Email nurturing will help you build more customer loyalty and create a more prosperous customer experience. This is especially helpful if you feel like you’re customers are not engaging as much as you’d expect.
In today’s video and article I will show you 5 proven strategies I use to bring value into my customer lives and build customer relationships that keep growing.
Email Nurturing Video Tutorial
1. Why Email Nurturing Is Relationship Building
Our first strategy, relationship building is simple and highly underestimated. We forget the person on the other side of the email has feelings, emotions, family and life experiences.
People buy when they like and trust you, there’s no way around this. You earn trust by showing you know your customer and by using our next strategies to nurture their needs and bring value in to their lives.
One great way to know whether your email nurturing is working or not is to track your success. Take a look at my email marketing metrics blog post to learn more about this tool.
2. Everyone Needs A Proper Introduction
Most prospects and customers only know a small percentage of what you offer. Our second strategy is to slowly or gradually introduce your content.
Show them what you have to offer in a meaningful way. Don’t slam them with buy this or 50% off. Think nurturing and present your content in context to how it will bring value to their lives.
If you’re looking for easy ways and shortcuts to creating more content be sure to read my article on content multiplication. I show you how to take one piece of content and create multiple pieces out of it.
3. Tell Them An Email Nurturing Story
Our third and maybe the most effective strategy to get prospects and existing customers to consume more content or buy more from you is through storytelling.
Weaving in stories about why they should do things is a direct approach and it’s how we communicate on deeper levels. We’ve been telling stories as a means of teaching and selling ideas since the beginning of our time.
Tell them a story about your product or service changing someone’s life. Learn more about storytelling in my “The Hero’s Journey” section on my website content strategy blog.
4. How Email Nurturing Objections Works Like A Charm
Our fourth strategy is handling buyer objections. Email nurturing is quite possible the easiest and most effective way to address concerns because we’re handling them right away in a soft manner.
When looking at different customer objections, demographics like age, where they live, income level, help a lot. To explore this subject more, check out my demographic marketing blog post.
You could have the greatest thing in the world and people will have objections. “It’s expensive, does it work, is it worth it?” are all common objections. It’s your job to convince them.
Is It Always Best To Buy The Cheapest?
If you’re more expensive, you need to explain what you do better than your competitors. People forget they rarely buy the cheapest. Do you buy the cheapest shoes, cheapest car, cheapest parachute? No Way!
For more great ways to handle concerns check out the “How To Handle Buyer Objections” section in my article on retargeting marketing. I really go into the specifics and give examples.
5. How Following Up Is Used In Email Nurturing
This last technique is to follow up. One of the biggest mistakes is giving up on customers, assuming they’re not interested. This happens when customers abandon a shopping cart, change their mind, you name it.
Get to know your customers using follow up emails. Check out my SEO content strategy blog for some great ways to learn about your customers
Prospects may even sign on to your email list, show interest and then ghost you. This can be mistaken for disinterest. That’s not true, you’re just not understanding the nature of people’s lives.
Are They Disinterested Or Just Distracted?
Most of the time they’re not disinterested, they’re just distracted. People have a lot going on. Our job is to use follow up emails to nurture and keep reminding them or nudging them.
In my coaching program I had a prospect complete a beautiful application, but didn’t schedule his interview. I sent him five automated emails, nudging him to take the next step and click, he did it!
To learn more about automation, check out my video and article on marketing automation strategies, where I uncover some of the best ways to save time in your business.
6. How To Get Creative With Email Nurturing
Now that you have these five strategies, get creative. Pull way back and look at the big picture. Set up a sequence of emails and follow up emails that nurture your prospects and customers.
Have fun mixing together the introduction of more content, handling objections, storytelling, using testimonials, sharing fun facts and giving proof that your product will add value to your prospects’ and customers’ lives.
My name is Steve Nixon. Thank you so much for watching and reading. If you enjoyed this video and article, I encourage you to visit us on YouTube. Thanks, I’ll see you soon