Introduction:

This Lead Nurturing Email Sequence Process has been designed as an aid for you to develop a healthy lead nurturing campaign. 

Lead nurturing is an essential part of your sales process. By developing a healthy lead nurturing campaign, you will realize substantial benefits to your sale performances. 

This Lead Nurturing Email Sequence Process helps you get your lead nurturing campaign right, for you to reap such benefits. 

As you work through this Lead Nurturing Email Sequence Process, you will be presented with form fields for which you are required to populate with your own specific data.

Process Street provides more information on how to use each form field in the 'Record Checklist Details' task.

You will also be presented with stop tasks ensuring task order, and our conditional logic feature used to create a dynamic process, catering to your specific needs.

Finally, our dynamic due date feature has been used to enforce task due dates, making sure essential steps are completed in good time.

As a manager, you will begin the process. You can provide an overview of how you would like the campaign to be built by a given team member. You can then delegate the tasks of writing the email campaign to the relevant team members using Process Street's role assignment feature.

Once the email campaign has been written, it is up to the manager to then provide approval. The relevant employee will not be able to complete this process until approval has been obtained and implemented.

Record checklist details

In this Lead Nurturing Email Sequence Process, you will be presented with the following form fields, which you are required to populate with your own specific data. More information is provided for each form field via linkage to our help pages:

To begin the Lead Nurturing Process, enter the required details into the form fields below.

This is a stop task, which means you cannot progress in this Lead Nurturing Process until the required form fields are complete.

You can also enter a due date for the completion of the lead nurturing sequence of emails. This will utilize our dynamic due date feature, notifying you 24 hours before the email sequence should be completed.

In this next section, you can assign tasks to a specific user using our role assignment form fields below. 

This Lead Nurturing Process has been designed to split the task of completing a lead nurturing campaign into sections. For example, 'Record campaign details' is to be completed by the relevant manager. The production of the actual campaign messages is to be completed by the relevant employee.

Record campaign details:

Define the goal of the campaign

Begin your lead nurturing campaign, you can start by defining your campaigns intended goal.

Fill in the below form fields with your own data. You are presented with the long text form field to do this.

Campaign goals need to be SMART: Specific, Measurable, Achievable, Realistic and Timely.

Define the target audience for the campaign

The next stage of this Lead Nurturing campaign is to define the target audience.

If you have a target segment in mind, you can complete the below short text form field indicating this segment.

Alternatively, you can upload your email list using our file upload widget below, or you can copy and paste a URL link of this email list using our website form field.

Using our long text form field, you can then define important recipient details that need to be considered and valuable information to be passed on for the email campaign (if required).

By defining a target audience for your campaign, you can develop an effective marketing communicating strategy.

To define a target audience, it is a set of individuals who share similar needs or characteristics that your company hopes to serve.

Email the assignee

You can use our email widget to email the campaign details to the assignee. 

Review campaign details

A full report of the campaign details has been provided summarizing these details for your review and records.

Campaign Details

Lead Nurturing Campaign

Campaign to be completed by {{form.Full_name_of_the_employee}}

Campaign goal 

Intended audience

{{form.Define_the_campaign's_intended_audience.}}

Intended Impact

{{form.Define_the_campaign_intended_impact.}} 

Desired outcome

{{form.Define_the_desired_outcome_of_the_campaign.}}

Target Audience

Important recipient details 

{{form.Define_important_recipient_details}}

Define the most valuable information

{{form.Define_the_most_valuable_information}}

Review lead nurturing details:

Learn the basis of lead nurturing

Picture your sales process as a funnel.

Your sale funnel begins, capturing the attention of prospects. Some prospects will be convinced to become buyers. 

Your buyers need what you offer. Buyers are willing to invest in your product or service. 

Buyers will pass through your sales funnel. A funnel that continues to nurture the best customers, filtering out mismatches. 

The end product?

The end product is a refined, and specific target customer. This is your target audiences. An ultra-responsive consumer, who experiences the most satisfaction and value from your product/service. 

But where does lead nurturing come in? What is the use of lead nurturing?

'' Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer's journey'' - Marketo

Your sales funnel will consist of leads that are not ready to buy (50%), and spew out only a small percentage of actual buyers (20%). 

With a lead nurturing campaign, companies can generate a 50% increase in sales, with a 33% lower cost.

Drawing from the above quotation, you can see that lead nurturing as a process acts to guide your prospects through your sales funnel, to the final buying stage. 

A 2018 Deman Generation Benchmark Survey Report noted 67% of business to business marketers proclaimed a 10% increase in sales as a result of a given lead nurturing campaign. 

It is stated to take six to eight touches with a prospect before a viable sale can be generated, as such, very few of your customers would have decided to purchase after their first interaction.

You need to present yourself as an expert and authority on your subject so that your leads are comfortable trusting you.

You can send general broadcast emails, such as recent blog posts, upcoming events, and promotions. These will nurture your list over time.

In addition to this, it is smart to also send special content to leads that are warmer than average. Identify people who are especially interested in your brand. Look at how much content they have signed up to, to determine these warmer customers.

Customer who have signed up to multiple pieces of content, or/and signed up to content indicating they intend to the buy, they are warmer still.

For customers who have directly contacted you with a product question, they are burning hot.

Cater your lead nurturing campaign emails to each customer segment in accordance with how 'hot' they are. Warmer customers should receive middle of the funnel content.

Learn about creating and running lead nurturing programs

Watch the below video for more information on producing a healthy lead nurturing campaign. 

Transactional sequence:

Write message 1

It is time to write your first email for this lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

The form fields have been designed to provide you with the option to conduct A/B testing.  

