Optimizing Automated Nurture Campaigns

 

Automated nurture campaigns are a great opportunity to convert new leads into loyal customers.  In this post, I'll offer a few tips and tricks on using Motiva to optimize nurture campaigns for higher engagement and more conversions.

The anatomy of a nurture campaign, in its most simplest form, consists of a lead source and a series of email and decision steps with specific goals.  Automated nurtures can easily become long and complex, but knowing these foundational elements can help you identify opportunities for optimization.

Anatomy of a Nurture

The Name of the Game

When it comes to automated nurtures, one of the most fundamental goals for you as a marketer is to target and personalize.  Automated nurtures fall flat when your emails are clearly a series of canned messages designed to sell.  But if your messages speak directly to the interests, concerns, and goals of your contacts, then you have a much higher chance of engaging and converting.  Optimizing a nurture is all about targeting contacts with content and send time.

Set Business & Lead Goals

Beyond targeting, what are the specific goals of your nurture campaign?  Goals can vary greatly depending on the type of product or service your offering, the sales cycle, and the lead journey.

Nurture GoalsConsider not only your goals as a business, but also the goals of your leads.  What do your contacts want to learn?  What concerns do they have?  How can you build trust?  What value do they expect from your communications?  It's perfectly alright not to know the answers to these questions.  In fact, these are the kinds of questions that can guide your approach to optimization using message testing.

Message Testing

Incorporate Motiva's automated message testing steps into your campaigns to learn more about your contacts.

Remember, for message testing to work, it needs contacts.  The more contacts, the better.  Depending on the number of contacts flowing into your nurture campaign every day, it could take several weeks or months to determine the best performing version.  And it's worth the wait because the payoff can be huge as you determine which content is most relevant and engaging for your audience.

Check out our post on developing email versions for message testing to get inspiration on how to optimize your nurture.

Send Time AI

Motiva's per-contact Send Time AI step integrates seamlessly with a nurture campaign, especially if you're waiting 1 week or more between email steps.  As soon as a contact flows into a Send Time AI step, it finds the best day of the week and time of day to send the email according to the contact's previous open history.  Even with just one open, the model can begin optimizing send time automatically.

If the campaign targets new contacts, consider waiting to use Send Time Al a few steps into your campaign so we have some open data to analyze.

Learn more about using Send Time AI in your campaigns by watching our 5 minute video on Send Time AI tips and tricks.

Consider the Lead Source

If your lead source is a digital form, then you've got the best chance to gather specific information from the contact to deliver a more targeted nurture campaign.  In the form, ask at least one question that allows the contact to opt into a specific journey.

Otherwise, if your lead source is a list and you're emailing contacts cold, then offer as much value as possible upfront along with a chance to opt into a specific journey.

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