You want to run killer nurture campaigns in 2024 and convert like crazy — but where do you start? With so many tactics and channels these days, it's tough to know which ones move the needle.
Lucky for you, we’ve got 15 proven nurture campaign best practices that will take your lead gen to the next level.
Let’s get to it.
15 nurture campaign best practices to follow
1. Segment your audience
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.
- Create content tailored to each segment's specific needs and desires. Ditch the generic messaging! Everyone gets a nurture sequence as unique as their DNA.
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 getting blasted with a trite, generic email:
- 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.
- 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
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 (kinda) 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? Or a cart abandonment reminder when they leave items behind? You can set up automated triggers based on specific user actions to keep the conversation flowing.
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, case studies — things the Lindy AI answer generator can help with.
- 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.
5. Maintain consistent communication
You've got their attention — now it's time to nurture that interest. Consistent communication is a major part of keeping your prospects engaged and your brand at the top of their minds.
Here’s how you can keep communication nice and tight:
- Send emails on a regular schedule. Whether it's weekly, bi-weekly, or monthly, pick a cadence and stick to it. Consistent email lead nurturing breeds familiarity, and familiarity breeds trust (and sales).
- Keep your branding on point. Your emails should be instantly recognizable as coming from your brand. Use consistent colors, logos, and voice across all your communications. It pays to have a signature email style.
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.
- Track and optimize: Use analytics to track which channels are performing best and adjust your strategy accordingly. This will ensure you're investing your time and resources where they'll have the biggest impact.
7. Optimize subject lines and preview text
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 to actually read your message:
8. Focus on mobile optimization
Ignoring mobile optimization in your nurture campaigns is basically committing marketing malpractice. Picture this: A hot lead is devouring your carefully crafted content, getting more hyped by the second to buy your product…only to land on a page that looks like it came out of 1997 Geocities. No bueno.
Here’s how to avoid that:
- Don't be that guy (or gal). Make sure your email lead nurturing and landing pages are optimized for mobile with a clean, easy-to-navigate design. Use thumb-friendly buttons, condensed content, and the works.
- Don't go nuts with images and HTML. Keep it simple and text-based so it renders properly across devices and email clients. Nobody wants a jumbled mess in their inbox.
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.
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. This is not the time for guessing games!
- Pile on the value. Remind them of the tantalizing 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 nice and tidy:
- Serve up bite-sized, easy-to-digest 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. Nobody likes wasting their time on stuff that doesn't apply to them.
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, analyze, 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, ensuring you're asking the right questions to the right people.
- Analyze feedback faster: AI can quickly organize and save large volumes of feedback, patterns, and sentiments that would take humans hours to uncover.
- Turn insights into action: These tools 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. Honesty is the best policy, and it'll keep the regulators off your back.
- Stay on top of the ever-changing laws and regulations. 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.
- While you sleep, your bot works. Delivering 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. AI bots can understand your specific situation and provide tailored solutions on the fly. Say goodbye to getting the runaround.
- Get intelligent FAQ searches. AI can analyze your behavior and give you the personalized support you need when you need it. It’s basically having a smart FAQ that can tailor its responses to your particular situation.
Meet Lindy: The ultimate AI to follow nurture campaign best practices
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.
Try Lindy for free.
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.
