Unlike a newsletter strategy, which is premised on recurring emails, a nurturing flow always has a beginning, middle and end. It is a sequence of emails sent to a segment of your email base, with the purpose of helping them achieve a specific goal.
This sequence will always start from a trigger, that is, from an action taken by your contact. This action can be, for example, downloading some material, visiting a page, opening or clicking on a specific email, among other things.
From this trigger, this sequence of emails will be automatically launched, always with the intention of leading the reader towards the previously determined objective what is a nutrition flow. Therefore, it is very important that you define what your objective is with this flow before you start putting it together, regardless of what the goal is.
I want to set up a nutrition flow. Where do I start?
1- Determine your goal
To know how we are going to get to a certain place cash app data, we must first know where we want to get to. Therefore, it is useless to create a nutrition flow if you do not know what your objective is.
Whether your goal is to take the lead to the next stage of the Sales Funnel , achieve a business opportunity, or simply educate your contacts, the flow content can only be created when your objective is very clear.
2- Determine the trigger that will fire the emails
The “trigger”, as stated above, is the entry condition into the flow. It can be, for example, the completion of a capture page, the entry into a segmentation list, the visit to a page relevant to your strategy, and so on.
3- Determine which segmentation will receive the emails
Let’s say you sell men’s and women’s shoes and your goal with your flow is to have your contacts buy shoes for themselves at the end of itwhat is a nutrition flow.
If you have information about the gender of the leads in your database, it may be interesting to create a flow focused on men and one on women, since communication with each of these audiences is different.
You can also segment by the stage of the buying journey the lead is in, by the position they hold, or any information you may have in your database that could affect your approach to your contacts.
4- Scope the flow and content of the emails
Now is the time to get down to business. It is always very important to take into consideration the stage of the buying journey in which the lead is.
For example, if they have only downloaded a learning and discovery material, they may not yet be aware of the problems they have that your company can potentially solve. So this flow may be a bit longer, as there is still a need to educate them on a number of issues.
On the other hand, let’s suppose that you have an e-commerce and you want to create a nurturing flow for your leads who have abandoned their shopping cart in the virtual store. These people have already expressed an interest in your product and are already further along in their journey what is a nutrition flow.
Therefore, our goal is not to educate them about their problems, but to give them that extra “nudge” towards the purchase. This way, it is possible that this flow will be a little shorter.
5- Get the flow working, monitor rates and run tests!
Just as with newsletter emails, it is very important to monitor the opening, click, hard bounce, soft bounce and unsubscribe rates.
But, in addition to this, a healthy practice is to monitor more closely the click rates of the last (and especially the last!) emails, as they will probably shiprocketx vs fedex: finding the perfect shipping solution contain the call to action expected for this flow.
If we have excellent rates on all emails, but not on the last one, he has not fulfilled his purpose. So, be careful!
If you want to delve even deeper into this strategy, discover how in our article on how to create a perfect nurturing flow for your business.
Conclusion
You already know that the nutrition flow is a short-medium term, one-off action that has a beginning, middle and end. And also, that a newsletter is a recurring action that what is a nutrition flow, in theory, will never end.
Therefore, by making good use of both, you can guarantee:
- Your presence in the minds of your contacts and constant and accurate communication with them through the newsletter;
- Strategic education of your prospects, and a potential key conversion at the end of the flows;
- Saving time through automated actions;
- Insights into your audience’s behavior.
These are actions that, when used in synergy with antarctica business directory each other, and in a strategic and segmented manner, can transform email into a strong communication and conversion channel for your company.
How about starting to structure your email marketing strategy right now what is a nutrition flow? Download our complete guide on the subject!