Nurturing Campaign Spotlight

nurturing spotlight

Nov 8, 2016 by Emily Gunderson

The type of nurturing campaign you choose depends on who your audience is and what your goals are. Each email isn’t necessarily a push for sales; emails that build trust and remind leads of your company are just as important. We’ve broken down nurturing campaigns into 10 different categories:

  1. Welcome
  2. Qualification
  3. Retention
  4. Accelerator
  5. Acquisition
  6. Call to Action
  7. Re-engagement
  8. Post-Purchase
  9. Ad-Hoc
  10. Personal

Today, we’ll share a few real-life emails we’ve received and discuss how they fit into these categories. Check out full descriptions of each campaign type on our website.

Retention: Emma

Retention nurturing campaigns are designed to build awareness, educate, and simply keep in touch. The emails might contain newsletters, weekly tips, industry news—anything that engages your audience without a direct selling point.

Our friends at Emma have a booming blog that’s always filled with interesting topics and great tips. As a subscriber to their emails, I receive an email like the one below about once a week.

email from Emma

The emails contain a quick blurb about a blog post with a link to the article. They all use this template, but vary in color. I imagine it’s a quick process for them to plug in an image, write an intro, and reset the colors, but the ease of it doesn’t compromise the effectiveness. (I honestly didn’t notice the consistent template until I wrote this post!)

Even on days when I just want to quickly clear out my inbox, I end up clicking through Emma’s blog-promoting emails. The intriguing content, clear CTA, and pleasing aesthetic all work together to capture my attention and get that conversion. Simply put, Emma is rocking it with this retention campaign.

Personal: Cora

Giving your emails a personal touch can really draw in your audience and make them feel valued. A message from a founder, CEO, or even a named staff member can show how much your business cares about customer experience.

One company that uses the personal campaign very well is Cora. To give you a little background, Cora sells organic feminine products that deliver right to the customer’s door. When customers make a purchase, they set up an account and make a delivery plan—it isn’t a one-time purchase. Since customers have an ongoing subscription, Cora doesn’t need to sell to them in their emails. So, they opted for something personal.

Cora’s biweekly journal, The Day One Edit, is a very personal message from founder Molly. In October 20th’s email, Molly shared her thoughts on fall and the time she’s taken to reflect on her goals.

The personal emails from Molly remind readers of Cora’s true objective: empowering women. Whenever I receive an email from Molly, I am reminded of why I fell in love with this company and why I will continue my subscription with them. They don’t need to sell me on Cora; they just need to keep me engaged. Their personal emails are doing just that.

Re-Engagement: Tropical Smoothie Café

When subscribers lose interest, a re-engagement campaign can get things back on track. The emails might contain a thoughtful message, intriguing content, or a discount. Whatever you decide, putting some effort into re-engagement is worth it. Return Path found that 45% of subscribers that received a “win-back” email read subsequent messages.

When I originally signed up for Tropical Smoothie Café’s Email Club, I was asked to download their app to receive my reward. Of course, I downloaded that sucker right away and headed to the nearest Café. Soon after, I forgot about app and eventually deleted it from my phone.

A few weeks later, I received this email:

Tropical Smoothie Cafe email headerTropical Smoothie email GIFTropical Smoothie Email body
















This email had me re-downloading the app and heading back to Tropical Smoothie in a flash. And this time, I stuck with it. Sometimes your audience just needs a little push to get into the rhythm of things. Tropical Smoothie knew that it’d take some time and effort to get people consistently using their app, so they used a re-engagement campaign—and it sure worked its magic on me.

Want to learn more about the 10 types of nurturing campaigns? We give a full description of each campaign type on our website.

Show me the 10 campaignsReady to get started? Check out our blog post, “How to Start a Nurturing Campaign,” for a few tips!

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