Nurture programs allow you to keep your messages in front of prospects without committing valuable sales resources. You can also run them continuously to create marketing lists of people showing various levels of interest in your communications.
Create a web form for prospective customers to fill out, and then embed the form on a landing page you created for a new campaign. Form actions enable you to add someone to a marketing list once they fill out this form. That marketing list could be attached to a nurture program so when the person fills out the form, they will immediately be run through a nurture program prompting them to receive an email. In our example, we have added someone to the Nurture 1 static list as soon as they submit a form.
That marketing list is attached to a nurture program that sends them an email after a wait period (we have it set up for 1 day, but you could wait as long as you want). Then we will wait five days to see how they respond to the email. If they open it, they are removed from this marketing list and added to our Nurture 2 static list. If they do not open it, they are removed from this marketing list and added to another marketing list, ending the nurture for everyone.
Now you have two lists of people, one includes those who opened your original email and one that includes who did not. There are a few options you have to further investigate the leads or contacts who did not open the email. You could run them through another nurture and send them another email, assign them to a user, or you could just leave them on the marketing list and follow up with them at some point in the future. Those leads or contacts who opened the email are added to our Nurture 2 static list, where they will be run through another nurture and receive another email.
The following step is to wait 3 days and send a different email to the people who opened the original email in the first nurture program. Then we will wait 4 days to see if the recipients opened this newer email. Those who opened the email will be removed from the Nurture 2 static list and be added to the Nurture 3 static list to participate in the next nurture. The people who did not open this email will also be removed from the Nurture 2 static list, ending the nurture for them. You could also add them to another list and assign them to a user to follow up at a later time.
Our final nurture will do the same thing as the previous two nurtures and send an email to people who opened the first two emails. Once sent, we will check after three days to see if the email has been opened, and once again add the leads or contacts who opened the email to another marketing list. You could also assign them to a user. Likewise, we will add people who didn’t open the email to a different marketing list. Now you have four marketing lists: one for people who didn’t open the first email, one for people who opened the first and not the second, one for people who opened the first two emails but not the third, and finally one for people who opened all three emails. From there you can continue to evaluate these leads or contacts, but this gives you a concrete measurement to use when you determine how much time to devote to the members of each list.
Written by Julie Patrick, Marketing Success Manager
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