This post was contributed by Ross Jenkins of DigitalME, an ActiveCampaign Certified Consultant.

So, you’ve got new leads.

That’s a big accomplishment!

Now what?

It’s time to turn your leads into customers. If you’re new to building lead nurturing strategies, you may feel overwhelmed about your next steps.

In this post, you’ll learn how to develop long-term relationships with your new leads and how to build four types of email campaigns to jumpstart the customer experience.

Follow the customer lifecycle framework

The first stage of the customer lifecycle involves nurturing and educating your lead about your product or service. Through several marketing efforts, like blog posts, social media, and email campaigns, you can showcase the benefits of your brand to new leads.

lead nurturing campaigns

But remember, nurturing your leads is an ongoing process. Writing one blog post or sending a single email isn’t enough. Instead, consider the lead nurturing process as a series of communications with the individual.

By focusing on building high-quality customer relationships, you can turn your leads into paying customers.

Build a long-term customer relationship

Segmenting your leads is key to building better relationships. Through email segmentation, you can adjust your marketing spend and target the audience that is most likely to become customers. Then, you can provide valuable content to the right lead at the right time. Below are four types of email campaigns to help you.

1. Create targeted welcome emails

By welcoming a new lead, you’re making a good impression that reflects your brand.

Your welcome email could be anything from offering a discount for their first purchase, a quick video tutorial, a fun-loving hello, to a downloadable free exclusive ebook.

Welcome emails are so effective their average open rate is a whopping 50%, which is 86% more effective than standard newsletters.

And more interestingly, subscribers who receive welcome emails show 33% more engagement with the brand.

Welcome emails are designed to help customers get familiar with your brand. Furthermore, welcome emails give you the chance to show off what makes your company great.

A welcome email starts once a new contact has been added to your list. It needs to give a warm, fuzzy, and welcoming vibe, allowing the lead to feel the start of the personal relationship.

When do you send a welcome email? If you use a double opt-in system, you should send a welcome email once the subscriber verifies their email address. If not, send a welcome email when a new lead signs up on your form.

Check out this welcome email from Medium.com below.

lead nurturing campaigns

Now, look at how Medium leads their new subscribers to read their stories:lead nurturing campaigns

2. Send relevant newsletters

By sending newsletters, you keep your targeted audience always in the know about your business. They are also effective in building conversations with your audience, sharing valuable and informative content, and growing your lead base.

Sending an email isn’t just about placing a big advertisement in the email. Instead, it’s about sending targeted messages based on purchase history and demographics.

Take a look at his newsletter from Outwrite, providing educational content:

lead nurturing campaigns

How often should your send newsletters? Newsletters can be time-based and sent at predetermined interval times. Or, they can be trigger-based, sending a particular email based on the subscriber’s actions.

3. Upgrade promotional emails

A SaleCycle study found that 59% of the respondents said that marketing emails influence their purchase decisions, and 50% buy from marketing emails at least once a month.

Promotional emails are focused on discounts or incentives to boost sales and revenue. The goal of promotional emails is to persuade customers to take an actionーmake a purchase, join your webinar, or enter a course.

But take note, promotional emails are not just entirely for announcing special offers. They’re also a powerful way to build brand awareness, generate sales, and improve relationships with customers and prospects. After all, you need to find ways to keep your subscribers excited to open your email.

When it comes to promotional emails, less is more. Share your company’s story and the history behind your product or service.

Big e-commerce brands know this very well. Check out this succinct promotional email from Canva:
lead nurturing campaigns

Keep your content concise, yet powerful. Be persuasive, but do not sound too salesy. You can achieve this goal by talking about the problem (something that keeps them up at night) and showing how your product or service provides the solution. Tell stories!

Here are some ideas for your next promotional emails:

Limited-time offers

This limited-time offer from Adobe is short and compelling. Notice how they used “Save Now” as the CTA, instead of “Buy Now.”

lead nurturing campaigns

Sales promotion

Simple, direct, and persuasive sales promotion email from Drop.

lead nurturing campaigns

Product launch

What better way to entice your prospects with your new product than boasting its benefits? Samsung’s product launch email is compelling and attractive.

lead nurturing campaigns

Subscriber-only offers

Booking.com gives exclusive offers to subscribers. It’s a great way to encourage your prospects to subscribe to your newsletter to receive such offers.

lead nurturing campaigns

4. Develop triggered emails

Have you ever received a special offer email just hours after you browsed an online store?

Triggered emails are specific to your lead’s behavior, meaning they get relevant messages based on an action they take in your customer lifecycle.

Check out some of these examples:

  • If a lead hasn’t checked your website in a while > special offer email
  • If a lead always reads your email > reward email

Here’s a triggered email sent by StreetBy after a user creates an account.

lead nurturing campaigns

Gain more customers with lead nurturing campaigns

By using lead nurturing campaigns effectively, your leads can turn into paying customers. It all starts with building quality relationships.

Reach and engage with your leads by providing educational content. You can create these four lead nurturing campaigns to earn more customers.

Ross Jenkins is the founder of DigitalME and an ActiveCampaign Certified Consultant. He is ranked #1 on UpWork for his proficiency in digital marketing. DigitalME offers targeted digital solutions and is perfect for anyone who wants to increase leads, sales, and productivity through automation.