Nurture sequences. Workflows. Drip campaigns. No matter what you call them, one thing remains true: leads don’t convert themselves.
Turning website visitors into paying customers requires a fundamental understanding of your target audience and the specific problems they are facing. It’s a symphony of processes that all have to play and work together to create a tune that’s melodic and not nails on a chalkboard.
While there is no universal formula for creating high-converting nurture sequence emails, there are some industry secrets you can use to master this art form. Here are a few to get you started:
#1: Segment Your Audience
Marketing all builds on itself. What I mean by that is each campaign should be tailored to a specific audience and all collateral (landing pages, social posts, eblasts, etc.) should center around a singular message.
When a visitor converts on an ad or a blog post, you can use that information to gauge what their interests are and create audience segments based on what you know. You can then use those segments to create targeted nurturing emails that serve additional, relevant content to your new leads.
Examples of ways you can segment your audience include:
- Whether or not they’ve downloaded a guide or gated content offer from you before
- Prior activity, including CTA clicks or email clicks
- What their lead scoring number is (if you use a sales CRM)
- Purchase history – if you have a repeat service, reach out if they haven’t bought in 90 days to show them what’s new.
- Post-purchase check-in messages to get a review or see how they liked your product or service
The more relevant a message is to your audience, the more likely they’ll interact. That’s why it’s important to segment your nurture sequence emails to meet someone where they’re at in your marketing funnel.
#2: Use Words to Incite Action
Don’t speak passively to your email list. The purpose of each message should be for them to do something, such as:
- Download an offer
- Watch a video
- Raise their hand to talk to sales
Often, you can inspire action by – yeah, you guessed it – simply asking! That’s why you see so many CTAs with verbs such as “Download Now,” “Subscribe,” and “Learn more.” It’s an effective way to use language to pique curiosity and inspire action.
Avoid overexplaining your message with long-winded copy. Write short paragraphs with easy-to-digest tidbits. The secret here is to use active voice and map out your nurture sequence emails to accomplish a single task. That way, you’ll stay relevant and avoid confusing your readers.
#3: Test Subject Lines Constantly
One of the biggest challenges marketers struggle with is getting email opens in the first place. Everyone’s inboxes are bursting with messages, spam, and other promotional emails that you have to compete with. You can improve the chances of your nurture sequence emails getting opened by testing different emotional language and using personalization in your subject lines.
For example, if you have someone’s first name, you can easily add a personalization token to a subject line, so it reads “Amber, You Are Invited to a Webinar” vs. “Join Our Webinar.” The former is more likely to get her attention and earn that click, but this is not a one-size-fits-all approach. Be sure to set up different A/B tests to see what resonates with your audience the most.
Nurture Sequence Emails Are More Art Than Science
Emails can be tricky, but they’re a fun puzzle to crack with all your marketing tools at your disposal and a little bit of testing. Don’t worry about making a few mistakes along the way; it’s part of the process.
If you want to learn more about how you can turn your website into a primary lead generator for your business. download your free Growth Stack Guide below.