What is it that keeps your subscribers hanging on eagerly for more? Is it the freebies you offer? The valuable content? Yes and yes, but you need to foster something greater for long-term loyalty. We’re talking, of course, about trustworthiness.
As you engage with and nurture your leads, you want each one to feel individual and special. This practice will continue to grow your email list, meaning you have more and more potential customers to nurture. After a while, it gets to be too much to do on your own.
Enter the email nurture sequence. This form of email automation has the personal touch you programmed into it. You can continue to build relationships with all your leads and customers without having to manually manage each one.
Doing so all starts with building a killer email sequence. What traits do the best nurturing sequences share? We found 12 characteristics you can borrow to build your own email autoresponder that nurtures and converts.
12 Characteristics of a Killer Email Nurturing Sequence
Defined Buyer Personas
The buyer persona, the avatar, whatever you want to call it, it’s certainly an element of successful email nurturing sequences. After all, in relying on email automation, you want to ensure the right messages go to the right audience segments. Creating buying personas is the first step.
What does your current target market look like? Is it filled with small business owners, freelancers, or Fortune 500 influencers? You might even create buyer personas based on your audiences’ respective occupations. You can also arrange them in the following ways:
Motivations and buying history
Behavior patterns
Location
Age
Gender
Introductions That Set Expectations
Your leads and customers have their own lives and don’t want to hear from you all the time. Once they opt in to your email newsletter, you should send a message tempering their expectations. This is also known as the welcome email.
Here’s an example from Zapier that should give you some pointers on how to write your own welcome email.
In it, Zapier tells the new subscriber everything they need to know. They start by thanking the lead for subscribing. Next, they explain what kind of content they’ll get (“in-depth, actionable articles”) and how often (no more than three times a week).
This conditions the lead or customer to expect your emails on certain days. They’ll also come to expect a certain level of quality from you.
Social Connections
Emails are great and all, but today’s average consumer expects more. If they have a question, they no longer reach for the phone to call your hotline number. Instead, they’ll contact you via your website’s chat widget or send you a message on social media. They’ll leave comments on your wall or tweet at you.
HOW TO CREATE AN EMAIL NURTURE SEQUENCE (THAT MAKES YOU MONEY) || Want to learn how to create emails that make money? This video will show you an email marketing tutorial step by step to create a great lead nurturing strategy! If you are looking to create great health coach email marketing then you want to watch this video to learn about how to create email marketing campaign with Kendra Perry. An email nurture sequence is very important for your digital marketing strategy. An email nurture campaign is also known as an email sequence, email automation, or an email funnel.
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You should certainly do your best to respond to the emails you receive, especially the pressing ones. Don’t just limit your communication to email, though. Engage on social media. Respond to messages, tweets, and comments in a timely manner.
Also, make it easy for your customers to find your social profiles. Include these profiles in your automated emails, as so.
Frequent Email Sending, But Not Too Frequent
There is such thing as over-sending emails. Your fervent attempts at nurturing your lead can quickly go awry with too-frequent messages.
You have to trust that in this instance, out of sight isn’t always out of mind. Emailing daily will destroy your relationship with leads and customers alike. You could instead send messages weekly. Some companies opt to send monthly emails, and others still might message customers on a 45-day basis.
No matter which frequency you’re most comfortable with, consistency is key. Choose to send emails weekly, biweekly, or less often and then stick with it.
Email Personalization for a killer email nurturing sequence
There are countless statistics attributing to the success of email personalization. This is one little change that can make a world of difference, boosting open rates, click-through rates, and sometimes even conversions.
You might start your personalization in the email subject line (which is highly effective), in the body of the email, or even both. Here are some examples to inspire you.
A Consistent Editorial Calendar with Segmented Content
Here’s another item to check off before you set up your email nurturing sequence: you should have a decent amount of content to share. Depending on your team and your content needs, you may publish on your blog once or twice weekly. You certainly don’t have to publish daily, as that gets to be a bit much.
