Download to read offline
Uploaded byemfluence
Building the right email nurture for your audience
The document discusses lead nurturing, defined as cultivating relationships with potential buyers over their sales journey, and the role of marketing automation in effectively managing this process. It highlights challenges and necessary elements for a successful lead nurture strategy, including relevant messaging, accurate data, and stakeholder buy-in. Real-world examples demonstrate how various businesses utilize automation for improved engagement and conversion rates.
More Related Content
![[Workshop] Turning Paid Traffic Into Paying Customers](https://cdn.slidesharecdn.com/ss_thumbnails/workshoppaidtrafficbyericfarmer-170417172746-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Building the right email nurture for your audience
Building the right email nurture for your audience
- 1. #emflconf@emfluence David Cacioppo, emfluence david@emfluence.com Buildingthe Right Lead Nurture Series for Your Audience @dcacioppo
- 2.
- 3. #emflconf@emfluence What is leadnurturing? Lead nurturing is the process of building a relationship with prospective buyers who are not ready to buy yet, developing relationships with them at every stage of the sales funnel, and through every step of the buyer’s journey.
- 4. #emflconf@emfluence What is marketingautomation? Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.
- 5. #emflconf@emfluence Why is itso important? Leads are Expensive.
- 6. #emflconf@emfluence Why is itso important?
- 7. #emflconf@emfluence You have twooptions. Reduce the cost per lead. Or, increase the close rate.
- 8. #emflconf@emfluence Lead nurturing isnot new. It’s the new normal.
- 9. #emflconf@emfluence Lead nurturing isnot new. It’s the new normal.
- 10. #emflconf@emfluence Brand Inconsistency &Unstructured Outreach
- 11. #emflconf@emfluence Four Part LeadNurture Series Over 10 Days Data enters and exits group via syncs with CRM.
- 12. #emflconf@emfluence Challenges • Resistance fromthe Admissions Advisors • Buy in from Management • Budget approval • Data synchronization • Messaging approval To get things moving it was positioned as a short term test.
- 13. #emflconf@emfluence Automation. It works.It really works. The test increased the close rate by 5% for ˜15 Admissions Reps. Rolled out to over 400 Admissions Reps and began A/B testing. Revenues were at $2.1 Billion in 2011. (DeVry Annual Report)
- 14. #emflconf@emfluence What about therest of us? What are we doing now? What should we be doing?
- 15. #emflconf@emfluence Spend Your TimeWisely Survey of where email marketers focus most of their resources.
- 16. #emflconf@emfluence Spend Your TimeWisely Most marketers are focused here.
- 17. #emflconf@emfluence Spend Your TimeWisely They should be focused here. These tactics pay off consistently and over longer periods of time.
- 18. #emflconf@emfluence Of the marketerswho buy into the concept of automation, what are their goals?
- 19.
- 20. #emflconf@emfluence We know whywe should do it. We know we need goals. Now what? Six Major Categories of Nurturing and Automation
- 21. #emflconf@emfluence Categories of Nurturingand Automation • Triggers, Auto Responders and Transactional (single message) Order confirmation, profile view, weather alert, password change • Welcome and Onboarding (1 to 3 messages) • Lead Nurture (3 to 10+ messages) • Event Promotion and Registration (5 to 10 messages) • Life cycle and engagement (may be in the dozens) • Win back – Re-engagement (fewer than 5)
- 22. #emflconf@emfluence What you needto make it happen • Strategy • Data from your CRM, website, custom app, or shopping cart • Marketing automation platform • Stakeholder buy in • Production resource
- 23. #emflconf@emfluence Keys to Winning •Relevant Messaging • Accurate and Accessible Data • Appropriate Timing
- 24.
- 25. #emflconf@emfluence Small Business Example Businessto Consumer Services KC Waterproofing
- 26. #emflconf@emfluence KC Waterproofing Relevancy: Theyalready know I have a problem. Data: Simple CRM – basic contact info, service needed, ability to track through the sales funnel. Timing: Immediate need confirmed. Reinforced need based on weather forecast.
