A nurture campaign is a long-term marketing strategy aimed at building relationships with leads who aren't ready to buy yet. Unlike general campaigns, it focuses on timely, personalized content that guides prospects through the sales funnel, keeping them engaged until they're ready to convert.
Typically, nurture campaigns are automated and use channels like email or social media to send custom content based on a lead’s actions, such as downloading a resource.
However, if you’re seeing low engagement, weak conversions, or generic messaging, it’s time to refine your approach.
Here are the 15 nurture campaign best practices:
- Segment your audience
- Personalize messaging
- Automate campaigns
- Share (valuable) content
- Share tutorials and tips
- Use multi-channel outreach
- Write compelling subject lines
- Build interactive content
- Include clear CTAs
- Guide recipients toward action
- Provide relevant info for conversion
- Use feedback in your favor
- Comply with regulations
- Use bots for more engagement
- Use AI for instant support
Let’s dive into the practices now.
15 nurture campaign best practices to follow
Not everyone is a paying customer from the first second (it’s not like true love); sometimes, customers need a little nudging.
Use these best practices to make sure you nudge them towards that buy button:
1. Segment your audience and personalize campaigns
Treating your audience like a homogenous blob is a surefire way to bore them to tears.
It's time to get personal and segment those fine folks into distinct groups:
- Divide and conquer that contact list: Segment based on demographics, behavior, interests — whatever makes sense for your biz. The more granular you can be, the better the results. With Lindy, you can connect to customer data platforms or CRM systems, helping you automate audience segmentation based on behavior, demographic info, and past interactions.
- Use content that reflects your knowledge: Once you’ve got a thorough knowledge base set up, you can use each client’s specific information to start creating personas and write personalized emails that reflect your company data.
2. Personalize your messaging
You've hustled to get those sweet leads into your nurture campaigns. But are you really connecting with them on a personal level?
Here’s how to avoid blasting out trite, generic emails:
- Try being on a first-name basis: Use their first name and reference specifics from their lead form entries, website activity, or purchase history. Do your homework, and it will pay dividends. Lindy integrates with CRM tools like Salesforce to pull in customer data, letting you dynamically insert personalized details like names, job roles, and recent behaviors directly into your emails or chats.
- See what they like and use it in your favor: Recommend content or offers tailored to their industry, role, interests, or recent behaviors.
3. Automate your campaigns
Are you tired of manually sending emails one by one, like some kind of digital mailman?
Here’s how to automate your campaigns for maximum efficiency:
- Set it and (kind of) forget it: With marketing automation tools, you can schedule and queue up your email sequences in advance. Just set the triggers and let the software do the heavy lifting.
- Plan trigger-happy actions ahead of time: Want to send a welcome email when someone signs up? Lindy can automate email sequences triggered by specific behaviors like visiting a product page or signing up for a webinar. It’s perfect for automating lead follow-ups without dropping the ball.
4. Provide valuable content
Content overload (or low-quality content) is a surefire way to leave your nurture campaigns collecting dust. To keep leads engaged, you need to give them something juicy — content that actually provides value.
Here’s how you can set yourself up for success:
- Don’t be afraid to get nerdy: Serve up educational resources that help solve their problems or satisfy their curiosities. Think tutorials, guides, and case studies — things the Lindy AI Answer Generator can help with. You can ask questions, and it can provide detailed answers to turn into engaging, brand-aligned narratives to share with your leads.
- Share exclusive insights: We’re talking insider tips and sneak peeks they can't get anywhere else. People love feeling like they’ve got the inside scoop.
- Understand what they like and how they speak: Lindy’s Voice of the Customer template can give you a deeper understanding of the customer's needs, pain points, language, point of view, decision-making process, etc.
5. Share product or service tutorials and tips to educate leads
You've got their attention — now, offering useful content, like tutorials and how-tos, educates your leads, helping them see the value in your product.
Here’s how you can get it done:
- Reel them in: Send a step-by-step guide on how to use a specific feature of your software right after a lead shows interest.