This content should be written with all your buyer personas in mind. Maybe one week you write tips for freelancers, which should appeal to your freelance audience. Then the next week you publish a resources list for small business owners. All these articles appear on your blog, but you’d only email them to the specific personas.
Reliable Value
Another reason you might send curated, segmented content in your emails is to create value. When a new, tentative lead signs up to your newsletter, they have a resonating question in the back of their minds. “What’s in it for me?”
They’ve just given you their email address and thus their consent to send them future emails. Now what do they get for doing it?
You need to be able to offer something of value to these would-be customers. Don’t just stop at blog posts and other written resources. Here are some great ideas for giving your leads and customers value:
Infographics
Case studies
PDFs
eBooks
Webinar replays
Videos
Transcripts
Courses
Templates
White papers
Newsjacking
Newsjacking may sound like a scary term, but it really isn’t. It’s simply paying attention to current events and weaving them around your marketing campaign. There has to be alignment between what your business does and the event for this to work.
If you’re thinking about using newsjacking, it doesn’t solely have to be related to news. Other current pop culture phenomenon is fair game as well.
One great example comes from digital design company InVision. They rolled out an email highlighting the typography of popular Netflix program Stranger Things. Even if you’ve never watched the show, surely you’ve heard of it. That may make you more likely to check out InVision.
The Inclusion of Images
There is a concept known as the Picture Superiority Effect. It was written about on Huffington Post in 2015. According to the article, it refers to a person’s ability to learn better when viewing pictures rather than reading words. Recollection can be as high as 65 percent with images, even several days after viewing the image. Compare that to just reading the information, where recollection after three days is only 10 percent.
You can use the Picture Superiority Effect by displaying images of your product or service in the foreground of your emails. Here’s an example.
Brand Voice and Consistency
Everything that is written and immortalized online from your company should have the same brand voice. Perhaps you keep that voice as more of an everyman to appeal to a broad audience. Maybe your brand voice is a little sassy. Whatever it is that works for your company, don’t deviate from it.
Brand voice can be easy to maintain if it’s one person doing it, but it very rarely is. Other employees might respond to emails or social media comments. They all need to write in the same chosen brand voice. Then, since you’re using automation, you need to make sure your emails don’t come across as too stilted.
Of course, brand voice is about more than just the written word. It’s in the consistency of your design, too. If your company is known for certain colors, then these should appear in your emails and on your social profiles. Your logos should be included in all correspondence. This consistency and reliability builds trust.
A Fearlessness to Reengage
If you’re tracking your email sequences, you will undoubtedly notice some unresponsive customers. This is nothing to be taken personally, as it happens to all companies at some stage or another.
This is when you’d start a reengagement campaign. You can go about this several ways. One method is sending a brief but frank email inquiring into the lead’s mindset. Was there something about your product/service they didn’t like? Maybe they had an issue with your customer service.
If you’re fortunate, you’ll get valuable feedback. You can then use that to inform your future campaigns.
Another option you can try is tantalizing the lead back with a freebie or discount. You may also attempt to reengage by showing them new products, such as in the example below.
Mobile-Friendliness
With most people perusing email via mobile (56 percent as of 2016, says email marketing company Litmus), your emails should be mobile-friendly. Even if you have large images, videos, HTML, and other elements, they all need to be optimized for mobile users.
Then you’re free to send emails with plenty of eye-catching images, such as this one.
Conclusion
Creating an email nurturing sequence is a key means of building trust. Once you achieve that, the likelihood of leads converting to customers increases. By implementing any of the above 12 characteristics, you can engage or even reengage with your audience.
About the Author:
Billy Lucas is a passionate blogger sharing marketing tips on behalf of EngageBay. He writes primarily on email marketing, CRM, marketing automation and covers the entire gamut of marketing.
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To be successful with your workflows, you need to start with a clear picture of what you’re trying to accomplish. This brainstorming exercise will get you thinking about your email nurturing efforts, what content to include, and the overall goals related to your efforts. Start putting things into action today!
