Did you know that approximately half of your leads aren’t ready to buy when they initially subscribe to your email list?
That’s a huge number. And, if you don’t have a good email marketing campaign strategy in place, you could end up with a missed opportunity.
Sending the same types of emails to those who are ready to buy and those who are still in the research phase of their buying journey will not lead to good results.
Instead, you need to send different nurture campaign emails to each group, ensuring that the campaigns are of the right length.
What is a nurture campaign?
Those who subscribe to your email list that are ready to buy appreciate getting newsletters that give them direct information about your product or service.
However, those who are new to your brand will need some time to warm up. One of the best ways to do this is to put a nurture campaign into action.
These types of campaigns nurture your leads or potential customers. They invoke trust and show your audience that you’re not just interested in them because you hope they’ll buy something. Rather, you’re engaging with them because you want to provide them something of value.
Lead nurturing emails can consist of:
- Welcome emails
- Educational emails
- Emails that show your expertise and leadership
All of your email subscribers could do with some nurturing. Implementing these types of emails will build trust in new subscribers as well as help create loyal customers out of those who have been with you for a while.
How to measure whether your nurture campaign is effective or not
There’s no set length for how long this type of campaign should run. In fact, this is often referred to as a long-term email campaign.
Many marketers and business owners engage with their audience via email for months, if not years. Some people have such a great brand and a product/service that they end up with life-long fans. Those fans sign up for email newsletters with the expectation that they’ll receive regular emails for as long as the company is in business.
If you have these types of subscribers, you’ll want to try various nurture campaigns on them during the duration of their time on your subscriber list. The reason for this is due to the fact that, over time, you’ll have new products and services to launch.
How can you tell if your nurture emails are successful or not?
First, look at your long-term subscribers. How many of them do you have? How many have unsubscribed recently?
Next, look at your newest subscribers. Are they opening your emails? Are they taking advantage of what you have to offer and your calls to action?
You can also look at the type of engagement you’re getting. Do your customers respond to your emails? Do they share them with others?
Finally, look into your sales figures. Are you making more money since you’ve started a new nurture email sequence? Or are things stagnant or getting worse?
Evaluate your marketing campaign goals regularly so you can make adjustments as soon as possible, if improvement is necessary.
Does it really matter?
Nurturing your leads is fundamental to your marketing success. With it, you’ll:
- Grow your audience
- Meet the needs of your customers
- Build trust
- Establish yourself as an authority
- Increase your conversion rate and revenue
- Create long-term, loyal customers
What now?
Are you ready to create an effective nurture campaign? If so, you’ll need to use the best tools to help you create the best content.
One of the most engaging tools on the market right now is video content. Creating videos for your audience humanizes your brand. Videos make people feel like they really know you, which can help to improve conversion rates.
Learn all you can about how to create videos that will help nurture your leads and you’ll be able to create an even more effective nurture campaign.