5 Steps for Founders to Generate More Leads from Email Nurture Sequences

Introduction

Every successful business needs leads to stay afloat and take off. An effective way of generating more leads is through email nurture sequences which allow you to engage with prospects on a consistent basis. Writing a great email nurture sequence requires time and effort, but it will no doubt pay off in the long run. In this blog, we’ll discuss five steps that founders can take to review and generate more leads from their email nurture sequences.

What is an Email Nurture Sequence?

An email nurture sequence is a set of automated emails that are sent to prospects over a period of time. This allows for consistent follow-up and engagement with leads that have not yet entered the sales funnel. The goal is to turn those leads into paying customers through personalized messages and content. These sequences typically start with an introductory message followed by a series of emails that move prospects through the sales cycle. Colin Scotland nicely explains how 'Email nurturing is essentially an email sequence, sent over the course of weeks or months, that keeps your leads engaged and moving towards becoming clients'

Why is an Email Nurture Sequence important to generating leads?

Email nurture sequences are important for generating leads because they allow you to build relationships with targeted prospects. By providing valuable content and information in each email, you can establish a connection with the prospect and give them the opportunity to move further down the funnel. Nurture sequences also help you stay top of mind with your target market so that when they’re ready to buy, they think of you. Successwise highlight how email nurturing is 'a great way to build long-term, mutually beneficial relationships with minimal time, effort, and spend on your side.'

Where do Email Nurture Sequences fit in the Sales Cycle?

Email nurture sequences are typically used early in the sales cycle to engage with leads and start building relationships. It is important to use them before prospects reach the middle or bottom of the funnel because they will be more likely to respond positively if you have already established a connection. By gaining their trust, you can then move them further down the funnel and closer to conversion.

Five Steps for Founders to Review and Generate More Leads from Email Nurture Sequences

1. Craft Your Goals & Objectives and Plan with Your Team:

Before you create an email nurture sequence, it is important to think about your goals and objectives. What is the purpose of your nurture sequence? Why are you sending these emails in the first place? Once you have identified what you want to achieve from this process, then you need to plan out each step with your team. This includes deciding who will work on each part of the sequence and when it should be sent out. This can be done through a kick off planning meeting or by using project management software.

2. Understand your target audience with data-driven insights from previous campaigns:

Once you’ve identified your goals and objectives, it’s time to understand who you are trying to target. It’s important to create a buyer persona for your campaign – this will help you build targeted emails that will be more likely to resonate with specific prospects. Additionally, use data from previous campaigns and customer feedback to gain further insights into your target audience.

3. Break Up Your Content and Personalise:

When writing emails for your nurture sequence, it’s important to break up the content into small sections so that it is easier to read. Additionally, consider personalising your emails. Try using a prospect’s name or citing recent activities they have taken on your website. This will help prospects feel like you are addressing them directly and increase engagement with your emails.

4. Optimize Your Formatting and Automate Sequence:

It’s important to make sure that your emails are properly formatted and optimized for different devices. Emails should be easy to read on both desktop and mobile platforms. You may also want to consider automating your email nurture sequence so you can send out messages at the most optimal times. This will help ensure maximum engagement.

5. Test & Measure Results:

Once you’ve written and sent out your email nurture sequence, it’s important to measure the results. This will help you identify what’s working and what isn’t so that you can optimize your emails for even better results. Keep track of metrics such as open rates, click-through rates, conversions, and unsubscribers to get a clear picture of your campaign’s performance.

It's also important to review and update your email nurture campaigns regularly. This will ensure that the information you’re sending out is up-to-date and relevant to your audience, while allowing you to proactively identify and rectify any problems or opportunities for improvement.

Here are two examples of good email nurture sequence campaigns by companies:

1. Airbnb’s onboarding campaign: For new users, Airbnb sends out an automated email series that walks them through the entire process of setting up their profile and using the platform. This includes providing helpful tips, such as how to upload a profile picture or find potential rental properties. By inviting users to complete these steps, Airbnb can ensure they are more likely to have a positive experience and stick with the platform.

2. Spotify’s engagement campaign: This music streaming service sends out emails regularly to remind users of their favorite playlists and suggest new songs or artists for them to explore. These emails engage customers by offering personalized recommendations, which makes them more likely to keep using Spotify’s services.

Developing email nurture sequences for campaigns and always on marketing to help generate leads has been an effective activity I have applied to my clients and in previous roles. It can be a complex process, so it’s important to take the time to plan and review your email nurture sequences for maximum reach and effectiveness. By following this five-step guide, you can easily get started on your own email nurture sequence campaigns — ensuring that you generate as many leads as possible with a clear plan.

Conclusion

A well-crafted email nurture sequence can be an invaluable tool for generating leads and building relationships with potential customers. By following the steps outlined in this article, you can create a successful campaign that will help increase your conversion rates and grow your business.

To optimize your email nurture sequences, it’s important to keep track of key performance metrics and review them regularly. This will give you insight into what’s working and where there is room for improvement, allowing you to tweak your campaigns accordingly.

Additionally, including specific calls-to-action (CTAs) in your emails can be a powerful way to encourage recipients to take the next step and convert. With the right strategy in place, email nurture sequences can be an effective tool for driving leads and growing your business.

How can Executive Hurdles help Founders generate more leads from their email nurture sequence?

At Executive Hurdles, we understand the importance of creating a successful email nurture sequence that attracts and converts leads. We offer comprehensive services to help founders create engaging emails that grab their audience’s attention and convert them into customers. Our team can provide support from start to finish, from crafting the initial message to managing campaigns for maximum performance. We look at key metrics such as open rates, click-through rates, and conversions to ensure campaigns are successful. With our help, founders can rest assured their email nurture sequences will deliver better results than ever before. Reach out to us today and let’s discuss how we can help you create the perfect email nurturing strategy for your business.