The Complete Guide to Nurture Emails

Oct 12, 2021

“Relationship” is the key word when it comes to your agency, and taking actions to “nurture” is truly the right move. 

It’s easy to convince someone to buy something and be done with you. But the smartest move is to build a relationship with your leads and clients, creating a sense of rapport and trust, so that their connection with you moves their buyer’s journey in a favorable direction. 

Never underestimate the importance of nurturing emails when it comes to lead nurturing, building up your business, and developing lasting, profitable client relationships. The purpose of nurture emails is to nurture those relationships, reminding your leads of what your agency provides and why their businesses need you. 

It is your job, as an agency owner, to educate your leads and keep them in the know. It’s also your job to continue educating your clients, keeping their needs at the forefront of your agency’s mission.

Let this complete guide to nurture emails and lead nurturing help you take action and develop your lead nurturing campaign!

The Perks

The biggest: It’s cheap!

A lead nurturing email literally takes very little effort and cost while keeping your agency relevant to your audience. explains that “For every $1 spent, it yields $40 in revenue.” That’s huge! And definitely worth it. 

We can also thank the lead nurturing email strategy for boosting the quality of agency leads and prospects that can ultimately nudge them to be ready to buy, boosting your sales and number of full-fledged clients. By showing your leads and clients that they are more than an opportunity for you to make money, that essentially, you want to engage, help and support them, you will attract more attention and revenue to your agency.

A personalized lead nurturing email can encourage willing engagement and communication from your leads and clients. Try including the recipient's name in the subject line to entice the reader. Using personalized subject lines as a part of your email nurturing sequence will yield higher open rates.

You’re much more likely to interact with a business that knows your name, knows who you are and what you’re about, right?

The same goes for the target audience of your lead nurturing emails. Use your nurture emails to provide value to your agency. In each lead nurturing email, tailor your message to nurture your leads as you inform them of the content, products, and services available to them from your agency.

Pairing email nurturing with the rest of your solid marketing strategy, and you are destined to yield more profit for your agency. 

Nurture Email Campaigns

A lead nurturing email is meant to answer questions your prospects may have that are giving them pause about your agency. Use them to keep your potential clients informed and educated about your agency, while you build trust and lead them through the marketing funnel.

The landing page for your email list tends to be where the email nurturing campaign begins. Your leads have shown actual interest in your knowledge and insight and want to become subscribers.

Be sure to set up a “Thank you” page to clearly express gratitude for your leads’ willingness to learn more. You can also use this page to tease more of your services or for leads to schedule a call with you.

After that initial interaction, your lead nurturing emails come into full swing. The first email of your lead nurturing email sequence should be a welcome email to your prospects. The welcome email should touch on some of the content your agency provides and how you can help as an agency owner. Demonstrating value in your agency, while maybe sharing some case studies for your readers to check out, is one of the best practices for this email marketing sequence.

A series of emails sharing tips, webinars, blog posts, any other relevant content and services you provide that will encourage both clients and potential clients to visit your website and consider your agency more seriously can help bridge the gap between a lead and a client. 

Timing out your email marketing to present your leads with an offer is part of the process, too. Although your focus is on the needs of your prospects, and you are working toward creating a relationship, you are still working on creating clients. So, you still have to sell your agency. 

Present promotions and deals through your email nurturing with the hopes of gaining clients. A landing page that can help leads through the process can help expedite the lead/client conversion. 

Be ready to continue the email nurturing campaign if the lead still isn’t ready. Continue sharing, guiding, and establishing yourself as an authority until the next opportunity to make an offer comes about while continuously generating leads who may also be interested in your content.

Email Nurturing Sequence

As an agency owner, you know the steps leads to take as part of the marketing funnel as they grow from leads to clients. You’re aware of the typical stages and how to react to them. 

The email nurture sequence is an ongoing procedure of creating emails for new and old leads as they work through these stages and sending them based on the actions of the leads.  

Did your lead check out an e-book you have? A follow-up could be a part of your email nurture sequence.

Did your lead put a resource in their shopping cart but not purchase it? A message reminding them to buy your incredible resource can be a part of your email nurture sequence. 

Did your lead enjoy a webinar you shared that included some marketing tips you’ve found useful? An announcement of an upcoming webinar with similar tips can be a great email for your email nurture sequence. 

