What is a lead nurture sequence and do I need one?
I've seen a lot of chatter and opinions on lead nurture sequences. Even email marketers can't always agree but that's OK. That's the beauty of choice and independent thought. I'm sharing my professional opinion as a NZ email marketing specialist and marketer of over a decade.
Essentially a lead nurture sequence is a series of emails that are sent automatically to a subscriber who has shown potential interest an offer or service. This could be downloading a freebie, clicking a link or visiting certain pages on your website.
I typically don't use lead nurture sequences for new subscribers. I prefer to send them a welcome sequence where they get to know me a little first.
How I differ from some other email marketing specialists is that I offer a free call at the end of my welcome sequence. This is more of an opportunity to get to know you rather than a sales call.
Sales or lead nurture sequences are different from welcome sequences. Welcome sequences are emails sent to new subscribers. I've explained more about those in this blog article about welcome sequences (with examples).
What is the lead nurturing process?
In my opinion lead nurturing involves assessing then providing information, support and empathy to a potential lead so they are encouraged to take the next step to solve their problem with you. Like everything I do I base my approach on data and real-life human interactions.
That way you get an evidence-based approach and an experience that feels natural for your potential customer. Here are the steps
- Measure their behaviours and get to know them so you know the best approach. Sometimes it's better to weave in a manual approach rather than an automated sequence. Especially if you think they're hot leads
- Some people prefer an in-person (technology-free approach) but most may find that a little to much. You could use lead-scoring for this. More on that later.
- Map out your goals and your typical customer journey and model your email sequence after that and what you've learned about them.
- If something is holding them back then address it in the email sequence.
- End your sequence with an offer that is the next step. That could be the problem that shows up next, or it could be your signature offer. But a smaller step is easier to get than a big one.
- Review your results against your goals and improve. Track email engagement metrics like click through rates as well as conversion rates (booked calls, webinar registrations etc.)
- Test different content and formats if you find the results don't work. For example maybe they need a paid webinar before hopping on a call with you.
The ideal outcome is for both of you to achieve your goals. That is key to a people-first approach. It also means that you're following up with potential leads without the awkwardness if you're an introvert you'll get this.
Do I really need a lead nurture sequence?
Yes, and I'm not the only marketer saying that. According to the State of Lead Nurturing Report 69% of marketers surveyed use email as their main channel to nurture leads.
I recommend having both a welcome sequence and a lead nurture sequence. A lead nurture sequence is typically a better fit with someone who is further along in their journey with your brand. It’s more sales and problem-focused than your welcome sequence.
Having these email sequences in place means you can have them working for you while you're with your coaching clients, networking, speaking on stages, having team meetings or even on holiday.
If you want a way to sustainably market your business outside of algorithms then email marketing sequences are your friend.
The goal may be to increase your lead generation and sales. But there are other benefits.
If someone doesn't convert they may later or they may refer you to someone else. You'll also learn more about your audience and how to segment them. There are so many benefits to creating a lead nurture sequence that aren't just sales. Although that's important as we gotta pay the bills right?
Practical setps to creating a lead nurture sequence for coaches and service providers
Your strategy should take into account your audience, goals, customer journey as mentioned above. But after that lead nurture sequence emails follow a similar structure to newsletter emails with a few key differences.
- Subject line and preview text: Write a subject line and preview text that is interesting enough for your subscribers (or ideally a particular segment) to want to open.
- Triggers: Define and setup what behaviours (eg. view service page, download freebie, purchase low ticket offer etc.) will start of the next step. For example 'subscribers that click this link' or 'subscriber viewed healthcare supervision page'
- Delays or timing: How many days or hours will they have between emails. You don't want to flood them or have them too far apart.
- Design elements: Create email headers or email signature images in Canva or use your main email template
- Email copywriting:
Write content that moves your lead forward, is helpful and shows they can trust you
- Call To Action (CTA): Include a call to action in a hyperlink and a button.
Number of emails in a lead nurture sequence
There is no magic number of emails that should be in a sequence. It depends on their awareness of your brand, how much they trust you and their overall readiness. Here are some other reasons:
- Long sales cycle: If you have a long sales cycle (time between someone joining your email list or approaching your brand and when they choose to book a call or convert).
- New or newish: If they’ve gone through your welcome sequence or have been on your list for a while. Then they may not need as many emails.If you don’t have a welcome sequence (why not?) or they need more convincing (they may need longer or more emails.)
- Low trust: many of us have been burned before. If they are unsure that you're worth the risk or they don't know if you're trustworthy then they may not move until they do trust you. Or sadly they may overlook you if you're too risky.
- Timing: Sometimes it's not us. Sometimes people just have too much going on right now and when they have moved house, come back from maternity leave, or got out of debt you'll be near the top of the list. This is why follow up is so important.
However, a lead nurture sequence may have 4-7 emails or even as long as 12 emails. But that usually requires an email copywriter or email marketing specialist. Copywriters are experts at holding attention with marketing psychology and copywriting techniques.
Do lead nurture sequences work for coaches?
Yes, if they didn't there wouldn't be so many coaches, nutritionists, and service providers using lead nurture sequences.
B2B service lead nurture sequences are typically longer and need an approach that involves manual follow up emails.
Coaching emails are best combined with webinars and networking if possible. Email marketing is best as part of your marketing ecosystem and shouldn't be viewed as the only marketing activity. I like to call it the missing puzzle piece in the middle of getting seen (social media) and conversion (sales).
Email marketing sequences in New Zealand
I'm seeing that trust is low, and that consumers and coaches are wanting a more people-first less salesy approach. Money is tight and so it's important to show value and trustworthiness as early as possible in your email sequences.
B2B and coaching clients are also responding to more human and personal content. They find AI content, particularly if it's copied and pasted, a little low energy. If you can't spend the time writing to me then do you really care? I'm not saying to not use AI, it's a tool to help, but you need to add something to it otherwise it's not really yours or relevant.
From what I've seen as an email marketer in Auckland, unless you're a larger brand (corporate) or have a strong digital ecosystem then NZ service businesses are less likely to have email sequences setup.
Many coaches leverage email sequences. And I'm not just talking about legends like Amy Porterfield and Marie Forleo. If you're using paid advertising for your coaching business and don't have email sequences setup then you are missing out.
Having said that New Zealand does lag behind in digital marketing and email marketing. More so in the latter. It's an opportunity you can and should leverage in my opinion.
Email marketing and paid advertising go together well as email can increase conversions and reduce costs (by remarketing to people who joined your email list from paid advertising).
If that sounds like you then reach out for a free no-obligation chat about how email sequences can help you work smarter not harder.
