A nurture track will automatically trigger timed follow-up emails based on a lead’s behaviour and information. Instead of a single blast, emails are personalised based on the customer’s stage in the buying process, which is known as the customer lifecycle. Here is a great email marketing example of nurturing the customer journey:
Greetings from [name of eyeglasses provider]! Hope you’re doing great.
We’re writing because it looks like your prescription will expire on [date of expiration] (that’s pretty soon).
If you’re thinking about new glasses, it might be convenient to purchase them before your prescription expires. We’d be happy to help you find an amazing pair!
Shop men. Shop women.
This example is effective because it uses customer data (prescription expiration date) to market products and services. At the same time, this email could easily be generated automatically based on the customer’s prescription expiration date. It’s simple. It’s clear what the email is about and what action the customer can take to do business with the company. But is it effective? Well, when one considers that nurtured leads produce approximately 20% more sales opportunities than non-nurtured leads, the answer is an unequivocal “yes.”
When it comes to ROI, there are few marketing channels that have the potential to pay off as big as email marketing. However, without the right strategy, that potential is unlikely to ever materialise into anything concrete. To get the biggest bang for your buck, research the data-driven examples of successful businesses, and adopt the practices that will fit your organisation. After all, even with all of the tools and systems available to assist you in reaching your customer, the fact is that at the end of the day, the overall effectiveness of your marketing campaign relies on you.