• Bella Rose Mortel

Everything You Need to Know About Nurture Emails

In the email marketing space, “lead generation” and “conversion” seem to be a few of the most important buzzwords that we’re hearing on an everyday basis. It seems simple, right? Finding leads, converting them, and making a sale - done and done. But, there’s actually a lot more that goes into the process.


Between lead generation and making a successful conversion, there’s another important step we so easily overlook: lead nurturing.


No matter how many leads you generate, they are not a guaranteed sale right off the bat. They are just possibilities of sale. That’s why you need to nurture them by connecting with their businesses, careers and livelihoods to figure out how you can best meet their needs.


One of the most popular ways to nurture your leads is through nurture emails. These emails are sent to your audience to inform, offer and connect with them. It’s all about building a relationship with your audience over time to motivate them to make a purchase when the timing is right for them.


These emails build trust with your subscriber and nurture them down the funnel, conveying the value of your company and what you are interested in. You will use these emails to guide your subscribers through the sales process even before they are ready to take the plunge and purchase your product or service.


Best tactics for nurture emails


Make it about them: We all want to grow our businesses as quickly as possible, but it’s important to remember that these leads are not in your sales email funnel (yet). These emails are an opportunity to show off your brand, educate about your industry (and your credibility in that industry), and hint at the incredible projects you have in the works.


Show off what makes you different: Nurture email sequences are prime real estate for showing off what makes you the best at what you do. Clients today are especially drawn to companies that have a mission they can identify with or a unique approach to their work that has an impact on the industry and even society as a whole.


Do you partner with a charity that helps women in developing countries? Do you have a cohort of college students that you mentor? Does your team have a distinctive practice that sets you apart from the rest? These are all great ideas to include in nurture emails.


Give them free stuff!: In your emails, give your audience a taste of what it’s like to work with you. You can include freebies like tutorial videos, project planning templates or even downloadable PDFs with a step-by-step process for mastering an essential skill in your industry.


You can also direct them to more of your own content like your blog, podcast or active social media profiles. This way they will be able to establish a connection with you in the way that’s easiest for them.


Email marketing through nurture campaigns is a great strategy to warm up your leads to take the action that you are pushing them toward. Remember, you want to turn these leads into loyal customers who will recommend you and your business to their friends.


Taking the time to connect with every potential client through personal stories and educational or behind-the-scenes content may not seem like a huge benefit in the beginning, but having a strong and genuine relationship with those that you serve is a huge differentiator in the business world today.