Lead Nurturing Structure

Configuring the system

Welcome

Configuring a lead nurturing system takes time and clear planning.

If you do it correctly from the start it will run smoothly and boost your business dramatically. At this point we highly advise using a whiteboard or other tool to map out the various flows. We’ll get into the details shortly.

If at any point you get stuck, please contact us to assist you in setting it up.

First Steps - The Setup

Step 1 – Group Your Key Segments

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Take all the people that you interact with and group them into various buckets. Each of these groups will have different requirements so they will each need their own “Nurturing Chain”.

For an average company, an example of high level groups would be:

  Customers

Possible Customers (Sales Enquiries)

Suppliers

Partners

Staff

As you can see these are distinct groups that will need their own ‘lead nurturing’. Since what you send clients is normally NOT sent to suppliers!

How To Do It

It’s ALL very easy!

On the ‘Lead Nurturing’ dashboard find the section called “Manage Mailing List Groups” and create the appropriate parent groups.

Step 2 – Identify Sub Groups For Each Segment

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For each of the above groups you would think about if there are any subsets within that group. While for many companies they may not be able to do this, for others it’s a great way to do really targetted lead nurturing, making it more personal which has a higher conversion rate.

As an example, let’s say you have the ‘Customer’ parent group. You need to consider are all customers the same? Do they all need to be nurtured in the same way?

If not, then you could break the ‘Customer’ group into subsets, since each of these sub-groups will get their own lead nurturing campaign.

If you sell diverse products that are not related you might group these customers into subsets. As an example, if you’re an online shop you might have a subset for ‘Women’ and one for ‘Men’ – since you’d probably send them different information!

Basically, you create a subset for any groups that need different information.

NOTE: The more sub groups you have the more unique emails and email sequences you need to setup. It can compound very quickly! You might have 3 parent groups, each with 5 sub-groups, that’s 15 unique lead nurturing campaigns, with an average of 20 emails each, and you’re at 300 emails that need to be written! Think carefully, if it adds value in breaking them into sub-groups.

How To Do It

On the ‘Lead Nurturing’ dashboard find the section called “Manage Mailing Lists” and create the appropriate mailing lists for each subset you defined. Basically, each subset is a mailing list that will receive a sequence of unique emails.

Step 3 – Define A Goal

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For each of your groups and subsets you need to define a goal. This will help in creating a smooth flow.

Let’s look at some practical examples.

For the “Customer Group” you might have 2 goals. One goal is to educate them about your product so that they use it more and you have a higher engagement, and another goal might be to “Upsell & Cross-sell”.

If the customer understands your product they are more likely to buy extra products that you sell.

So with these two goals in mind, you’d start planning a lead nurturing campaign to meet these goals.

Having clearly defined goals for each group and subset will allow you to create targeted lead nurturing to really improve your business.

Step 4 – Import Subscribers

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For each of your subsets you need to import existing subscribers, so that they can start to get “nurtured”!

Our system will automatically add subscribers to the correct group, however, you may have some existing people you wish to add and this is when you would do it.

How To Do It

On the ‘Lead Nurturing’ dashboard find the section called “Import & Export Subscribers”.

I would start by FIRST exporting a subscriber so you can see the correct format required. (If there aren’t any subscribers to export, just add a once off subscriber manually – go back to the dashboard to do this).

See the attached image.

Import Subscribers

Configuring The Campaign

1. Create The Emails

On the ‘Lead Nurturing’ dashboard find the section called “Manage Emails” and select “Create New”.

Create The Content

Create a catchy subject and insert the body text.

If you need to insert any special fields you can do so as well. These will update for each person.

Go on, try it out! It’s really easy to use!

Check Your Spam Score

You will find this section on the right of the page. If you can’t see it, click on the heading “Spam Score” and it will expand. A high spam score means that it is more likely to go into someones spam folder and they won’t see your email. Try and keep it as low as possible.

Select Who Will Receive This Newsletter

Select the group that you would like to send this newsletter to. If you want to send to a specific segment, use the “Segment” tab.

Select A Theme

After you have selected the theme, below the newsletter there is a “Live Preview” window, make sure you press the “Update Preview” button to see changes to the theme!

Save & Send Demo

First step is to save the draft, and the next step is to send yourself a preview!

That’s it for now. We’ll come back to scheduling this email.

Want To Send Attachments?

Below the newsletter you will find this section and it will allow you to send attachments with your email.

NOTE: Sending attachments increases your chances the email will go into their spam folder or be rejected so use this feature wisely.

Want To Post To Your News Section?

If you want to post this newsletter to your blog/news section select this.

NOTE: We advise setting the status to DRAFT and then reviewing it before you make it live on your website. To access this, go to your “Global Dashboard” and select the “Manage Content” button.

Step 1

Create The Content

Create a catchy subject and insert the body text.

If you need to insert any special fields you can do so as well. These will update for each person.

Go on, try it out! It’s really easy to use!

Step 2

Check Your Spam Score

You will find this section on the right of the page. If you can’t see it, click on the heading “Spam Score” and it will expand. A high spam score means that it is more likely to go into someones spam folder and they won’t see your email. Try and keep it as low as possible.

Step 3

Select Who Will Receive This Newsletter

Select the group that you would like to send this newsletter to. If you want to send to a specific segment, use the “Segment” tab.

Step 4

Select A Theme

After you have selected the theme, below the newsletter there is a “Live Preview” window, make sure you press the “Update Preview” button to see changes to the theme!

Step 5

Save & Send Demo

First step is to save the draft, and the next step is to send yourself a preview!

That’s it for now. We’ll come back to scheduling this email.

Step 6

Want To Send Attachments?

Below the newsletter you will find this section and it will allow you to send attachments with your email.

NOTE: Sending attachments increases your chances the email will go into their spam folder or be rejected so use this feature wisely.

Step 7

Want To Post To Your News Section?

If you want to post this newsletter to your blog/news section select this.

NOTE: We advise setting the status to DRAFT and then reviewing it before you make it live on your website. To access this, go to your “Global Dashboard” and select the “Manage Content” button.

Should you wish you can see all the emails you’ve created by pressing the “Draft Emails” button on your dashboard.

2. Create The Autoresponders

On the ‘Lead Nurturing’ dashboard find the section called “Scheduled Emails/Autoresponders” and select “Create New”.

This screen has help files included and it’s really easy!

NOTE: You can send the same autoresponder to multiple lists but just note the delay as it get’s sent based on the interval you recommend.

We recommend rather creating a unique autoresponder for each LIST. Using this method you can use the same email and send it to multiple lists but each will have it with the right delay.

3. Review The Autoresponders

On the ‘Lead Nurturing’ dashboard find the section called “Scheduled Emails/Autoresponders” and select “All Emails”.

Here you can see the sequence as well as which lists will receive them when.