Nurturing via email is a practice that gathers qualified leads from an already engaged pool of consumers with the expectation of moving them further down the decision-making funnel. Nurturing can also be used as a tool to educate and strengthen your brand in the community, solidifying your position as a trusted health partner.
How to Approach Building Your Nurturing Program
There are several best practices for designing and implementing a successful lead nurturing program and the decision to execute a nurturing program should be a part of your overall campaign strategy development. Nurturing programs are essential for campaigns with multiple calls-to-action.
All nurturing journeys begin with the initial interaction stemming from a soft call to action. Softer call-to-action leads that are not nurtured may stay in your funnel without getting the proper attention or follow up communication, creating an ineffective consumer experience. Having a proper strategy around nurturing will also prevent unwanted emails that your already engaged lead does not want or will unsubscribe from receiving.
Here are some best practices to consider as you develop your nurturing program. These practices will keep your already engaged consumer stay informed, educated and move them further towards conversion.