For 2017, HubSpot states that 86 percent of professionals prefer using email for business outreaches and that 86 percent of consumers “would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily.”
If these won’t convince you into believing that emails are still as relevant as they were before, we don’t know what will. Companies that aim to increase their sales have noted actual gains in terms of the volume of qualified leads entering the pipeline. But this not just because they successfully wooed prospects with the right kind of content.
Having high clickthrough rates do not necessarily translate to increases in sales closes. Actual successes are only possible through establishing an effective mailing list validation. How is this so? Well, let’s look at some of the reasons.
#1. Your List is Full of Bad Addresses
When building a mailing list, you can’t expect that it will be filled with actual people. Sometimes, invalid addresses can enter the list without you noticing. This can only spell trouble, since having bad email addresses around can only swell your bounce rate. Worse, the emails you send to actual email addresses will get thrown to the spam folders. Cleansing your database free of unwanted addresses can prevent this from happening.
What’s even more critical than bad email addresses? Addresses that are spelled wrongly, that’s what! Human errors can often result in emails targeting the wrong people or not targeting anyone at all. Again, this will lead to the same issue caused by bad email addresses. Unless you want to see your bounce rates get insanely high, you can take the crucial step of pinpointing misspelled addresses and verify them.
#3. You’re Sending too Many Emails to the Wrong People
HubSpot points out that 78% of consumers unsubscribe to from emails. tweet!
This is due to several reasons, but the most common would be that these prospects are not interested in the brand anymore and that the sheer number of emails they receive daily has become all too annoying! One way to iron this out is to verify your mailing list and filter out any unresponsive addresses. That way, you would be hitting your targets more accurately.
With all these issues taken into account, you can say that not having an effective mailing list validation can cost you a lot of money. You will be spending precious resources rather than growing revenue. With mailing list validation, you can increase sales because you will be engaging the right business partners from a sea of prospects.
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With MailJam you simply control your email marketing. Plus you avoid the risk when the other third party software can ban your account anytime.
MailJam is also an easy to use autoresponder with incredible performance and Zero monthly fees.
MailJam Provides you Awesome deliverability rate. With no monthly fees EVER and low one time fee, MailJam is a great alternative to other well-known autoresponders. MailJam is an all-in-one email marketing solution that you need To create, send, track, and profit from email marketing.
MailJam is a complete no-brainer marketing tool:
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MailJam is the solution you need for your email marketing automation without any monthly fee or whatsoever. It comes with powerful features that no other third party provider is offering at the reasonable one time price.
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Email Marketing is, probably the most important and profitable part of the internet marketing today…And there are plenty of great software, working effectively. All have their advantages and disadvantages, but most of the software marketers use is on monthly payment basement. And it is the main disadvantage of those. If you want a comparison, take a look at this….
You can also configure the application to automatically follow up an email when it is opened / clicked by the recipient. Just set up your Automation/Auto-responder once and have emails automatically sent for you.
• List subscription • List unsubscription • Subscriber’s birthday
What does every successful Internet Marketer tell you? THE MONEY’S IN THE LIST! What do they mean by that? That you need an autoresponder and a way to build a subscriber list that you can email information, tips, tricks, launches, or offers any time you want.
The problem is, if you’re an absolute beginner, getting an aWeber, GetResponse, or iContacts account for $29.95 to $49.95 to start can be an expensive tool at first, if you don’t know how to utilize it.
MyVIPContacts gives you an UNLIMITED Autoresponder account for only $10.97/mo. You can create as many autoresopnders as you need, and there are NO LIMITS on the amount of subscribers each autoresponder can have. Not a maximum of 1000 subscribers before a price increase. Not a maximum of 25,000 subscribers before a price increase. UNLIMITED – NO PRICE INCREASES!!!
