Customer/Lead Email Nurturing Strategy


• Overview• Targeted Email

Strategy• Targeted “Customer

Journey” Emails• “Promotional” Emails• Lead Nurturing Hygiene• Lead Scoring

Customer/Lead email nurturing strategy



Marketing Funnel

Awareness - Attraction

Consideration - Engagement

Intention - Nurturing

Evaluation - Selling

Purchase - Close

Where are your leads, customers and prospects in the sales and marketing funnel?



Awareness / AttractionGetting the audience interested in the brand and the product; getting them to the website or the phone; brand awareness.

Channels & Tactics:• Print Advertising• Trade Shows• Search Engine Marketing• Direct Mail• Content Marketing• Social Media• Direct Engagement

Marketing Funnel



Consideration / EngagementAudience-generated activity: researching. The audience member has indicated an interest in the product category, brand and products. Engaging on website or calling: catalog requests. Lead: Prospect.

Channels & Tactics:• Trade Shows• Search Engine Marketing• Direct Mail• Content Marketing• Social Media• Direct Engagement• Email

Marketing Funnel



Intention / NurturingAudience member is a lead (suspect vs. prospect), has indicated a deeper interest in the brand and product through behavior and engagement with the brand based on identified qualifications. Degree of intent has been initially qualified, and primed for nurturing.

Channels & Tactics:• Print Advertising• Trade Shows• Search Engine Marketing• Email

• Direct Mail• Content Marketing• Social Media• Direct Engagement

Marketing Funnel



Evaluation - SellingLead is qualified and transitioning to the opportunity phase. The next step requires customized information for their project in one way or another and is converted to an account/contact/opportunity, ready to be sold. Channels & Tactics:• Content Marketing• Social Media• Direct Engagement• Direct Email• Resource Offers• Sales Tools / Resources• Email

Marketing Funnel


Marketing Funnel

Purchase - Close

Purchase - CloseCustomer has gone through the process and is ready to buy, final negotiations and details are reviewed for the sale.

Channels & Tactics:• Content Marketing• Direct Engagement• Direct Email• Resource Offers• Sales Tools / Resources• Negotiations & Sales Tactics


Customer Journey Email Touch Points


Goal: • Entice and move to engagement

Requirements: • Capture Email Addresses

Encourage Email Sign Ups: • Ask• Provide quality content up front to entice

for more• Direct Targeting (remarketing) for content

offer sign up• Once email address received, begin

nurturing• Welcome• Resource links• Confirm information, ask qualifying

questions, offer resources




•New lead cycle follow up• 5/10 days, 14 days, 21 days• 30 days - Are you still interested, would you like a

call, would you like to be removed• 90 days – we have not heard from you, we will

remove you from our list unless you request to stay on

Goal: • Further Engage, push to intention• Learn more about the customer• Convey value, quality• Promote products, service

Requirements: • Capture behavior per user• Trigger marker• Audience Identification• Quality scoring

Targeted Emails: • Request follow up

• Confirm request (catalog, require verification of address,

• Qualifying Questions, additional information)

• Post send • confirmation of receipt of resource,

directing to additional content, notification of follow up

• errors – returned mail, bad phone, no response

• Relevant Content Delivery - Audience type, Behavior/activity


• Qualified lead cycle follow up (re-engagement)

• 5/10 days, 14 days, 21 days• 30 days - Are you still interested, would you like a

call, when will your project restart?• 90 days – we have not heard from you, we will




Goal: • Move to evaluation• Information gathering• Personalizing engagement

Requirements: • Capture behavior per user• Trigger markers• Audience Identification• Quality scoring

Targeted Emails: • Offer services - Design, consultation, tools

(app, planning tools, resource, quote, samples)

• Identify barriers – budget, timing, overall project

• Identify partners – are you working with …. Who? Would you like us to contact them on your behalf?

• Schedule follow ups




• Qualified lead cycle follow up (re-engagement)

• 2/5 days, 7 days, 10 days• 14 days - Are you still interested, would you like a

call, when will your project restart? We are closing the quote, pricing will expire.

