You have the subscriber. They’re in your email funnel. Now, it’s up to you to not leave them hanging!
Using email, you need to gradually transition your reader from a subscriber to prospect and, ultimately, to a customer. That might sound like a lot of work, but you have all the tools you need in your arsenal already. Now is the time to use all of the content you’ve already created to support your brand’s online presence in a new capacity as part of your email nurturing campaigns.
According to Audience Ops, the general email nurturing process consists of five primary steps:
Let’s assume, for the purposes of this article, that you’ve already captured web traffic and converted them into email subscribers through the use of a lead magnet.
In that case, only three steps remain—and you can use your existing content to help move subscribers through these stages.
Goal: Your goal at this stage is to drive positive sentiment for your brand and maintain top-of-mind awareness with subscribers in order to make them more receptive to pitches that’ll happen further down the funnel.
Understand this stage by putting yourself in the place of your new email subscribers. Intense, salesy pitches are likely to having you hitting the “unsubscribe” button. Instead, you want to see genuinely helpful content that proves the brand’s value proposition before you’ll be responsive to their pitches.
Here are three ways to do it:
In an ideal world, you’ve created more than one lead magnet (often in the form of content upgrades) for your site in order to target different readers, different funnel stages, and different sales angles. Your email subscribers likely won’t have seen them all, which means you can get more mileage out of your lead magnets by introducing them to subscribers as part of your autoresponder sequences.
Just be sure to make use of tags to ensure subscribers don’t receive messages promoting the lead magnet they requested initially to enter your funnel.
Similarly, if you’ve invested in content marketing as a brand, you should have a number of valuable blog posts (as well as guest posts published on other sites) that can be used to round out your email nurturing sequences.
When adding blog content to your email autoresponders, you have two options:
Keep things fresh for your subscribers by mixing up these formats from message to message. Here’s an example of a newsletter-style message SurveyMonkey sent to share helpful blog content with its subscribers:
If you’ve written a killer “About Us” page, use this in an email marketing message to help build affinity for your brand. Complement it with additional helpful, informative messages that build trust without incorporating promotions. While you can use your existing content for this purpose, sharing exclusive content via email that can’t be found elsewhere can also provide a powerful incentive for new readers to subscribe.
Goal: Once subscribers have been warmed up with your education and nurturing content, your next goal is to get readers to take action on an offer.