Customer/Lead Email Nurturing Strategy

• Overview
• Targeted Email Strategy
• Targeted “Customer Journey”
Emails
• “Promotional” Emails
• Lead Nurturing Hygiene
• Lead Scoring
Customer/Lead email nurturing strategy

Marketing Funnel
Awareness - Attraction
Consideration - Engagement
Intention - Nurturing
Evaluation - Selling
Purchase - Close
Where are your leads, customers
and prospects in the sales and
marketing funnel?

Awareness / Attraction
Getting the audience interested in the brand
and the product; getting them to the website or
the phone; brand awareness.
Channels & Tactics:
• Print Advertising
• Trade Shows
• Search Engine Marketing
• Direct Mail
• Content Marketing
• Social Media
• Direct Engagement
Marketing Funnel

Consideration / Engagement
Audience-generated activity: researching. The
audience member has indicated an interest in the
product category, brand and products. Engaging
on website or calling: catalog requests. Lead:
Prospect.
Channels & Tactics:
• Trade Shows
• Direct Mail
• Social Media
• Email
Marketing Funnel

Intention / Nurturing
Audience member is a lead (suspect vs.
prospect), has indicated a deeper interest in the
brand and product through behavior and
engagement with the brand based on identified
qualifications. Degree of intent has been
initially qualified, and primed for nurturing.
Channels & Tactics:
• Print Advertising
• Trade Shows
• Email
• Direct Mail
• Social Media
Marketing Funnel

Lead is qualified and transitioning to the
opportunity phase. The next step requires
customized information for their project in one
way or another and is converted to an
account/contact/opportunity, ready to be sold.
Channels & Tactics:
• Social Media
• Direct Email
• Resource Offers
• Sales Tools / Resources
• Email
Marketing Funnel

Marketing Funnel
Purchase - Close
Purchase - Close
Customer has gone through the process and is
ready to buy, final negotiations and details are
reviewed for the sale.
Channels & Tactics:
• Direct Email
• Resource Offers
• Sales Tools / Resources
• Negotiations & Sales Tactics

Customer Journey Email Touch Points
Goal:
• Entice and move to engagement
Requirements:
• Capture Email Addresses
Encourage Email Sign Ups:
• Ask
• Provide quality content up front to entice for
more
• Direct Targeting (remarketing) for content offer
sign up
• Once email address received, begin nurturing
• Welcome
• Resource links
• Confirm information, ask qualifying
questions, offer resources

• New lead cycle follow up
• 5/10 days, 14 days, 21 days
• 30 days - Are you still interested, would you like a call,
would you like to be removed
• 90 days – we have not heard from you, we will remove
you from our list unless you request to stay on
Goal:
• Further Engage, push to intention
• Learn more about the customer
• Convey value, quality
• Promote products, service
Requirements:
• Capture behavior per user
• Trigger marker
• Audience Identification
• Quality scoring
Targeted Emails:
• Request follow up
• Confirm request (catalog, require verification
of address,
• Qualifying Questions, additional information)
• Post send
• confirmation of receipt of resource, directing
to additional content, notification of follow up
• errors – returned mail, bad phone, no
response
• Relevant Content Delivery - Audience type,
Behavior/activity

• Qualified lead cycle follow up (re-engagement)
when will your project restart?
• 90 days – we have not heard from you, we will remove you
from our list unless you request to stay on
Goal:
• Move to evaluation
• Information gathering
• Personalizing engagement
Requirements:
• Capture behavior per user
• Trigger markers
• Audience Identification
• Quality scoring
Targeted Emails:
• Offer services - Design, consultation, tools (app,
planning tools, resource, quote, samples)
• Identify barriers – budget, timing, overall project
• Identify partners – are you working with …. Who?
Would you like us to contact them on your behalf?
• Schedule follow ups

• Qualified lead cycle follow up (re-engagement)
when will your project restart? We are closing the quote,
pricing will expire.
• 30 days – we have not heard from you, we will remove you
from our list unless you request to stay on
Goal:
• Engage the customer
• Quote the Customer
• Drive to Convert the sale
Requirements:
• Opportunities
• Trigger Markers
• Telemarketing / Sales Engagement
Targeted Emails (Not Automated):
• Templates for resource follow up by reps (with
collateral)
Targeted Emails (Automated):
• Time-based no response/activity
• Resource/collateral follow up