• 30 days – we have not heard from you, we will remove you from our list unless you request to stay on

Goal: • Engage the customer• Quote the Customer• Drive to Convert the sale

Requirements:• Opportunities • Trigger Markers• Telemarketing / Sales Engagement

Targeted Emails (Not Automated): • Templates for resource follow up by reps

(with collateral)

Targeted Emails (Automated): • Time-based no response/activity• Resource/collateral follow up


Purchase - Close


• Buyer/non-buyer/Inactive cycle follow up (re-engagement)• Would you like to stay on our list• Do you have any projects, referrals, needs• xx days – we have not heard from you, we will


Goal: • Close the Sale• Delight the customer

Requirements:• Opportunities + Quotes • Trigger Markers• Sales Engagement• Customer Service engagement (post sale)

Targeted Emails (Not Automated): • Templates for resource follow up by reps (with

collateral/final quote)• Post Sale emails• Sales process status emails (combined with non-automated)

Targeted Emails (Automated): • Time-based no response/activity• Escalation emails internally and externally• Closed changed, closed lost, reason follow ups• Sales process status emails (combined with non-automated)• Closed won, lost follow up information – survey, referrals,

recommendations


• Overview• Targeted Email Strategy• Targeted “Customer





Customer Journey EmailsAwareness - AttractionCustomer signs up for email list

1. Welcome (immediate)A verification to confirm opt-in, initial welcome.

2. Confirmation / Qualifying (next day)Thank you, brief intro, asking about their project. Phrased accordingly based on type of customer.

3. Informational (2-3 days post original sign up)Confirm receipt, follow up touch, and drive to next stage based on audience type/persona• Target Audience 1 – deliver or send to relevant content• Target Audience 2– deliver or send to relevant content• Target Audience 3– deliver or send to relevant content• Target Audience 4 – deliver or send to relevant content

4. "Promotional“ (based on self-qualifying information provided)See Promotional email section for recommendations based on audiences and stages.

5. Awareness Stage Lead Nurturing / Attrition CycleIf the customer does not respond, remove from the list


Customer Journey EmailsConsideration - EngagementCustomer requests something from you (collateral, general information)1. Confirmation / Validation

Thank you for the request, confirm the request, validate the information it is to be sent.

2. Confirmation of Receipt (designated days after sent)Confirmation of receipt of the content requested, notification of telemarketer call, directing to other resources based on customer category and scoring.


4. Consideration Stage Lead Consideration / Attrition CycleIf the customer does not respond, remove from the list


Customer Journey EmailsIntention - NurturingCustomer is a hot lead, and newly or deeply engaged with our content and platforms. 1. Exploratory

• In this stage the goal is to engage the lead/customer by asking questions and further qualify the prospect, while gently suggesting the next steps. These are tailored based on the information you have already gained from the audience member in the previous stages, and a chance to find out more.

• Questions should lead the person to the next stage BASED ON THE PERSONA, or on specific information provided, by offering solutions and information that is specific to their needs and interests, and to drive them to direct contact.

2. Service Offer & Appointment Scheduling• In all cases direct to other resources, based on what they’ve selected and who they are, each designed to

move them to the next stage, to talk to a skilled telemarketer or sales professional. • Based on the previous emails, send out appointment “forms” for times, or encourage email responses to

have us call them directly with the times.


4. Intention Stage Nurturing / Attrition CycleIf the customer does not respond, remove from the list


Customer Journey EmailsEvaluation - SellingPre-Opportunity Opportunities – customer is qualified and now requesting a custom or higher value offer from you. 1. Confirmation /Validation

• Confirmation and validation of the request and information provided• Request additional information about the project to qualify further

2. Email TemplatesEmail templates provided for telemarketing/sales/CS to send the information to the customer or provide the answers they requested.

3. Confirmation of Receipt / Request StatusSpecified number of days post send, confirmation of receipt of information, or status of request. Notification of timing of follow up. Ability to set an appointment for a call in the email.


5. Intention Stage Evaluation/ Attrition CycleIf the customer does not respond, remove from the list


Customer Journey EmailsPurchase - CloseCustomer has an open opportunity and needs to be closed. 1. Confirmation /Validation

Confirmation of receipt of the quote/offer and it meets expectations.

2. Email TemplatesEmail templates provided for sales/CS to send the information to the customer or provide the answers they requested.Post Sale emails & Templates for shipping/delivery status, reminders.

3. Time and Status Based Follow upsTime-based automated internal and external emails for non-closed opportunities with quotes.