- Do it on auto: Lindy can be set up to send relevant tutorials based on the lead's engagement automatically, so they get the right information at the perfect time, boosting engagement and making onboarding easier.
6. Use multi-channel outreach
Why stick to just one channel when you can rock the whole orchestra? Expanding your reach across multiple platforms is like turning up the volume of your lead nurturing efforts.
Here's how to hit all the right notes:
- Mix it up: Don't just rely on email. Reach out to prospects on their favorite social media platforms, send them targeted ads, or even give them a good old-fashioned phone call.
- Keep it consistent: Make sure your messaging is consistent across all channels so that your brand voice and value proposition remain clear and recognizable. Lindy integrates with Slack, WhatsApp, and other messaging platforms, allowing you to automate outreach across multiple channels that align with your email sequences.
7. Get compelling subject lines
Do you know those little snippets that show up in your inbox or messaging app? The ones that try to grab your attention and get you to open the email? Those are called subject lines and preview text, and they’re kind of a big deal.
Here’s how to get people actually to read your message:
- Craft compelling email subject lines that pack a punch: Use powerful words, tease the content, or ask a compelling question to pique curiosity. You want value-based subject lines that create a sense of urgency.
- Get them hooked from the get-go: The preview text is your chance to give a sneak peek at what's inside. Highlight a key benefit, share an interesting stat, or continue the hook from the subject line.
8. Build relationships with interactive content
Engaging leads with interactive elements keeps them hooked and more likely to move down the funnel.
Here’s how you can get it done:
- Give them a good quiz: This helps leads discover which of your products suits them best, or a survey that gets their feedback in a fun way.
- Automated follow-ups: Lindy can automate follow-ups based on quiz or survey results, sending tailored content to match users' preferences or feedback, keeping engagement high and personal.
9. Include clear calls to action (CTAs)
Having amazing content is great, but if you don't give your readers a clear next step, they'll just wander off into the Internet ether.
Here’s how to avoid letting all your hard nurturing work go to waste:
- Make those CTAs bold and unmissable: Whether it's signing up for a demo, downloading a resource, or joining your mailing list — put that call-out front and center. Use big buttons, contrasting colors, whatever it takes to grab attention.
- Write benefit-oriented CTAs that convey value: Instead of "Download Whitepaper," try something like "Get the Ultimate Guide to Increasing Conversions." Which one sounds more compelling? Exactly.
- Personalize according to funnel position: Lindy automates personalized CTA emails based on where your leads are in the funnel. This makes sure the message fits the audience and is more likely to convert.
10. Guide recipients toward the desired action
You've nurtured your leads, wowed them with content, and guided them down the funnel. But now comes the big question — how do you seal the deal?
Don't worry, we've got your back:
- Make it crystal clear: Spell out exactly what you want them to do, whether it's scheduling a demo, requesting a quote, or taking the plunge with a purchase. You can use Lindy to send tailored reminders and follow-ups, nudging leads to the next action, like signing up for a webinar or booking a demo, keeping them moving down the funnel without getting stuck.
- Pile on the value: Remind them of the tempting benefits awaiting them on the other side. Why should they take action? Paint that irresistible picture and make their mouths water.
11. Provide relevant information to move leads closer to conversion
Now — finally — is the time to reel them in. Nurturing campaigns are all about feeding your potential customers the right info at the right time.
Here’s how to keep things moving:
- Serve up bite-sized content nuggets: They have to be tailored to where they are in the buyer's journey. A new lead probably isn't ready for a heavy sales pitch right off the bat.
- Use smart content: This will help you make sure you're only dishing out info that's actually relevant and helpful based on their interests, industry, or stage in the funnel. Lindy can help you deliver the most relevant content based on their stage in the funnel.
12. Use that user feedback
Your customers are a goldmine of insights, but going through feedback can get tedious and cumbersome. AI makes it easier than ever to gather, look through, and act on user feedback.
Here's how AI can help you make the most of what your customers have to say:
- Get better feedback: The Lindy AI survey generator can be tailored to appeal to specific customer segments, so you're asking the right questions to the right people. You can also use Lindy’s AI interviewer if you want to be even more interactive.
