Fundamentals of a Successful Email Nurture Sequence

Behind every successful business is a well-crafted email nurture sequence. When set up successfully, it essentially acts as a highly efficient salesperson, working around the clock to help convert potential customers into qualified leads for your sales team.

Why Is an Email Nurture Sequence Important?

Many business owners forget that less than 3% of your market is actively ready to make a purchasing decision¹. While 37% are in the consideration stage and doing research.

Designing a successful email nurture sequence plays directly to this.

Tip #1: Provide Value

Leading on from above, you want to make sure you provide more value than you take. The 80/20² rule applies here: 80% of the time, provide amazing value to your target audience, and 20% of the time, ask for a certain action step that brings them closer to becoming a customer.

It is a common mistake for businesses to ask for a huge commitment from a potential customer, such as a discovery call or sale, straight away. Consider a good email nurture sequence like dating. You’re not going to ask someone to marry you after the first one or two dates, are you?

Tip #2: Set a Strategic Cadence

Another common mistake businesses make is they spend all this time developing an eBook or whitepaper for their potential customers to download, however they have no follow up emails being sent at regular intervals.

Follow with a monthly newsletter to stay visible with contacts who aren’t ready to convert yet.

A PROVEN APPROACH IS 5-7 EMAILS SPREAD OVER 14 DAYS, FOLLOWED BY A MONTHLY NEWSLETTER.

Then add this sample sequence outline:

Email 1: The Problem: Subject line: “Still dealing with [specific pain point]?” Focus entirely on naming the problem your audience has, with no pitch.
Email 2: The Proof: Subject line: “How [type of company] solved this in [timeframe]” Share a case study, data point, or result to build credibility before asking for anything.
Email 3: The Offer: Subject line: “Ready to fix [problem]?” Make a clear, low-commitment ask: a call, a demo, or a resource download.

Tip #3: Subject Lines Matter

Writing eye-catching subject lines and preview texts can make or break your email nurture campaigns. 69%³ of email recipients report emails as spam based on the subject lines alone. Dismissing the importance of headlines would be a huge mistake.

The subject line will also have the biggest impact on your open rate, so don’t be afraid to A/B test.

Summary

Having a good email nurture sequence can be one of the greatest assets a company can produce. It can showcase your brand, highlight who you are, and generate warm, consistent leads for your sales team on autopilot. Focus on providing value, setting a cadence and mastering your subject lines.

References

¹ Fray College
² Forbes
³ Convince and Convert

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Fundamentals of a Successful Email Nurture Sequence - Chaz_Coloured_Background.jpg

Chaz O'Loughlin

Head of Growth

Approaching half a decade in digital marketing, I’ve had the privilege of collaborating with over 200 brands across multiple niches. Prior to joining the team at Qualified Leads, I was Head of Performance at one of New Zealand and Australia’s leading digital agencies, where I collaborated with industry leaders, contributing to business growth across international markets.