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.