At this point you already have a goal and you have already selected a user segment for your lead nurturing campaign. The next step would be to draft the entire process .
Make a plan of the steps you are going to follow , from the triggers (the actions that set off and start the whole process, such as downloading a specific offer) to the branches you are going to establish based on the level of response of the users, the phone number list exclusion criteria , the establishment of dynamic or intelligent lists , the lead scoring techniques you are going to apply or the number of emails you want to send. Try to be thorough and anticipate the different paths that contacts can follow in your lead nurturing campaign.
- Create the content
Now it's time to create the emails and content they'll be targeting, if they don't already exist. Try to direct contacts to landing pages or blog posts with content you think they'll find useful and valuable .
In a lead nurturing campaign, 4 types of emails are usually distinguished.
Emails that establish trust , with an educational focus on the topic in which the user has shown interest.
Emails that provide additional resources and downloads , also with an educational point of view and closely related to the previous interactions that the contact has had with the brand.
Emails with a call to action (CTA) , which are usually very clear and direct emails, focused on the objective you have set for the lead nurturing campaign. If you want the user to download a certain offer, it would consist of a brief explanation and a call to action that points to the landing page of that downloadable product.
Re-engagement or break-up emails .