Purchase - Close
• Buyer/non-buyer/Inactive cycle follow up
(re-engagement)
• Would you like to stay on our list
• Do you have any projects, referrals, needs
• xx days – we have not heard from you, we will
remove you from our list unless you request to stay
on
Goal:
• Close the Sale
• Delight the customer
Requirements:
• Opportunities + Quotes
• Trigger Markers
• Sales Engagement
• Customer Service engagement (post sale)
Targeted Emails (Not Automated):
• Templates for resource follow up by reps (with collateral/final quote)
• Post Sale emails
• Sales process status emails (combined with non-automated)
Targeted Emails (Automated):
• Time-based no response/activity
• Escalation emails internally and externally
• Closed changed, closed lost, reason follow ups
• Sales process status emails (combined with non-automated)
• Closed won, lost follow up information – survey, referrals,
recommendations

Customer Journey Emails
Customer signs up for email list
1. Welcome (immediate)
A verification to confirm opt-in, initial welcome.
2. Confirmation / Qualifying (next day)
Thank you, brief intro, asking about their project. Phrased accordingly based on type of customer.
3. Informational (2-3 days post original sign up)
Confirm receipt, follow up touch, and drive to next stage based on audience type/persona
• Target Audience 1 – deliver or send to relevant content
• Target Audience 2– deliver or send to relevant content
• Target Audience 3– deliver or send to relevant content
• Target Audience 4 – deliver or send to relevant content
4. "Promotional“ (based on self-qualifying information provided)
See Promotional email section for recommendations based on audiences and stages.
5. Awareness Stage Lead Nurturing / Attrition Cycle
If the customer does not respond, remove from the list

Customer requests something from you (collateral, general
information)
1. Confirmation / Validation
Thank you for the request, confirm the request, validate the information it is to be sent.
2. Confirmation of Receipt (designated days after sent)
Confirmation of receipt of the content requested, notification of telemarketer call, directing to other resources
based on customer category and scoring.
4. Consideration Stage Lead Consideration / Attrition Cycle

Customer is a hot lead, and newly or deeply engaged with our content and platforms.
1. Exploratory
• In this stage the goal is to engage the lead/customer by asking questions and further qualify the prospect, while gently
suggesting the next steps. These are tailored based on the information you have already gained from the audience
member in the previous stages, and a chance to find out more.
• Questions should lead the person to the next stage BASED ON THE PERSONA, or on specific information provided, by
offering solutions and information that is specific to their needs and interests, and to drive them to direct contact.
2. Service Offer & Appointment Scheduling
• In all cases direct to other resources, based on what they’ve selected and who they are, each designed to move them to
the next stage, to talk to a skilled telemarketer or sales professional.
• Based on the previous emails, send out appointment “forms” for times, or encourage email responses to have us call
them directly with the times.
4. Intention Stage Nurturing / Attrition Cycle

Pre-Opportunity Opportunities – customer is qualified and now requesting a custom
or higher value offer from you.
1. Confirmation /Validation
• Confirmation and validation of the request and information provided
• Request additional information about the project to qualify further
2. Email Templates
Email templates provided for telemarketing/sales/CS to send the information to the customer or provide the answers
they requested.
3. Confirmation of Receipt / Request Status
Specified number of days post send, confirmation of receipt of information, or status of request. Notification of
timing of follow up. Ability to set an appointment for a call in the email.
5. Intention Stage Evaluation/ Attrition Cycle

Purchase - Close
Customer has an open opportunity and needs to be closed.
1. Confirmation /Validation
Confirmation of receipt of the quote/offer and it meets expectations.
2. Email Templates
Email templates provided for sales/CS to send the information to the customer or provide the answers they
requested.
Post Sale emails & Templates for shipping/delivery status, reminders.
3. Time and Status Based Follow ups
Time-based automated internal and external emails for non-closed opportunities with
quotes.
4. Closed Status Emails
Time-based automated internal and external emails for non-closed opportunities.
6. Intention Stage Purchase / Attrition Cycle
Closed lost: Reason: follow up
based on additional offer,
feedback request. Bought
Elsewhere, Where? Why? No
response (re-engage, can offer an
extension on price).
Closed Won: What to expect on
delivery, resource videos for use,
information for installation,
request feedback, survey, 3-6
month follow, feedback,
testimonial, profile.

