Good and Bad Nurturing Automation Example

What is a Nurturing Automation?

Nurturing Automation is an effective way of keeping people, who visit your website but are not ready to purchase immediately, engaged with a brand. Email marketing enables brands to keep cold leads discreetly engaged with their brand, thus incrementally building trust and showcasing USPs (Unique Selling Propositions).

Good Example

When you create your brand’s full-funnel automations from welcome to unsubscribe automation, it is also a time to add a nurture automation. This automation can be as simple as a sequence of 3-4 emails with educational content.

The main idea of this automation is to offer more information about your brand values, offerings, and USPs.

Start with Email 1, which should refer to your USP no. 1. What does it mean? For example, if you are a natural skincare brand, you could emphasize the 100% natural origin of your products as your brand’s quality no. 1. Make sure to include a few of your best-selling products as suggestions. You need to find the best balance of educational content with enough relevant product recommendations. You don’t want to have emails so long that nobody will read, so make sure your emails are well-balanced and offer just enough info for your subscribers to want more of your relevant content.

After that, you emphasize the USP no. 2. For example, “Local production” and also add product suggestions to it.

In Email 3 you can offer an incentive in the way of a 10-15% discount.

Lastly, finish the sequence with email 4 which is the shortest one in the sequence and acts as a reminder of your offer in the previous email. Make sure to create a sense of urgency by putting a time cap on the incentive you’re offering.

Bad Example

A bad example can be a variety of use cases that include overcrowding visitors with too much “unnecessary” educational info when they don’t need it. What does that mean? For example, if you are sending a sequence of emails to your visitors after they put the products in the cart, but haven’t finished their purchase - this is not the best moment to send them long emails with a lot of educational content. At this point, a better choice is a short, intuitive email with a quick call to action - to buy.

Conclusion

Nurture automation varies depending on the brand’s offering and industry. This is the right place to get creative and find the best way to educate your target customers on your brand before the buying process takes place.

Don’t forget to AB test your work!

Good luck emailing!