Nurture campaigns help marketers create relations with customers first by showing their relationship as a meaningful way of communication. They tend to avoid aggressive ways of advertising and escape the world of ad-saturated campaigns. Their campaigns follow a set of emails that trigger based on their prospects’ actions.
However, nurture campaigns include sales intent in their process, but they still follow a much more subtle approach. They usually participate in drip campaigns that follow the sequence pattern of emails and then include lead nurture emails based on the triggers or their user’s response.
What are Nurture Campaigns?
Nurture campaigns follow a series of automated and tailored emails that establish a relationship with the customer based on their behaviors. Marketers send different sets of emails based on the users’ actions and responses and work to spark initial interest related to their products and services.
The lead nurture campaign is usually a behavior-led campaign. Every follow-up email finds a way to customers’ inboxes based on their past interests and online activities. For instance, a prospect visiting a landing page and placing items in the cart. These behaviors and data give marketers insights into creating personalized emails and tailored campaigns that pique their interests and actions.
Types of Nurture Campaigns
Email Nurture campaigns work differently than drip campaigns. Their email flow, process, and framework are distinct from drip campaigns in terms of email messages and campaigns.
- Introduction Email: These behavior-driven welcome emails usually stand apart from drip welcome emails. They typically include welcome flows based on users’ past interactions and specific actions in the lead-generation process. Marketers describe the features and services of products and outline all the exciting things that users can expect from their products. This aims to keep users engaged with their brand in the future.
- Abandoned Cart Emails: These emails encourage their prospects to complete their action. As evidenced by their name, these emails convince users to reflect on taking their item out of their abandoned cart and convince them to buy it. These emails usually include sweetening deals in their messages, such as highlighting limited-time offers. These emails have one of the highest open rates as they find users at the right time along their buying journey.
- Feedback Emails: these emails are more likely follow-up emails. They usually come after customers buy their paid product or try their free product trial. These emails are personalized as they persuade users to switch from their paid trial to a paid subscription model. Likewise, it convinces paid customers to upgrade their paid subscription plan to experience more top-notch features and services.
- Winback Emails: Win-back campaigns follow the path of re-engaging emails to find how inactive users can rekindle their relationship with brands. These are remarketed emails that follow users to continue their past forbidden actions. For instance, an example of a win-back email can be to persuade a user who subscribed to a free version of the product but hasn’t tried it yet.
- Post-purchase Emails: These emails often find customers during the purchase journey or after the customer pays for the product. B2C marketers frequently use these email formats to give users status about their product delivery. However, SaaS and B2B businesses also used them to get reviews to encourage them to share their experience. Some examples of these campaigns are order confirmations, tracking updates and product review surveys.
How to Create a Nurture Campaign
Some of the steps in creating a lead nurture campaign:
1. Determine the Campaign Goal
Marketers need to set the campaign goal to determine what they want to achieve. The goals can vary depending on brand’s needs and desires. The need to decide whether this campaign is looking to earn more sales with new customers or aiming to rejuvenate relations with inactive customers.
2. Map Out the Triggers
The next stage is to develop key identifiers and triggers along the lead generation journey. These touchpoints and actions by users will give timely signals to marketers on deciding which email will fit the context.
3. Decide The Right Marketing Channel
Decide the right marketing channels for email marketing campaigns, whether they want to target customers via SMS, social media, or email messages. The channel strategies should be aligned to give prospects a cohesive marketing experience.
4. Audit and Adjust Email Campaigns
This stage involves constant auditing and analysis of email marketing services and campaign performance. Marketers constantly measure and adjust their campaigns based on customers’ data. These insights help them optimize their nurture campaigns.
Closing Thoughts
Nurture campaigns are one of the best ways to balance the scale between customer relation and sales growth. Many B2B email marketing agencies include nurture campaigns as one of their main services. There are different types of nurture compaigns like introduction emails, feedback emails, post-purchase emails, abandoned cart emails etc. You can easily create any type of nurture compaigns with the 4 simple steps mentioned above.
To conclude, brands can create more personalized and impactful growth with the help of nurture campaigns.
