Killer Email Nurturing Sequences: 12 Essential Characteristics

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

  1. 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
  1. 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.

  1. 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.

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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.

  1. 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.

  1. 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.

  1. 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.

  1. 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
  1. 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.

  1. 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.

  1. 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.

  1. 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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How B2B Brands Can Identify Their Target Audience

How well do you know your brand’s target audience?

Or, how well do you think you know your target audience?

We find that many brand managers in Europe assume they know their audience very well indeed. They might even have a very clear image in their head of the type of individual they are trying to target with all of their advertising and marketing strategies. 

What is often the case, however, is this image in their heads isn’t always completely correct. When it comes to targeting your audience in Europe and motivating them into making a purchase, you need to ensure that your understanding of this group is bang on. Any slight differences between what’s in your head and your audience could result in some of your targeted work falling flat.

If you know that you have this problem in your business currently, here are steps to take to understand your target audience better. If you follow them through, you’ll know how to discover your target audience and start fine-tuning your aim for them in all your campaigns.

Brainstorm your target audience.

The first thing you should do is sit down and brainstorm what you already know about your target audience. Think about the characteristics that all of the individuals who are most likely to buy your products will share. Are they in the same age group? What is their job title; what kind of salary do they earn? You should also look at the common challenges, needs, and objections that this group of people might face in their life.

One great tip is to take a look at the audience that your competitors are targeting. How does that group differentiate from yours? Examine the data-driven insights using the right tools to understand the entire funnel, and how you can leverage this data to incorporate your USP to retarget.

Take advantage of brand trackers.

Use a brand tracker to get measurable and actionable data on your audience. This data can give you various, but specific insights. For instance, tracking brand awareness will tell whether or not your ideal target audience actually knows about you. As well as that, tracking brand consideration will show if they would consider using your brand. You can also track this data for your competitors and compare how your brand fares against them. 

In addition, you might even discover that this isn’t actually the best audience for you to be targeting. By digging deep into all of this brand tracking data, you might see new audiences appear that you had never previously considered. Just make sure to choose a brand tracker that caters to niche audiences.

Develop a persona for your target audience.

Now it’s worth creating a persona of what the quintessential member of your target audience is like. There are so many benefits from audience personas, so why not use it?

For example, if you target the millennial generation, go beyond a generic idea of a millennial and think more closely about who you are selling to. If you find that millennial females who live in urban areas and work in the tech sector buy your product more than anyone else, then their defining features and characteristics should also be those of your audience persona. 

Once you have made a persona, it’s important that you inform everyone on your team. To keep everyone on the same track with all their strategic work, you all need to be targeting the same persona.

Start targeting.

Now that you know who you are aiming at, it’s time to start trying to reach them. In order to target your audience, focus your efforts on the channels they use most often. 

If you know that your target audience spends a lot of their online time using Twitter, then it’s worth starting a campaign on that social media platform. However, if you are targeting an older audience who might prefer to spend their evenings in front of their TVs than tweeting, think about running some TV adverts.

Researching the channels that your audience use really can help you immensely — not doing so could end with you shooting blindly and completely missing. 

How does running marketing campaigns help find your target audience, you may ask. Well, how can you be positive that they are the audience for you unless you see if they work? And don’t forget…

Continue to monitor.

So you research your target audience well and then start to target them using suitable methods and channels. Job done, right? Not quite.

Sure, you’ve taken the right kind of steps so that the right kind of consumers will see your brand marketing. But how do you know whether that’s really happening once your adverts and promotions are out there in the wild? How do you know that they are helping your sales?

Keep your eye on the ball and monitor how your marketing efforts are doing. You can do this by tracking your brand guidelines and campaigns to make sure that they are hitting the spot. 

It’s also worth noting that target audiences can change or shift over time, so monitoring them is a continuous task for every brand manager. As long as you do make monitoring a habit of a lifetime, then there’s no risk of you ever being left behind by competitors. 

Those steps don’t sound too difficult, right? If you follow through with them, you should discover new things about your target audience that you might never have realized. And those nuggets of wisdom could help you polish up your marketing campaigns like never before. 

Not only that, but you can now carry out all of your campaigns confidently, as your target audience shouldn’t be even easier to reach.

