Why You Should Have An Email Nurture Program


A lot of people struggle with outbound email programs. We’re here to help.

Who’s on Your Email List?

For a nurtured email program, you’ll have potential clients that aren’t ready to sign up yet, people who are unqualified for your services but might be in the future, and those who’ve left you on your list. Clients may have left you either because they no longer need your services or they went with a competitor.

Reasons for an Email Nurture Program

An email nurture program is something that takes the minimum amount of work to get a high return of more clients or leads in the pool of clients who either left or did not need or want your services. The goal is that you are showcasing your services and expertise in these emails, and hopefully something turns up from it in the future.

We can use the clients who left as an example of why an email nurture program is a good idea. If they’ve left, an email 3 months later might be enough of a reminder of who you are to make them come back. But why would they come back? Because maybe they don’t like the competitor they chose, or they need your services again. You may have new features that will entice them to come back, which you’ve detailed in your email blast.

The benefits of this type of emailing are big. Sometimes you’ll see returns of 2-3%. This is great because it’s people who have left you or didn’t want your services, but may still be interested. If you see they’ve clicked around a bit, then you can have a sales person give them a call to check in.

What Type of Messaging to Use

Here is where people often have the most trouble because it’s very important, but it’s actually pretty simple. You might think of it as a newsletter, with 2 to 3 features of new software, new partnerships, or anything new relating to your services and company. You can also offer deals and specials in this email to entice someone to purchase your service. Why it’s a good practice to put 2 to 3 features in your email is because you never know what is going to trigger interest in the person. Maybe the main part can be the new partnership your company entered into, but then there are 2 other items underneath it that don’t take too much time. You want to cast a wide net!

Everything you already know about email applies too. You still want a solid header with a strong CTA. You still want to resend the email a few days later to non-openers. It’s just like a regular email blast. Sometimes you’ll find you’re creating an email for a certain audience, and then all you need to do is alter the content slightly and then it works for your nurture audience as well. There isn’t a ton to it!

Tips on Timing of Emails

The timing of the emails is the real issue. When should you send these? Everyone knows that if you receive the same email over and over, the same day every week, you’re more likely to unsubscribe. So, finding the right balance is tricky. You don’t want to send emails too often, although everything depends on your services of course. Typically, the best is in the 2 to 3 month range. Four months is likely too long between emails, but sometimes 2 months is too short. Again though, some people do it more often and it works for them. Every other month isn’t always bad, it just depends on your services and your audience. It’s key to know your audience and go from there.

A little strategy tip? Don’t send a client an email a week after they’ve just left you, or told you they’re not in need of your services. Say it’s been 3 months since you sent your last email, and you’re about to send another when a day before a new email is added onto the list. It’s best not to send that person an email until 3 months after they’ve decided not to go with your company.

Remember, if someone unsubscribes it’s crucial that you respect that otherwise you’ll be opening yourself up to risk of a lawsuit.

Looking to create an email nurture program? Reach out to us and we can help set that up for you, from content creation to sending software.

Adrian knows all there is about email marketing.