Creating a nurture campaign is no joke, and by that I mean: it’s a lot of work.
Is it worth it? Yes, I believe 100% that it is totally worth it.
But why a nurture campaign? How did we even come up with the idea to create it, what does it include and what does it look like, and how do you actually create one?
These are all the questions I’ve been receiving from our audience since we talked about launching the nurture campaign in our August income report, and so I’m here to share everything that went into making it happen, along with what we’ve seen for results thus far in this post.
Listen in to the episode for details on everything laid out below!
Why a nurture campaign?
- Helps you stay in touch with your audience;
- Provides your subscribers with valuable content;
- Re-engages those who may have not heard from you in a while;
- Allows you to share content you’ve already created with an audience who may not know about it already; and
- Increases engagement and continues the conversation with your segmented lists.
What does a nurture campaign include?
- Repurposes your BEST content;
- Evergreen content;
- Made up of a series of “Education sequences”, followed by “Mini pitch sequences”;
- Education sequences: purely value-based and a mix of different types of emails (lesson-based, tell a story, give a case study, introduce a new idea, etc);
- Mini pitch sequences = 1 education / story-based email that reviews the topic / benefits of whatever you’re going to pitch; 1 pitch email that gets to the point about what you’re offering; 1 reminder email about whatever your offer was;
- Education sequences = 5 – 6 emails, with about 3-5 days in between each email;
- Mini pitch sequences = 3 emails, 1 day in between each email.
Entire general nurture campaign
General nurture education sequence
General nurture mini pitch sequence
How do you create a nurture campaign?
- Gather the content you want to repurposes (your top posts, your best podcast episodes, free PDF downloads, case studies, top resources – any type of content you know would be helpful for your subscribers);
- Infusionsoft is what we use for our CRM, so we create this campaign within the campaign builder; and
- Decision diamonds within Infusionsoft help us determine who gets what (especially when it comes to the mini pitch sequences).
What a nurture campaign has done for our business
It may be a little too soon to tell – we literally implemented this about 1 month ago – but here’s what we’ve seen thus far:
- Currently in General Nurture Campaign: 686 contacts;
- A majority of the contacts in the Nurture campaign have already been through our free courses;
- We’re going to be sending a reminder email to the 30k + contacts who have signed up for a segmented list, but who have not joined the nurture campaign yet.
Stay tuned, because we’ll be sharing updates and stats on how this has helped us re-engage our segmented lists, what our conversions look like, and how we’ll continue to improve the campaign moving forward.
Before I close out, I want to give a huge shout out to Phil Ferrante, who sent me a note about this a few weeks ago and prompted me to write this post.