Best Practices for a Successful Email Nurture Campaign – ActiveIQ Help Center

Lead nurturing is crucial in today's market as its purpose is to develop relationships with buyers at every stage of the sales cycle. A nurture campaign assists with this process as it allows you to pre-schedule and automate your communication to a number of leads, providing the information and answers they need.

On average, half of the leads in any system are not yet ready to buy right away and this is where lead nurturing comes in handy. Nurture campaigns are a great fit for businesses with a longer sales cycle and/or require an educational component in the buying process. Companies that excel at lead nurturing typically generate more sales-ready leads at a lower cost.

Triggers for Nurture Email Campaigns

Automating a workflow ensures that each lead receives the most relevant messages at the most opportune times, as lead campaigns are often triggered by a specific user engagement, such as a form fill, download of a product manual or case study, or visiting a key page on your website.

Creating a separate nurture campaign for each product or service you are promoting, would ensure that the content is specific and relevant to individual buyers. For example, when a visitor downloads a technical sheet for a specific product, you could create a campaign of 3 emails addressing often asked questions about that product, competitive advantages, or pricing options. Here are some options:

1. The first email could be scheduled to go out immediately after the visitor's interaction and it could include a thank you message and information on how to contact the local sales rep.

2. The second email should be sent out 10 days later, including more specific information that perhaps is not available on your website. You could include a link to an informative video or provide competitive advantages at this point to show why they should choose to buy from you.

3. The final email could include a case study or customer testimonial to show credibility and how it has worked for your past customers. You could also include financing information if that is something you offer. This email could be scheduled for 3-4 weeks after the original interaction.

When creating your campaigns, consider what would be most helpful and convincing information for your customer by addressing common pain-points and obstacles.