What is a Nurture Sequence?

A nurture sequence is a type of drip campaign sent out in the form of a series of emails to people who are interested in what you offer but not ready to buy.

A nurture sequence done right can be a very powerful tool in establishing your business as a thought leader who becomes the go-to for authoritative, relevant information. 

When a nurture sequence goes wrong – as it often does – it becomes just another one of those pushy sale emails that end up deleted or even worse, marked as spam.

What does it look like?

You may have bought a red apron online from a retailer and might have noticed that in the following weeks they have sent you all kinds of juicy emails with all of their other kitchen goodies in that range or other kitchen gadgets that you didn’t know they sold. 

You might have added something to a cart, been interrupted and forgotten about it. Along with the reminder that you had something in your cart, you may have seen a few emails coming in that are similar to the items you had in your cart, showcasing the range of things you might like.

Do you have a wishlist on your favourite online store? You could have received a mail telling you that the item was now on sale. Or that the rest of the matching set, similar items or other previously purchased items were also now available.

These and so many more, are examples of nurture sequences. Chances are that you may have already been nurtured to checkout without even knowing it. 

Okay, how can I create my own?

If you are using MailChimp you might like to start with their Automation Guide. 

We don’t recommend sending everyone on your mailing list the same email. Not everybody is interested in the same things and they will know the difference between a vague automated email and a personalised one. Split up your list into segments or categories. Such as:

  • Regular customers
  • Customers who signed up but never purchased anything
  • Customers who have not purchased in a long time
  • Customers who all purchased a top-selling item
  • Seasonal shoppers
  • Location-based customers

Use merge tags to personalise your email and keep your content short and sweet. But most importantly, keep your content relevant. 

Nurture Sequence Best Practices

  • Don’t veer too far away from their original product or service that got them interested in the first place.
  • Don’t email them every day – once a week at a maximum
  • Educate, advise and offer insights
  • Make your content interesting and stand out from the crowd
  • Create help guides, how-tos, and tutorials
  • Provide easy to use tools that will help people over the finish line

The sequence series doesn’t have to be complicated or hard, you just have to start. If you are getting stuck, chat to our team about how we can assist you in getting your nurture sequence up and running.