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Nurture Sequence Overview
Purpose of the nurture sequence
The nurture sequence is designed to keep your business fresh in your customers minds, after they have previously engaged with your business. By periodically reminding them of your business through providing valuable information, you will remain top of mind as the customer moves towards making a decision to purchase / take action.
How the nurture sequence works
The nurture sequence will send out emails to your customers – normally around 6 or 7 – over a set amount of time. These emails will be designed to provide value and help the customer come to a decision, all while showcasing your brand as experts in your field, and providing calls to action with each step.
There are multiple ways contacts can be added into the nurture sequence, and once they’re in, they will move through the stages, until they reach the end of the sequence.
How to add contacts in bulk
Exporting your .CSV file
In order to add contacts in bulk, you will need to export a list of your leads into a .CSV file. This can be done in most customer management software – simply find a list of all the leads you would like to add into your nurture sequence, and hit ‘export’.
Importing into Entium
Now that you have your .CSV of leads, to add them to your nurture sequence, log into Entium. Once you are in your Entium account, go to the ‘contacts’ tab and click on the ‘import’ button in the top row of icons.
Drag your .CSV file into the box to upload it to Entium, and hit ‘next’
By looking at the dataset, Entium will automatically try to assign the data to the correct categories, by looking at the header rows of the data. Check that these fields are all lined up correctly, and if you don’t want to include certain fields, click the dropdown menu, and click the ‘select’ option at the top of the menu to unselect the data, and then tick the box at the bottom, so that the empty data will not be imported.
In the final screen, click into the advanced menu, and add the tag ‘nurture sequence’ to the contacts – this will mean all the contacts you import are immediately added into your nurture sequence.
Tick the consent checkbox, and hit submit, and you’re all done! You can repeat this once a month, to keep your latest leads reminded about your business, and provide them with valuable information via emails.
How to add individual contacts
Webhooks
If you are using compatible software for managing customers, they can be automatically added to your nurture sequence as soon as a certain action is taken. For websites, this can be when contacts hit submit on a form to download a PDF, or for job management software, this can be when a job is marked as ‘complete’ etc.
If you are not using software that is able to send out webhooks, then you can add contacts in bulk, or individually through various methods
Adding from your contact list
If you have contacts in Entium that are not yet in the nurture sequence, you can add them in manually.
Go to your contacts list, and add a filter. Choose the filter ‘tag’ and then choose ‘is not’ and ‘nurture sequence’. apply this filter, and you will see a list of all your contacts that are not yet in your nurture sequence.
To add them to your nurture sequence, select as many contacts as you want, and then go to ‘add tag’ in the top menu row, and choose to add the ‘nurture sequence’ tag. Name the action anything you want, and submit. This will add all selected contacts into the nurture sequence.
Add individuals through form
For adding individual contacts, you can use the ‘add contact to nurture sequence’ form. Simply enter in the contacts name, and email, and submit, and they will be added into your nurture sequence.
How to remove contacts from nurture sequence
Customer hits unsubscribe from email
In the emails sent out, we include an unsubscribe link at the bottom. When the customer clicks on this, they are unsubscribed from the email sequence, and the tags ‘nurture sequence stopped’ and ‘nurture sequence unsubscribed’ are added to identify them.
When a customer unsubscribes, an email will be sent through to you, letting you know they have unsubscribed.
Drag contact out of nurture sequence
To easily unsubscribe contacts in a more visual way, you can navigate to the opportunities section in Entium. In here, you can see a list of all the contacts in your nurture sequence. Simply grab the card of the contact you want to remove, and drag them over to the ‘Nurture sequence stopped’ stage. This will automatically then add the ‘nurture sequence stopped’ tag – preventing them from receiving any more emails.
Unsubscribe individuals using the form
To unsubscribe specific email addresses, you can use the ‘stop nurture sequence’ form. Simply type in the contacts email and submit, and they will be unsubscribed.
Prompt to unsubscribe
2 days before the final email in the sequence, an email is sent out your email address, letting you know the contact will receive the final email in a few days, and that if the contact has previously taken action, such as called you, or emailed, and they haven’t already been taken out of the nurture sequence, it is important to do this now, before they receive the final email.
The email contains a link to the ‘stop nurture sequence’ form, which will be automatically filled in with the contacts email address. Simply hit ‘submit’ on the form, and they wont receive the final email.
