Nurturing Leads Using personalized auto-responder emails

to nurture leads.

Many companies — even marketing-automation companies — use the terms drip marketing and nurture marketing interchangeably, but these two campaign

styles have different purposes and different approaches.

This is about nurture marketing.

First: some background.

Drip and nurture campaigns have been shown to increase qualified leads for

businesses by as much as 451%.

Drip marketing

Deployed on a pre-determined schedule.

Sent to a broad audience and geared toward education, branding, or

positioning of a product.

Ongoing, generalized messaging.

Nurture marketing

Deployed as a response to an action.

Sent to a targeted audience and geared toward nudging (or shoving) leads through

the sales funnel

Ongoing, personalized messaging.

In practice If you subscribe to Spider Trainers or complete one of our forms, you will receive (or have received) a welcome email. You have joined our nurture program.

In practice

We can infer — based upon the topic of the download — that you are a marketer,

or at least interested in marketing.

In practice

With this in mind, we will send you more emails with marketing-related topics.

In practice

When you click the call-to-action (CTA) button or link in one of the nurture emails,

you will receive an auto-responder or transactional email.

This is also known as a nurture email.

In practice

In the nurture email, we personalize the greeting and reference the

publication you requested.

In practice

We also again provide a link to the publication —

in case you missed it the first time around.

In practice

With each publication download (click on a CTA), we come to better

understand your interests.

In practice

In subsequent emails, we will continue to strive to provide links to content we feel you

would find most interesting.

In practice

Each interaction you have with our email — opens, clicks, visits, downloads, and sharing

— contributes to our assessment of how interested you may be in our services.

This is called lead scoring.

In practice

When and if you reach a predetermined threshold in the lead-scoring process, our client relations team will reach

out for a one-on-one discussion.

In your company, this call might come from the sales team.

In practice

Lead scoring is a very valuable practice that brings the sales and marketing teams

together in pursuit of a common goal.

In practice

If you choose not to interact with our messages for a pre-determined time period,

you will be moved from the nurture program into the drip program.

In practice

Drip emails are sent less frequently, but often enough to remind you of our services.

In practice

If a you do not interact with our drip program, your contact information

will be archived and removed from our active marketing lists.

See our publication, Celebrate Unsubscribes

In practice

Once we have archived your contact information, you can only rejoin our active drip or nurture program by completing a subscriber form or gated-content form.

In practice

This has been an example of a simple nurture program.

Some programs have dozens, hundreds, even thousands of steps.

In practice

Spider Trainers builds custom blast, drip, and nurture programs

for companies like yours around the globe.

In practice

We would like to build one for you.

In practice Blast welcome email to subscribers with A/B test of various CTAs

EmailThank you for subscribing• Social sharing• Website link• Contact info• No interaction• Call to action

Drip emailStatistics

Drip emailLetter frompresident

Drip emailIndustry news

Drip emailPress announcement

Passive path (drip campaign)

Hand o! to sales team.

Nurture emailGated:Video

Nurture emailGated:Free trial

Nurture emailGated:Price list

Nurture emailGated: Meeting request

Active path (nurture campaign)

Click?

Click?

Click?

Buckets to

differentiate

engagement types

Clicks on links indicate

mild interest, and go to passive

path. Clicks within passive path

sends to active path.

Welcome email

to set new subscriber’s

expectations.

Clicks on CTA

indicate interest and

thus go directly to

active path..

If no clicks occur on

nurturing emails, can indicate

a lack of sales readiness.

Return to drip campaign.

Progressive prof iling

and lead scoring will help

sales and marketing classify

sales readiness.

Drip content to broad

audience for education, branding,

positioning, and selling (B2C) your

products.

Spider Trainers

Contact us As experts in drip and nurture marketing, Spider Trainers is chosen by companies to amplify lead and demand generation while setting standards for design, development, and deployment.

Chuck Meyer. Client relations manager 651 702 3793 cmeyer@spidertrainers.com http://www.spidertrainers.com