While we do not allow members to import lists, if you already have an autoresponder account somewhere else, if they allow you to download your subscribers in a .csv formatted file, we can upload that file to your MyVIPContacts account – no additional charge!
UNLIMITED AD TRACKERS
A lot of marketers like to use Ad Tracker Links to see just how many clicks a particular site, or a particular ad, or subject line generates. This helps them narrow down which ads or subject lines are working the best. It helps them figure out which sites they are advertising on, are generating the highest number of clicks.
Ad Trackers are particularly useful when testing a non-traffic site, Solo Ad Service; and when testing out a new vendor at Fiverr.com to generate traffic for you.
There are several different Ad Tracker sites out there, ranging from $4.95 to $9.95/mo. At MyVIPContacts, you get UNLIMITED Ad Trackers – INCLUDED!
UNLIMITED URL ROTATORS
Perhaps you’re in Network Marketing, and you want to share all of your traffic with your downline, or you want to create an advertising co-op where you want to split all of your traffic between your co-op participants. Again, you could spend $4.95 to $9.95/mo with another URL Rotator Service. At MyVIPContacts, you get UNLIMITED URL Rotators – INCLUDED!
I used my rotator to give away over 240 sign-ups to my team of affiliates for a CBD Oil Biz, over a 40 days period of time. Definitely a fabulous tool to utilize in your marketing efforts.
UNLIMITED SPLASH PAGES
At MyVIPContacts, we’ve added an UNLIMITED Splash-Page Builder. There are 10 different templates to choose from, where you can upload your own images, add your autoresponder html form code, and text to create UNLIMITED Splash-Pages and Capture-Pages.
While you can upload your own images, when we’re finished, you’ll have just over 1,700 Stock Images and Clip-Art to choose from as well.
To top things off, we’re going to give you another resource where you’ll have access to approximately 80 different Capture-Page Templates with an HTML Editor where you’ll be able to edit those template to your specific offer. I’ve also added 6 different Landing Page/Capture-Page software programs you’ll be able to edit for your specific offer.
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Right now, there are close to 200 Digital Downloads specifically on the topic of List Building with info on building a list, email swipes, and copywriting. There are over 150 Digital Downloads about Social Media…FaceBook, Twitter, Pinterest, Periscope, LinkedIn, YouTube, and more. Over 150 eBooks with Master Resale Rights. Over 150 eBooks with Private Label Rights…and I’m not even close to being finished adding and uploading everything you’ll ever need!
It also includes tons of Landing Page, Capture-Pages, Video Capture-Pages, and Squeeze Pages you can download to edit towards your specific offer to use with your MyVIPContacts Autoresponder!
While there are several RR, MRR, and PLR Sites out there with up to 12,500+ digital download products…items that are 10 to 12 years old may not only be outdated, but may not even function correctly. I’ve picked items that are the most recent, and less than a few years old. I’ve seen some for as low as $9.95/mo to $67.00 per month. At MyVIPContacts, you get UNLIMITED DOWNLOADS, and we will be adding NEW Digital Download Products EVERY MONTH – INCLUDED!
12 LIFE-TIME GOLD SAFELIST UPGRADES
Here’s something that makes MyVIPContacts stand out, when comparing, “All-In-One” type programs out there! When creating MyVIPContacts, I wanted to include massive value and benefits for a very low price. Something that almost every marketer could utilize, and afford without any hardship.
So I picked out 12 different Safelists that I own that could use a boost in membership and activity, and set it up so ALL Pro MyVIPContact Members could save a ton of cash by giving them a Life-Time Gold Upgrade! While my OTO’s for a Gold Upgrade average $47.00 ($147.00 from the member’s area if you pass on the OTO), you get ALL 12 Life-Time Gold Upgrades as a BONUS!
Even if you only keep your $10.97/mo subscription for 30 days and cancel, you still get to keep ALL 12 Life-Time Gold Upgrades! Not for a $99.95/mo subscription, but a $10.97/mo subscription! Not a 20% Referral Commission, but a $5.00/mo Referral Commission!
