What is Lead nurture sequence?
The lead nurture campaign is sent to leads gathered from different sources to nurture relationships with them and convert them from leads to customers.
🎯 The goal of this sequence
To warm up leads coming from different sources.
To engage the audience and facilitate brand recall.
To nudge people down the funnel and get them to book a demo.
Enterprise or high-touch sales have different goals for this sequence. Slintel, for example, uses this sequence to qualify its leads for sales. MQL to not-SQL is a blanket sequence about the value of Slintel. SQL to not-op is estimated to downfall due to data committee and budget.
💼 Expert tip
"Create two lead nurture email flows for MQLs and SQLs for better targeting and personalization."
-Aishwarya Hariharan, Slintel
Recommended emails in this sequence: 4 emails
Optimal flow time: 2-3 weeks
Emails in this sequence
- Email # 1: Offer a resource
- Email # 2: Follow up
- Email # 3: Case study/testimonial
- Email # 4: Offer email
Email # 1: Offer a resource
📩 Why this email
Provide your audience with other resources (ebooks, webinars) that they might find helpful. Get people to sign up to receive your newsletter. And establish a presence as a thought leader.
💼 Expert tip
"A good email sequence should take the lead from awareness to action. Constantly delivering interest and desire-provoking material. Make sure to display case studies, help material, and any awards as social proof."
-Ilija, Mailbutler
Email # 2: Follow up
📩 Why this email
Send them a follow-up email based on their activity or inactivity. Send them resources related to their interests. You can also ask them for their preferences to understand what they want from you.
💼 Expert tip
"Usually, with lead nurture emails, people aim to educate their audience, build awareness, etc. While that's good, it's also important to focus on your brand positioning and differentiation to show your lead how you are different from your competitor and why they should choose you."
-Prasanna Venkatesh, Springworks
Email # 3: Case study/testimonial
📩 Why this email
Show how people can use your product to solve their pain points. Provide social proof of how effective your product or service is. Re-engage leads who were interested in certain industries or features.
✅ Best practice
Only send testimonials or case studies of brands in their industry, niche, or closely related.
Email # 4: Offer email
📩 Why this email
Entice users to try out the product by providing special offers for a limited period.
✅ Best practice
The offer should be significant and exclusive to your subscribers so they'll feel like they're getting a good deal.
⛔ Sequence exit
Based on user actions (or inaction), send them to the free to paid, demo booking, or onboarding.
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