You have the options to add attachments to this first email or to add a relevant URL link

You are then presented with a dropdown form field, which represents a conditional logic step in this process. Selecting 'Yes' or 'No' will direct you to the relevant stage in this process. 

Each stage in this process will follow the same format as this first message. 

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    Intro / About Us / Credibility
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    Meeting / Call Request
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    Follow Up
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    Content
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    Check In
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    Education
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    Testimonial
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    Special Offer / Discount
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    New Feature update
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    Solution
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    Massive Value Bomb
  • 12
    Connect / Intro to person
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A/B testing, also known as split testing, allows you to decipher the best campaign options. In A/B testing you can send two variants of an email to an equal percentage of your mailing list. Observing matrices such as 'open rate' and 'click-through rate' will then enable you to determine the most effective variant.

Write message 2

It is time to write your second email in the lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

  • 1
    Intro / About Us / Credibility
  • 2
    Meeting / Call Request
  • 3
    Follow Up
  • 4
    Content
  • 5
    Check In
  • 6
    Education
  • 7
    Testimonial
  • 8
    Special Offer / Discount
  • 9
    New Feature update
  • 10
    Solution
  • 11
    Massive Value Bomb
  • 12
    Connect / Intro to person
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Write message 3

It is time to write your third email in the lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

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    Intro / About Us / Credibility
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    Meeting / Call Request
  • 3
    Follow Up
  • 4
    Content
  • 5
    Check In
  • 6
    Education
  • 7
    Testimonial
  • 8
    Special Offer / Discount
  • 9
    New Feature update
  • 10
    Solution
  • 11
    Massive Value Bomb
  • 12
    Connect / Intro to person
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Write message 4

It is time to write your fourth email in the lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

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    Intro / About Us / Credibility
  • 2
    Meeting / Call Request
  • 3
    Follow Up
  • 4
    Content
  • 5
    Check In
  • 6
    Education
  • 7
    Testimonial
  • 8
    Special Offer / Discount
  • 9
    New Feature update
  • 10
    Solution
  • 11
    Massive Value Bomb
  • 12
    Connect / Intro to person
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Write message 5

It is time to write your fifth email in the lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

  • 1
    Intro / About Us / Credibility
  • 2
    Meeting / Call Request
  • 3
    Follow Up
  • 4
    Content
  • 5
    Check In
  • 6
    Education
  • 7
    Testimonial
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    Special Offer / Discount
  • 9
    New Feature update
  • 10
    Solution
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    Massive Value Bomb
  • 12
    Connect / Intro to person
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Write message 6

It is time to write your sixth email in the lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

  • 1
    Intro / About Us / Credibility
  • 2
    Meeting / Call Request
  • 3
    Follow Up
  • 4
    Content
  • 5
    Check In
  • 6
    Education
  • 7
    Testimonial
  • 8
    Special Offer / Discount
  • 9
    New Feature update
  • 10
    Solution
  • 11
    Massive Value Bomb
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    Connect / Intro to person
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Write message 7

It is time to write your seventh email in the lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

  • 1
    Intro / About Us / Credibility
  • 2
    Meeting / Call Request
  • 3
    Follow Up
  • 4
    Content
  • 5
    Check In
  • 6
    Education
  • 7
    Testimonial
  • 8
    Special Offer / Discount
  • 9
    New Feature update
  • 10
    Solution
  • 11
    Massive Value Bomb
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    Connect / Intro to person
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Write message 8

It is time to write your eighth email in the lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

  • 1
    Intro / About Us / Credibility
  • 2
    Meeting / Call Request
  • 3
    Follow Up
  • 4
    Content
  • 5
    Check In
  • 6
    Education
  • 7
    Testimonial
  • 8
    Special Offer / Discount
  • 9
    New Feature update
  • 10
    Solution
  • 11
    Massive Value Bomb
  • 12
    Connect / Intro to person
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Write message 9

It is time to write your ninth email in the lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

  • 1
    Intro / About Us / Credibility
  • 2
    Meeting / Call Request
  • 3
    Follow Up
  • 4
    Content
  • 5
    Check In
  • 6
    Education
  • 7
    Testimonial
  • 8
    Special Offer / Discount
  • 9
    New Feature update
  • 10
    Solution
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    Massive Value Bomb
  • 12
    Connect / Intro to person
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Write message 10

It is time to write your ninth email in the lead nurturing campaign email sequence. 

Work through the form fields below to guide you through this process. 

  • 1
    Intro / About Us / Credibility
  • 2
    Meeting / Call Request
  • 3
    Follow Up
  • 4
    Content
  • 5
    Check In
  • 6
    Education
  • 7
    Testimonial
  • 8
    Special Offer / Discount
  • 9
    New Feature update
  • 10
    Solution
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    Massive Value Bomb
  • 12
    Connect / Intro to person

Feedback and approval:

Review the campaign

Once you have created the email series for this campaign, the next stage of the lead nurturing campaign process would be to obtain the required feedback and managerial approval

You are presented with our subtask form field. Check off each task on its completion below. 

  • 1
    Perform a spell on each message.
  • 2
    Make sure each email is grammatically correct and makes sense.

Provide feedback

Look through the proposed email campaign and provide your feedback in the long text form field below.

Review and implement feedback

Review the feedback provided by your manager and implement this feedback.

This is a stop task. You cannot complete the Lead Nurturing Process until feedback has been reviewed and implemented.

Feedback provided: {{form.Provide_feedback}}

  • 1
    Review managerial feedback
  • 2
    Implement managerial feedback

Sources:

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