You simply click on the link that says, “12 Life-Time Gold Safelist Upgrades,” enter your Referral Link for each site, and submit (one at a time), and it will produce a One-Time Use Promo Code for each site that will automatically upgrade your account to GOLD. That’s a $564 to $1,764 value!!! Cancel your MyVIPContacts Subscription any time, and YOU STILL GET TO KEEP THE UPGRADES!!! INCLUDED!!!
DOWNLINE BUILDER – OVER 200+ Traffic Resources
What kind of marketer would I be, if I didn’t include a Downline Builder with well over 200+ Traffic Sites to help you generate more referrals and commissions? Right now, there are just over 200 traffic sites listed, and I’ll be added 100+ more of resources I have come to trust over the years. Traffic Sites come and go, so you’ll only find my sites and sites of Admins that I know and trust. As time moves forward, I’ll be adding other Affiliate Programs as well. INCLUDED!
Sales Reps, Recruiters, HR, Small Business Owners, etc. Rebump is extremely valuable for anyone who uses email to reach out existing or potential customers.
Product Details
Rebump sends multiple follow-up email messages to your recipients for you. These automated emails are customized to appear as if you sent the follow up yourself. You can track and analyze all of your follow-up emails with your Rebump account.
“Rebump puts sending follow up emails on autopilot”
Overall: It saves me tons of time and headache.
Pros: What I like about Rebump is that I can setup customized emails that Rebump will automatically send to the people I send important email to and remind them to respond to my original email. Now instead of having to manually do email follow up, Rebump does it for me.
Cons: There really no cons that I came across. I guess it would be nice if they also supported non-Google addresses.
“Rebump is a very convenient tool that’s a great time saver ”
Overall: It has saved me multiple hours a week since I no longer need to be busy with follow-up emails, and it has taken a great pressure off my workload. The only regret I have about Rebump, is that I did not find out about this amazing app sooner. It could have saved me so much more time. But I guess better late than never, right?
Pros: Since I signed up for Rebump, I have gained an hour or two every day! No more creating and sending follow up emails to my many correspondents. Rebump does the job for me! In addition to the time saving element, it also took a pressure off me, since I had a responsibility to remember to follow up on so many emails daily. Rebump is a real pleasure!
“Rebump is great for automating the process of sending email follow up messages in Gmail”
Overall: I get a lot more people opening and responding to the email I send them. That has helped me to acquire new clients and get work projects done faster.
Pros: I like that Rebump is easy to use, it is very inexpensive, and it allows me to automate sending email follow up messages, which saves me a lot of time. After only using it a short time it has already helped me get a lot more of my email messages viewed and responded to by the business people I send email to, where in the past it seemed that a lot of my email was never even being opened by the people I sent it to or it was being ignored.
Rebump makes the most of every email you send. If your recipient doesn’t respond, you’ve missed an opportunity. Don’t let another one pass by. You can easily monitor the progress of each email and see who has still not replied. Simply click on the Rebump checkbox on emails that you’d like us to send follow-up emails for you.
blog.disruptiveunicorns.com – March 6
ermarketing.net – March 4
lakeonedigital.com – March 3
blogs.constantcontact.com – March 1
blog.opt-intelligence.com – March 1
blog.hubspot.com – February 27
blog.zoominfo.com – February 26
mspgrowthhacks.com – February 17
saturnone.io – February 16
blog.brightvision.com – February 16
homecic.com – February 16
blog.didomi.io – February 15
centricconsulting.com – February 12
yourmoneygeek.com – February 12
digitalpi.com – February 11
internet-work.co – February 10
scottwclifton.com – February 9
brandmasteracademy.com – February 5
timetoshinetoday.com – February 3
startup.jobs – February 3
business.fau.edu – February 1
blog.thomasnet.com – February 1
offers.gorizen.com – January 30
startupbonsai.com – January 29