By: Steve Habazin Entrepreneur Leadership Network VIP

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Adam Erhart

How To Identify Target Market | Target Market Examples Click here to subscribe: https://bit.ly/2HxjQRa If you don’t properly identify your target market then none of your marketing will work. Period. Not your ads, not your content, not your website, not your social media, nothing. It will all fail miserably. And I don’t want that for you. So in this episode I’m going to be breaking down exactly how to identify your target market and give you a few examples of what that might look like for your business. ***Marketing Resources: Work With Me: https://bit.ly/2FY2vzF Our Advertising Agency: http://aerh.co/1oVVeEc Facebook Ad Image Guide : https://bit.ly/2H9EPt9 FAST Content Formula : https://bit.ly/2JEu5kz 60 Second Video Ad Script : https://bit.ly/2GQF0Kl One Page Marketing Plan : https://bit.ly/2v6HPBp ***Let’s Connect: Website: http://adamerhart.com Click here to subscribe on YouTube: https://bit.ly/2HxjQRa Twitter: http://twitter.com/adamerhart Facebook: http://facebook.com/officialadamerhart Instagram: https://www.instagram.com/adamerhart

How To Generate Qualified Leads With Sendley Autoresponder

With Sendley your sales increased massively with higher open & clicks rates due to the amazing 3-in-1 platform . Within minutes, you will able to sync your current contacts to quickly create chatbots to send replies, emails & SMS messages all automatically by either scheduling or blasting at once. Sendley allowed you to generate more leads from post comments providing more engagement on your social media posts & promotions.

If you are seeking a proven & trusted platform to quickly blast your offers across social media or to build your email list, then you highly recommend that you get access to Sendley today. Connect your pages to sendley. or upload you exsiting emails/SMS Subscribers without any approval. Create chatbots, send automated replies, send automated emails/SMS, schedule broadcasts or blast one time.

Convert all your leads, post commenters, get more open and click rates, and grow your business with tools that your competition isn’t using. Send messages and emails with user’s name, email, place or even birthday, just select from predefined tags or create your custom tag and use it.

Use the most engaging chat platform to provide support to your customers, answer presale questions, send quotes and close more clients. Add the bots to your site or plugin integration to send message to visitors who abandoned the cart and get 150% more sales. Connect your favorite SMS API and send messages worldwide. Sendley effectively manages all the phone leads, sort them according to country and locale.

Upload your existing leads and phone numbers inside dashboard and send broadcast to them without any approval process. Send or schedule news and updates to your subscribers with non-promotional broadcasts and increase engagement and brand reputation. Automatically reply comments on your pages and post by keyword filer or turn all the people commenting on your page into messenger leads to send message later.

Send Unlimited Messenger Broadcasts

  • 1-Click message broadcast and scheduling features
  • Subscriber segment broadcast features
  • Send promotional messages features
  • Broadcast templates

Comments to Commerce

  • Auto Comment on Posts as Page
  • One-time & Repeat Comment
  • Auto Comment Templates
  • Emoji Picker
  • Comment Automation and Scheduing
  • Convert Post commentors as subscribers

Let the “bots” work for you

  • Auto Private Reply for commments
  • Auto comment reply on comments
  • Auto like the comment
  • Word base filtering for private reply and comment reply
  • Subscriber Segmentation
  • Chatbot widget on websites
  • FAQ builder
  • Emoji Library

Visual Follow Up Messenger Sequence

  • Send instant or delayed or reply
  • Welcome Messages
  • Chat with Human Settings

Create a messenger based lead funnel for your ecom business
Step 1: Ask visitors a question
(for eg. Send questions like “See if you qualify” or “Are you interested!”)

Step 2: Offer valuable content right away
(for eg. Here’s what most people want to see when coming to our site)

Step 3: Step 3: Collect the most sensitive information last and close
(Ask for emails or phone numbers in last and then close on another channel.)

Send Customers holiday invites, pre-order invites, invites to live runway shows, notifications to browse for gifts, and more.Now, the brand chatbot is more sophisticated as it can automatically connect customers to a customer service representative. You can also use it as a store locator or to find one of the brand’s consultants.

Just by integrating their messenger bot into their marketing strategy, the brand has been able to build trust, loyalty, ad in-store conversions, and engagement and many more…

Source: https://sendley.io

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