
• 2 emails with promotions
• 1 email of content
• 1 email with a promotion
• repeat...  :)

Thanks Jimmy!!