Did you know that there are two kinds of email marketing automation campaigns? Both are a series of emails – one is called a drip-email campaign which automatically sends promotional emails as well as reminders if there is no response from the recipient. The other is the email nurturing campaign which is more responsive to the actions of your leads and fosters a more personal relationship with them. It is more integrated with your sales strategy. Let’s explore what these email nurturing campaigns are and how your business can use them.

What is an Email Nurture Campaign?

An email nurture campaign automatically sends emails to your leads, but not at random. Instead, it sends particular emails with the appropriate set of information based on the lead’s specific behaviour. For example, it may take into account websites this person visits, if they have downloaded any guides, looked at your products, or registered for anything to engage with your brand. Depending on these factors, it will deliver emails timed in just the right way, and with certain targets to guide your leads through the buying process.

How It Can Help

The purpose of lead nurturing is to educate your leads on your brand and why you are the best at what you do. The emails are more tailored than that, though; they can use marketing analytics to target the right leads with the right content. Further, they encourage leads to move on to the next steps on their journey towards buying your product or service. That’s because an email nurture campaign allows you to give resources that are appropriate to the point leads are in the sales process. This process really pushes sales along, lowers costs, and saves lots of time.

What Tools Can Create It

There are several Customer Relationship Management (CRM) software services your business may subscribe to make the best of email nurturing. These widely used CRM tools are designed to turn your leads into conversions and develop an intimate relationship with costumers. Here are our recommendations for lead nurturing:

Salesforce

Salesforce utilizes its own suite of products, like Pardot and its very own, “Engagement Studio” which allows users to test and report on their own engagement programs. They may also take advantage of other integrated tools like Einstein; a type of AI that uses predictive analytics.

Infusionsoft

Infusionsoft by Keap offers a wide variety of email templates, but also allows sales reps to use its Email Builder tool to create their own emails. Their straight-forward email marketing automation software is simple and easy to use, yet quite effective.

Hubspot

With Hubspot, automated email campaigns can become a part of your workflow, instantly updating your database and determining whether certain goals are met. You can also trigger notifications when desired calls to action are met.

Zoho

Last but certainly not least, Zoho is our top pick for supporting email nurturing campaigns. Employees will define triggers and build a whole email journey based on criteria with a drag-and-drop email workflow. Sales team may also integrate with other services, such as Shopify and Zoho Commerce.

Email is an important tool in order to seek new customers and get “leads” to know your business and your brand. But gone are the days when sales representatives had to individually email potential customers and keep track of how they were personally doing. By utilising more updated technology, they may exponentially multiply their effectiveness. Email Nurture Campaigns make this possible by making customers feel appreciated, using statistical data to build trust, and inspiring consumers to take actions.

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