“Promotional & General” Emails
Targeted content based on behavior, category and activity should be
sent based on audience current stage in the sales funnel.
These emails are used to convey higher focus information about your
brand and company, the category, announcements, and suggestions to
the general audience.
Leads and customers who have been removed from your lead
nurturing cycle and removed from your database should continue to
receive these emails unless otherwise unsubscribed.

“Promotional & General” Emails
Segmented General Emails based on Stage and Customer Category (these can also be further
hyper-targeted based on any trigger, but to begin the process they should be sent monthly with the
following themes (understanding that <6month customers are also receiving additional emails).
Content selection and development, design and messaging will vary based on audience type and
age.
> 6mo., unknown, none (Awareness and Consideration)
• Goal/Objective: Keep your brand top of mind when project becomes viable; engage with your resources and content.
• Types of Content: value proposition and ideas, informational, general awareness, news and events: drive customers to begin
the purchase process
> 3-6mo (Intention/Nurturing)
• Goal/Objective: Move customer to deeper engagement, evaluation and selling; Engage with directly
• Types of Content: Resources, more detailed content, comparisons, data sheets, reviews, case studies, PLUS: Press releases,
events, new product information.
> 0-3mo (Intention/Nurturing)
• Goal/Objective: Finalize your project; Engage directly
• Types of Content: Overcome Potential barriers: value proposition, breadth of products, tools, resources, and drive a
consultation.

• Overview
• Targeted Email Strategy
• Targeted “Customer Journey” Emails
• “Promotional” Emails
• Lead Nurturing Hygiene
• Lead Scoring
Customer/Lead email nurturing strategy

Housekeeping – Purge Your CRM of Bloat
Leads
Marked unqualified
No responses
Do not emails
Do not calls
No address
No follow up notes or activities
Marked dead or purge
Notes indicate price fishing
with no activity post
Dead, inactive, unqualified/disqualified, incomplete entries in your CRM or Customer
Database contribute to additional costs (direct storage costs) and resource drain.
Remove non-performing, not-interested, or inactive records. Detailed criteria,
category/type and time frames for the filters can be determined, but should include:
Contacts / Accounts
Status = Dead
Recovery Status = Dead
Aged non-buyers
Aged non-responsive
Verified inactive with notes
(retired, not interested, remove from list)
Do not calls and email
no follow up notes or activities
Close lost = Cost

Past Buyers (non-recent)
Back up in external DB for storage, reference, warranty
Status = Dead or Inactive
Recovery Status = Dead
No response / Activity for 180 days
No scheduled follow ups
Email opt outs
Do Not Call
Verified inactive with notes
(retired, not interested, remove from list)
Do not calls and email
Housekeeping – Purge Your CRM of Bloat

Lead Scoring
Content Consumption
• Digital Catalog request
• Print Catalog request
• Content download
• Email responsiveness
• Promotional emails
• Automated emails
Weight lead quality based on a combination of their self-identification questions,
Customer category/type, Source & Campaign, geographic/demographic information,
and behavior.
Some of the behavioral indicators include:
Campaign
• Based on past performance of the campaign leads
• Multiple campaigns
• Referral
Engagement level
• Number of times contacted
• Number of requests
• Platform engagement (if homeowner)
• Involvement in other projects
Lead scoring allows you to initially weight the
quality of your leads based on what you have
identified as higher value. This often includes
demographic information, gender, and interests. It
is important to remember when setting lead scoring
protocols that you weight ONLY those
characteristics you collect. Otherwise you risk
improper scoring, and ignoring valid leads.

Customer/Lead Email Nurturing Strategy

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Customer/Lead Email Nurturing Strategy