Determining which type of emails fit into your agency’s email nurture sequence at a given time for a given lead is an important task for you to tackle. 

Most often, your agency will use knowledge-based and update/ announcement email sequences to appeal to your leads. These tend to do much of what your target audience is looking for: useful and current information about the industry as a whole and your agency. 

It’s best to work a ton of educational resources into your email nurture sequence to continuously demonstrate the value of your agency and what you know as an owner. It’s incredibly important to keep your leads up to date to help them fully grasp the entire scope of your agency’s value. 

These two approaches yield the most effects on your leads, creating the most favorable effects on your agency and its growth. It's also nice to break up the more educational and content-rich emails with something short and personal. Mix it up with The 9 Word Email to get leads on the phone faster.

Automation of Nurture Emails

Marketing automation is not always given enough credit. We tend to think it’s best, across the board, to do everything personally and by hand. Yes, that does give more of a personalized feel to your engagement with your leads, but not every nurture email needs to be done that way. 

Since some of your leads’ journey through the marketing funnel is predictable, you can plan out some of your nurture emails based on their actions and automate them. 

When a lead fills out the email subscription form, views specific pages on your website, or engages with certain call-to-action links, you can use marketing automation to automate specific responses to pair with each. 

Facebook lead ads can be automated and linked to parts of the sales process with your leads. The autoresponder or CRM can be used quickly and easily to direct leads to an automated email nurture sequence, so you don’t have to manually download leads, and they receive nurture emails quickly. Everything can just be quickly streamlined to help you reach leads and flow through your email marketing campaign. 

Email retargeting is another step that can be automated to make the campaign more seamless for agency owners. Facebook, Google, and LinkedIn all have the ability to retarget your email lists with offers and ads specific for leads who often browse your website and resources. 

Uploading your leads to these platforms and using their software to reach your leads as part of your marketing automation campaign can connect you with people viewing your agency relatively easily. 

Setting up for Success

We’ve discussed the value of relevant, high-ranking leads in previous blog posts, placing the most stock in quality vs. quantity when it comes to your prospects. By ranking your prospects to best reflect the most promising leads and where they are in the sales funnel, set your agency up for how to best handle their needs. 

Knowing which emails to send at which times, based on the quality of the potential clients and where they are in their journey will change how the process actually works for you. 

Do your research and ask the right questions. If you're in need of more content marketing best practices, head on over to read Content Marketing for Agencies: 5 tips to succeed.

What is the lead’s interest level? Does your agency have a product or service that is a good fit for their needs? Where are they in their journey?

These are all great things to know that affect your lead ranking and your lead nurturing email campaign.

You can also consider categorizing your leads, as they become subscribers to your email list, into groupings based on the demographics, pain points, etc. 

You already have a buyer persona that you’re basing much of your campaign on, but better understanding the makeup of your prospects and being specific about who they are will help you appeal to them. 

You can better grasp what appeals to each segment's needs, what nurture sequences encourage their engagement most, and what simply does not work for each segment. 

Marketing automation can help make the nurture email sequence even easier than it already is. Try to automate and use as many tools as you can to approach this process and ensure your prospects are getting what they need from your agency. Your nurturing campaign can also include sending personalized emails to your prospects in your own voice, reassuring them that you are thinking of them and their needs specifically. Share information that your leads may have explicitly made note of or expressed a need for and personalize a response just for them. You’ll be surprised at how meaningful that can be for your sales strategy. 

Don’t be afraid to diversify! Emails are not the end-all, be-all. Don't limit yourself to an email marketing campaign. If we really get down to it, email nurturing may not work for everyone, so we encourage you to try all kinds of approaches. Reach out to leads on social media, post videos on YouTube, and, of course, write consistently for your blog. Mixing your nurturing strategy will give you the best shot at reaching the most eyes!

This is all about building a connection and relationship with your potential clients, as well as continuing the bond with your clients. Email nurturing and email marketing can truly help nourish rapport with all who come into contact with your agency, and the process can be incredibly lucrative for you. 

If you're not sure where to start out, check out our 52-week email nurture sequence for digital marketing agency owners. You can use them as-is, or customize them specifically to your agency without spending days coming up with content ideas.