5 Best Practices for Getting Started with Email Nurture

No one likes spam clogging up their inbox, but email is still a valuable tool to reach and engage your audience. Email marketing campaigns can engage your audience with content they’re interested in, and bring in more leads. Here are some best practices for creating a successful email nurture campaign.

1. Make your content the star.

An email marketing campaign should focus on delivering relevant, engaging content. Blog posts, calls to action, whitepapers, and other content are excellent subjects for email marketing campaigns or newsletters. The campaign should highlight your content and encourage readers to visit your website.

2. Distribute consistently.

Spam emails are a headache. Receiving two, three, or even five emails a day can clog up inboxes and compel a reader to opt out or unsubscribe. Distributing emails on an even and consistent basis can keep your emails out of your reader’s spam filter. Your rate of distribution will depend on your content, but it should be consistent without inundating your readers.

3. Stagger your nurture emails.

Nurture emails can turn readers into leads by building relationships beyond a simple transaction. Nurture emails usually follow up an initial call to action or contact offer to keep up a relationship with a potential customer. They can ask for feedback or simply check in with a potential customer after they’ve downloaded or received their original content from your website. In order to keep your readers from being inundated with emails and opting out of receiving mail, nurture emails should be staggered at a reasonable pace.

4. Study your opt-outs.

Opt-out or unsubscribe rates are important to study as they can tell you what kind of content your readers want most. If one particular subject seems to be gaining traction with your readers, that’s a clue as to what you could base future white papers or other content around. You can shape the content of your emails and your campaigns to what your readers are engaging with the most, and convert those leads into customers.

5. Keep it simple.

Above all, emails should be simple. If your email has too many links or images, it could become cluttered and actually discourage readers from clicking on your links and exploring your content. Limiting the amount of links and images to what is relevant or meaningful can be more impactful that trying to fit in as much content as possible.