Types of Marketing Campaigns Every Business Should Be Running: Nurture Series

An email nurture series (aka drip marketing) is a series of lead nurturing emails generally sent using automation or auto-responders. Nurture campaigns are all about investing in audiences. A “series” of pre-written emails are queued up and easily distributed. Information is delivered to those on the list on a preset schedule you determine. Emails can be set to be sent to leads after specific triggers such as user actions (ex. they fill out a form or have made a purchase) take place. These email marketing campaigns involve the process of education and awareness. These campaigns inform potential leads on who you are, what you do and why you’re the best in the business. 

The nurture series emails work by establishing a pattern that coincides with the leads position within the buying process. Typical emails that would be sent out to new leads would be a series of “welcome emails”. This would consist of things such as blog posts, “who we are”, and websites where they can see what you’re all about. These emails are all about building trust and familiarity. Regular customers would receive emails about new products or services, events, sales/discounts, and an occasional “thank you” for their continued status as a customer.

The best way to understand lead nurturing is to see it as a “conversation”. It is a continual build off of previous information in order to keep directing the lead. In order to keep them engaged while pushing them towards the buying stage, emails shift as the consumer moves to new stages.

More marketing teams need to invest in automated email nurture campaigns. That’s because these campaigns are backed by statistics and data. This gives brands direct access to potential leads that can drive awareness, boost business growth and increase sales. Lead generation is important. But without lead nurturing, most leads will naturally disappear.

Have you implemented or considered email nurture campaigns for your business? Need help with the set-up and strategy? Visit rightclickagency.com/consultion to schedule your FREE consultation with me for more details! And don’t forget to join us for the Digital Brand Explosion Conference on Dec 11th & 12th at the P4 Hub in Germantown. For Tickets and more information go to digitalbrandexplsions.com.