Your lead magnet is going to help you grow your email list. But it only works well, if you follow up with those people who’ve opted in. Your nurture email sequence does just that. It’s one of the email sequences you need to have in place, to help you build a relationship with your subscribers and showcase your brand.

But if you’re not sure how to set up a lead nurture email sequence, here are the steps you need.

Know your goal for your lead nurture email sequence

Any email you send to your subscriber needs to have a purpose, and it’s the same no matter what the email sequence. So your nurture email sequence is designed to welcome a subscriber to your brand and to encourage them to find out more about you. They set the expectations so they understand how you can help them, what you do and what your business is about. So how will you do that? How can you showcase your expertise?

Plan your emails

Once you know your goal, you can work out a sequence of emails and plan each one. If you didn’t send your subscriber straight to a page where they could download their lead magnet, the first email will need to do that. Then look at what type of email you’re going to write next. Will you thank them for opting into your email list? Are you offering solutions, advice or tips? Maybe you want to share why you do what you do or share some social proof? Plan out your emails.

Determine the frequency 

Once you have them planned out, you can determine when you’re going to send them. Will you keep it consistent throughout the sequence, or are you looking to start with more, but then have more of a gap? It’s normal to do this, so maybe start with a day or two apart, before making the gap between each email a little longer.

Write the lead nurture email sequence

Your next job is to write the emails. Look to keep the subject lines short and catch, so they attract attention. Your paragraphs also need to be short, so keep them to a couple of sentences at a time. Finally, add in an action for each email. This doesn’t have to be ‘buy my thing’, but it can include actions such as following you on social media, checking out a specific blog post on your site or even replying to answer a question you’ve asked. And then look to add in a PS – as this is often the send most read item in an email – especially for skim-readers!

Upload them to your email marketing program 

You can then upload your emails to your email marketing program. Look to add in personalisation in the salutation and occasionally in the subject lines. Any links in your email make live, and check that they work and go to the right destination. Also bear in mind that fancy emails with images and graphics can end up in the junk or spam folder, whilst images may not even show due to inbox settings, so be mindful of how many you use.

Set up tags

All email marketing platforms will have the ability to set up tags, but you may have to upgrade to a paid solution, to get them. Set up tags to help segment out your email list. If a subscriber clicks on a link they’re showing interest, so look to add a tag. Set tags that are relevant to you, such as preferences, those who buy specific products, as well as those who have signed up for webinars etc.

What’s next, after you’ve set up your lead nurture email sequence?

Once you’ve set up a lead nurture email sequence, look to add in other sequences. You can then send them to another email sequence or add them to your ongoing email newsletter broadcast list, to continue building on the relationship.

If you’d like a breakdown of the different email sequences you need to have in place, check out this recent blog post. Maybe you’re only just starting out and don’t have a lead magnet yet? Here’s how you can create an irresistible lead magnet for your business.

And if you’re looking for someone to help you get your mailing list started – check out my Laid Back List Building service.

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