Introduction

Email nurturing campaigns offer a powerful strategy for maintaining engagement with prospects as they progress through the marketing funnel. Unlike one-off emails, or email series, nurturing campaigns allow you to send multiple emails related to a specific product or service, following scheduled intervals and targeting specific contact lists based on rules. Implementing Email Nurturing Campaigns offers several benefits:

  1. Enhanced Engagement: Drip email campaigns facilitate consistent and targeted communication with leads or customers, ensuring they remain engaged over time.
  2. Lead Nurturing: Drip campaigns are particularly effective for nurturing leads through the sales funnel by providing them with relevant information and guiding them towards conversion.
  3. Automated Workflow: Through automated scheduling and sequencing, drip campaigns streamline the process of sending timely and relevant emails, thereby saving time and effort for marketing teams.
  4. Relationship Building: Regular communication via drip campaigns helps to build trust and rapport with recipients, strengthening relationships with leads and customers over time.
  5. Cost-effectiveness: Compared to traditional marketing channels, drip email campaigns often yield a higher return on investment due to their efficiency and ability to generate results with minimal resources.

This article provides step-by-step instruction on how to setup and execute email nurturing campaigns. 

What are the steps to execute an Email Nurturing Campaign

After selecting an email nurturing campaign from either the Asset Library or Campaign Library you must complete these three steps:

  1. Preview, Edit and Test individual emails.  
  2. Schedule & Activate the campaign (Note: the schedule begins after contacts have been added to the mailing list. If the schedule date is changed after you enter your contacts, they will be excluded from the schedule.)
  3. Add Mailing list & Contact Rules

Preview, Edit & Test Individual Emails

After selecting your email nurturing campaign, you arrive at the emails tab, which provides a list of emails provided by your vendor. 

  1. To preview or edit each email, click the Edit icon. This launches the email setup page.
  2. To edit the email content, click the Edit Email button. (Or, if working in the Classic Editor, click on any red box to edit.) This launches the Drag & Drop Editor. 
  3. If desired, edit the content of the email. Click Save & Exit.  
  4. To test the email, click Test Email, then enter the email you want your test message to be delivered to. (Or, if working in the classic editor, click the Test Message tab.)
  5. To return to the Emails tab, click the breadcrumb navigation.
  6. Repeat these steps for each email in the nurturing campaign. 

Schedule & Activate Email Nurturing Campaign

From the Emails tab, set the intervals for which your want your emails deploys. 

  1. In the Schedules column, enter the day intervals between each email. Choose 0 if you want to execute your first email within the same day as your schedule. 
  2. In the Time column, enter the time you want each email to deploy
  3. In the Activate column, click the switch. Then click Agree in Privacy Terms window

Add a Mailing List & Contact Rules

The next step is to upload your contact list. By default, all of your contacts will receive the first email in the nurturing campaign. 

From the Mailing list tab, in Add Contact Rules, click Add. Add or import your contacts. (Click here for instructions on adding contact lists.)
When setting contact rules, select a Search that includes or excludes contacts that meet certain criteria. Follow these steps:

Note: This example demonstrates how to include contacts who reside in a specific city. This is just one example of a Search. (Click here for instructions on running searches.)

1. Click New > New Search. Then follow the steps outline below.

2. In Step 1, Select the search criteria category, click Contact Information.

3. In Step 2, Select the contact field that you would like to search on, click City. 

4. In Step 3, from the Where drop down, select exactly matches, then enter the city. 

7. Click Save the Search. Enter a name for you search, then click Save and Run the Search.