4. Closed Status EmailsTime-based automated internal and external emails for non-closed opportunities.


6. Intention Stage Purchase / Attrition CycleIf the customer does not respond, remove from the list

Closed lost: Reason: follow up based on additional offer, feedback request. Bought Elsewhere, Where? Why? No response (re-engage, can offer an extension on price).

Closed Won: What to expect on delivery, resource videos for use, information for installation, request feedback, survey, 3-6 month follow, feedback, testimonial, profile.




Journey” Emails• “Promotional”

Emails• Lead Nurturing Hygiene• Lead Scoring




“Promotional & General” Emails

Targeted content based on behavior, category and activity should be sent based on audience current stage in the sales funnel.

These emails are used to convey higher focus information about your brand and company, the category, announcements, and suggestions to the general audience.

Leads and customers who have been removed from your lead nurturing cycle and removed from your database should continue to receive these emails unless otherwise unsubscribed.


“Promotional & General” EmailsSegmented General Emails based on Stage and Customer Category (these can also be further hyper-targeted based on any trigger, but to begin the process they should be sent monthly with the following themes (understanding that <6month customers are also receiving additional emails).

Content selection and development, design and messaging will vary based on audience type and age.

> 6mo., unknown, none (Awareness and Consideration)• Goal/Objective: Keep your brand top of mind when project becomes viable; engage with your resources and

content.• Types of Content: value proposition and ideas, informational, general awareness, news and events: drive

customers to begin the purchase process

> 3-6mo (Intention/Nurturing)• Goal/Objective: Move customer to deeper engagement, evaluation and selling; Engage with directly • Types of Content: Resources, more detailed content, comparisons, data sheets, reviews, case studies, PLUS:

Press releases, events, new product information.

> 0-3mo (Intention/Nurturing)• Goal/Objective: Finalize your project; Engage directly • Types of Content: Overcome Potential barriers: value proposition, breadth of products, tools, resources, and

drive a consultation.


• Overview• Targeted Email Strategy• Targeted “Customer

Journey” Emails• “Promotional” Emails• Lead Nurturing

Hygiene• Lead Scoring




Housekeeping – Purge Your CRM of Bloat

LeadsMarked unqualifiedNo responsesDo not emailsDo not callsNo addressNo follow up notes or activitiesMarked dead or purgeNotes indicate price fishing with no activity post

Dead, inactive, unqualified/disqualified, incomplete entries in your CRM or Customer Database contribute to additional costs (direct storage costs) and resource drain.

Remove non-performing, not-interested, or inactive records. Detailed criteria, category/type and time frames for the filters can be determined, but should include: Contacts / Accounts

Status = DeadRecovery Status = DeadAged non-buyersAged non-responsiveVerified inactive with notes (retired, not interested, remove from list)Do not calls and emailno follow up notes or activitiesClose lost = Cost


Past Buyers (non-recent)Back up in external DB for storage, reference, warranty

Status = Dead or InactiveRecovery Status = DeadNo response / Activity for 180 daysNo scheduled follow upsEmail opt outsDo Not CallVerified inactive with notes (retired, not interested, remove from list)Do not calls and email

Housekeeping – Purge Your CRM of Bloat


Lead Scoring

Content Consumption• Digital Catalog request• Print Catalog request• Content download• Email responsiveness

• Promotional emails• Automated emails

Weight lead quality based on a combination of their self-identification questions, Customer category/type, Source & Campaign, geographic/demographic information, and behavior.

Some of the behavioral indicators include:Campaign• Based on past performance of the campaign

leads• Multiple campaigns• Referral

Engagement level• Number of times contacted• Number of requests• Platform engagement (if homeowner)• Involvement in other projects

Lead scoring allows you to initially weight the quality of your leads based on what you have identified as higher value. This often includes demographic information, gender, and interests. It is important to remember when setting lead scoring protocols that you weight ONLY those characteristics you collect. Otherwise you risk improper scoring, and ignoring valid leads.

Copyright © 2016 Charter Marketing (Charter-Marketing.com). All rights reservedQuestions? [email protected] visit: www.Charter-Marketing.com

Thank you.Author: Laurissa Doonan


mailto:[email protected]

Customer/Lead Email Nurturing Strategy

Marketing

Transcript of Customer/Lead Email Nurturing Strategy