- 27. #emflconf@emfluence KC Waterproofing Appointment followup and estimate. Data in use: Basic contact information Specific need for service (foundation issue)
- 28. #emflconf@emfluence KC Waterproofing Weather Alert– Sales Nudge Data in use: Basic contact information Specific need for service (foundation issue) Weather info
- 29. #emflconf@emfluence KC Waterproofing Estimate sent,upsell Data in use: Basic contact information Advance in CRM to estimate stage
- 30. #emflconf@emfluence KC Waterproofing Accepted estimate,scheduling and billing procedure Data in use: Basic contact information Advance in sales funnel in CRM to closed/won
- 31. #emflconf@emfluence KC Waterproofing Preparing forappointment Data in use: Basic contact information Appointment date Advance in CRM to appointment stage
- 32. #emflconf@emfluence KC Waterproofing Scheduling andSupervisor Assignment Data in use: Basic contact information Advance in CRM to scheduling stage Supervisor assignment
- 33. #emflconf@emfluence Small Business Example Businessto Consumer Services Gutter Cover KC
- 34. #emflconf@emfluence Gutter Cover KC Relevancy:They already know I have a problem. Data: Simple CRM – basic contact info, known need, tracking through the sales funnel. Timing: Immediate need confirmed.
- 35. #emflconf@emfluence Gutter Cover KC Appointmentfollow up, reassurance from multiple review sites Data in use: Contact info for both decision makers Specific problem(basement flooding) Current information about review sites
- 36. #emflconf@emfluence Gutter Cover KC 2ndappointment follow up, additional reassurance of quality Data in use: Basic contact info Product quoted
- 37. #emflconf@emfluence Gutter Cover KC Estimatesent Data in use: Basic contact info Link to estimate
- 38. #emflconf@emfluence Major Retailer Abandoned CartExample Business to Consumer Amazon
- 39. #emflconf@emfluence Amazon – AbandonedCart Relevancy: Item was added to my cart, they know I am interested. Data: CRM – basic contact info, shopping cart ID and URL structure, product info. Timing: Within 48 hours of initial search.
- 40. #emflconf@emfluence Major Retailer LifecycleExample Business to Consumer Amazon Echo
- 41. #emflconf@emfluence Amazon Echo –Order Confirmation Relevancy: Confirmed purchase. Data: CRM –contact info, item purchased, delivery info, lookup table for additional items to consider. Timing: At the point of shipping.
- 42. #emflconf@emfluence Amazon Echo –Welcome Relevancy: I own a brand new echo. Data: Account info, shipping timeline and product purchased. Timing: Within a few days of the product arriving.
- 43.
- 44. #emflconf@emfluence Amazon Echo –Cross Sell
- 45. #emflconf@emfluence Amazon Echo –Engagement Series
- 46. #emflconf@emfluence Amazon Echo –Engagement Series
- 47. #emflconf@emfluence Amazon Echo –Intro to Shopping
- 48. #emflconf@emfluence Amazon Echo –Ongoing Cadence
- 49.
- 50. #emflconf@emfluence BabyCenter – LifecycleEngagement Relevancy: Self identified has having a newborn. Data: CRM – basic contact info, baby DOB. Timing: Timed with the DOB and then milestones throughout the campaign.
- 51.
- 52.
- 53. #emflconf@emfluence Software as aService Business To Business Lifecycle Campaign
- 54. #emflconf@emfluence Twilio Lifecycle Relevancy: Selfidentified as interested. Data: CRM – basic contact info, business info, level of interest, potential as a client. Timing: Immediately begins on registration.
- 55. #emflconf@emfluence Twilio Lifecycle -Welcome Welcome message
- 56. #emflconf@emfluence Twilio Lifecycle Sales outreach,qualification Data in use: contact info assigned account rep.
- 57. #emflconf@emfluence Twilio Lifecycle Engagement Data inuse: contact info
- 58. #emflconf@emfluence Twilio Lifecycle Engagement Data inuse: contact info
- 59. #emflconf@emfluence Twilio Lifecycle Engagement Survey Datain use: contact info
- 60. #emflconf@emfluence Twilio Lifecycle –Win Back Win Back email Data in use: contact info last log in date
- 61. #emflconf@emfluence Social Network Profile BuildOut Campaign
- 62. #emflconf@emfluence Athlete Network –Profile Buildout Relevancy: I registered. It’s all about me. Data: CRM/Custom Application with profile information. Timing: Immediately or very soon after registration.
- 63. #emflconf@emfluence Athlete Network –Profile Buildout Missing employment information
- 64. #emflconf@emfluence Athlete Network –Profile Buildout Missing five traits information
- 65. #emflconf@emfluence Athlete Network –Profile Buildout Missing athletic goals information
- 66. #emflconf@emfluence Athlete Network –Ongoing Engagement Engagement tactic to drive member back to the site.
- 67.
- 68.
- 69.
- 70. #emflconf@emfluence David Cacioppo, emfluence david@emfluence.com Buildingthe Right Lead Nurture Series for Your Audience @dcacioppo