Having an email list is an important part of any business’s marketing strategy. However, there is a right and wrong way to use it, especially when it comes to bringing people in from lead magnets.
You don’t want to deliver their freebie and then ghost them. You worked hard on creating something eye-catching, and you want to see a return on your efforts. But how do you ensure that happens?
You create a nurture sequence.
What is a nurture sequence?
A nurture sequence is a set of emails that are automatically fired off after someone subscribes to your email list by signing up for, and downloading, an opt-in.
You’ve probably seen them in your inbox several times before. It’s those “Thanks for downloading! Here’s a bit more about me and what I do…” type of emails.
The title says it all — you’re nurturing, aka warming up, new folks on your list so when you send them launch or sales emails down the line, there’s already an established sense of trust and connection (which means more sales). This is mission-critical because only 3% of your target audience is ready to purchase from you on the spot. People need time to warm up to you to feel comfortable enough to buy — and a nurture sequence is the way to do it.
You make a better first impression with a nurture sequence
Sure, some subscribers may have covered every square inch of your website, but it’s not likely, especially when it comes to visitors downloading a freebie. But really, it doesn’t even matter whether your subscribers are in that first or second group.
Why? Because they both still need to know who you are!
They need to know what kind of value you can provide them, what you do, who you help, and who can benefit from your products or services.
Plus, interacting with your subscribers via a nurture sequence gives them a good idea of your style and personality. That information is helpful for them in the future when they’re determining whether or not they want to work with or buy from you. Connection is everything.
You stay top of mind
Have you ever signed up for an email list or downloaded a freebie, and after that initial “welcome” email, heard nothing but crickets? What happens a few months later when that brand pops back into your inbox? You can’t remember who they are and why they’re sending you emails!
That’s what happens when you don’t have a nurture sequence. People quickly get the freebie they came for and then forget where it came from. But you didn’t do all that hard work creating an opt-in for nothing! Ensure that effort was worthwhile by making an impression and staying top of mind with your potential customers.
You get a better return from your other marketing efforts
Running ads? Posting on social? You need to make sure that time (and money) you invested don’t go to waste. These are great methods for bringing in leads, but there’s a lot more work that needs to be done after you’ve introduced yourself.
If you stop paying attention to your audience once they’ve entered the sales funnel, then you will be hard-pressed to usher them through it and land a sale.
With a nurture sequence, you entice people to stick around instead of letting them get lost in your lack of communication.
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What to include in your nurture sequence
Having a nurture sequence is important, but you also want to make sure that you include the right content to help make the transition from lead to conversion as smooth as possible.
A welcome/delivery email
If you have an opt-in, the welcome or delivery email is the most important part of this sequence. These emails tend to have high open rates, so they’re your chance to make a good first impression. If new subscribers like the email, they’re more likely to continue opening emails from you.
Nurture sequences aren’t just about you as the business, they’re also about being able to speak directly to your audience and address their needs — or at least, show them that you’re the one who can help them solve their problems.
But you don’t want to dig into your services right away. It goes back to trust. Folks need the chance to warm up to you before you do that.
And offering helpful tips and tricks is a great way to show new subscribers exactly who you are and why they can trust you. You can direct them to your blog or podcast or embed your YouTube videos if you have a channel. Just direct them in the right direction for what they may need (aside from your services).
An introduction to your services
After your audience has had the chance to get to know you, then you can start introducing your offers. You’re still in the early stages of getting to know your subscribers, so still make it full of value.
You could talk about some of your lower-ticket offers and why you created them. Or you could create an email that covers the bases of everything you do or how customers can work with you. Whatever you do, just make sure it adds value to their inbox and isn’t just another boring sales pitch.
Get opt-in templates when you join the membership!
As a member of Styled Stock Society, you get access to all kinds of helpful marketing resources in addition to the thousands of stock photos and videos we offer. We not only have opt-in templates, but also templates to promote those opt-ins… plus tons of other email marketing resources including nurture sequence templates — only available inside the membership.