Nurture marketing, also known as campaign automation or drip marketing, involves sending a series of relevant and timely communications to prospects or customers over time. These automated campaigns respond to the recipients’ actions, thus creating a more personalized experience.
If a prospect that you’re nurturing within a campaign automation does not click a certain link in an email, for example, you might send them a follow up email. On the other hand, if they do click on that link, you might send them a different email or even notify a salesperson to call the individual.
Nurture campaigns often deliver big benefits to organizations that utilize them. To maximize your campaign automation success, here are six things to keep in mind as you plan and create your campaigns:
1. Content. Lead nurturing campaigns should contain information that will be of value to your leads or customers. Content isn’t one size fits all. Make sure that the content in every nurture email is extremely relevant to the audience and speaks to their needs at that moment in time. In the example ClickDimensions campaign automation below, we see how a college or university might choose to educate prospective students about their institution through informative content like emails, a catalog download and an invitation to attend a campus tour.
2. Timing. Schedule messages appropriately based on the type of nurture campaign. A campaign for sales-ready leads, for example, could have a shorter timeline than one for inactive leads that touches the prospect only a few times per year. ClickDimensions customers can use date timers and wait timers to ensure that their campaign automations touch the right people at the right time.
3. Consistency. Nurture programs help to establish trust and credibility. Make sure that messages are consistent with and reinforce the company’s brand. While consistency is important, every email should not be identical. Consider using different types of emails in your lead nurturing campaigns – perhaps some HTML emails with graphics that highlight an offer, and some plain text emails that look like personalized, one-on-one emails from someone within your company.
4. Targeting and Personalization. One of the many benefits of a campaign automation built in ClickDimensions is that messages can be customized based on the interactions a prospect has with the emails. Use this capability to its fullest extent with dynamic content and targeted messaging. Don’t just develop a series of generic emails that are sent over and over again; create personalized experiences. In the email example below, we can see how a real estate brokerage personalizes an email to leads, using their first name, the city where they are looking for a home and select listings for homes in that area.
5. Permission. Ensure that nurture emails – and all other emails you send, for that matter – don’t violate spam rules. For example, the CAN-SPAM Act in the U.S. and CASL in Canada include specific guidance for giving email recipients the opportunity to opt-in or opt-out of receiving emails.
6. Data. CRM data can be extremely helpful when creating nurture programs. Statistics such as industry and company size for business-to-business campaigns, or age, gender or location for business-to-consumer, can help tailor the message to a particular audience. Using web tracking data in a system like ClickDimensions, you can gain even more knowledge about prospects. What ads are people clicking on to get to your website? On which pages do they spend the most time? Knowing what content your prospects are most interested in can help to target the message in nurture campaign emails.