- Turn insights into action: Lindy can help you prioritize and act on the most critical feedback, whether it's addressing customer complaints, improving product features, or developing new marketing strategies.
13. Make sure you’re complying with regulations
Regulations can be a real buzzkill, but they're essential for keeping your nurture campaigns on the straight and narrow.
Here are some compliance-friendly tips to get your groove on:
- Embrace transparency like your life depends on it: Clearly disclose who you are, what you're offering, and how folks can opt out of your campaigns. Make it easy for recipients to opt out of emails, clearly state data usage policies, and be transparent with consent.
- How Lindy helps: While Lindy won’t ensure compliance for you, it can help streamline your efforts by integrating with tools that track regulations, keeping you on top of opt-outs and other compliance-related actions.
- Do your part and know your regs: Treat it like a fun game of "Whac-A-Mole." As soon as a new rule pops up, you're ready to comply. “I didn’t know it wasn’t allowed” doesn’t fly when you get a speeding ticket, and it won’t fly here either.
14. Use AI chatbots for engagement
You know the drill — leads come in hot, and you're scrambling to engage them before they bounce. But what if you had a permanent online assistant to handle those conversations? That’s right, we’re talking about AI chatbots.
Here’s how to use them for success:
- Use a friendly AI sales agent to reel in those leads: Trained on your brand voice and product knowledge, it can have natural conversations to qualify, nurture, and book meetings. You may think this tech is expensive or complex, but you can actually build your own chatbot very affordably.
- While you sleep, your bot works: It delivers instant responses to keep potential buyers engaged and moving through your funnel. Forget about losing leads to REM sleep!
15. Provide instant support and personalized responses
We’re so done with waiting for hours until we get a reply, and we know you are, too. Plus, there’s nothing worse than reaching an agent only to find out they’re completely out of the loop with your case.
Here’s how AI bots can help you avoid that hellish scenario:
- Cut the fluff and get straight to the good stuff: Lindy’s chatbots can detect sentiment, understand your specific situation, and provide tailored solutions on the fly. Say goodbye to getting the runaround.
- Get FAQs: Waiting to talk to a human is a drag. Lindy can help you get answers to your burning questions in seconds instead of minutes or — it hurts just to think about it — hours.
Summing up
These 15 nurture campaign best practices will get you on the road to turning those leads into sweet, sweet conversions.
Did we cover everything there is to know? Of course not. But we got pretty darn close — if you follow these tips, your campaign will be in great shape.
Stay focused on providing value, building relationships, and delivering relevant content. Do that, and you'll be well on your way to campaign success.
Next steps: Try Lindy, the ultimate AI to get the best nurture campaigns
Ready to give your lead nurturing strategy a high-tech boost? Lindy can help.
Here's how Lindy can transform your lead nurturing:
- Get a 24/7 sales agent: Lindy can be virtually indistinguishable from a human when interacting with clients. It will speak with your brand voice and communicate fluidly, thanks to its powerful Natural Language Processing (NLP) capabilities.
- Use AI sales forecasting: Lindy's AI accurately identifies hot leads ready to buy, those who need a little nurturing, and those who might not be a good fit — all thanks to your data.
- Build lasting relationships: Keep your leads engaged with personalized messages that feel like they were written just for them using Lindy’s tool to generate sales content. No more “one-size-fits-all” messaging that makes people yawn and go to the competition.
- Scale your efforts: Create multiple Lindies to handle any volume of leads and watch them learn, collaborate, and improve over time. These Lindies operate in “societies,” pooling their silicon brainpower and know-how to produce staggering collaborative results.
- Connect: Integrate Lindy with your favorite tools, including CRMs, email marketing platforms, and a plethora of other platforms. Can’t find your tool on the list? Talk to our support team, and they’ll get it taken care of.
- Customize in seconds: Easily create a chatbot or new Lindy that speaks your brand's language — and no coding skills are needed.
