The New Email Nurturing Strategy That Improved Our Engagement By Over 1,000%

There’s been a ton of research about lead nurturing and its ability to affect a funnel. We know that, on average, we see more qualified leads, shorter sales cycles, and larger purchase amounts made by nurtured leads when compared with non-nurtured leads. Who doesn’t want that?

并使用自动化，单个营销人员可以扩展和拥有全球培养策略。

However, with great power, comes great responsibility.

养育全部是建立关系并提供价值。通过帮助您的潜在客户，用户和客户回答问题并应对挑战，您可以建立信任并为他们从公司购买。bob全站app但是，当今许多企业都以应对这些目标的方式使用自动化，并为他们的联系而创造糟糕的体验。

Before we go any further, some context about our nurturing and automation “fundamental truths” will be helpful. At HubSpot, we believe that nurturing and automation:

1. Should not be about your company.如果您的流程仅谈论您的业务，您赢得的奖项，拥有多少客户等等。人们会收听您，而您的养育将不会有效。
2. 应该以客户为中心。You want your customer to feel empowered by your business.
3. 不应该是推销。如果您的流程仅谈论功能清单，价格点和折扣，那么人们将很快失去兴趣。
4. Should be helpful.您想提前提供价值，为您的联系人提供一些帮助他们的东西，然后再要求他们提供一件事。
5. Should not be left on autopilot。If you leave your flow running for long periods without analyzing its performance, your nurturing won’t be effective.
6. 应该不断改进。You want to test, learn, and iterate to create an ever-better experience for your contacts.

If your automation falls into one of the “should not” categories above, don't panic. This stuff IS NOT easy. Heck, we didn’t even nail this the first time. Read on to see how you can start fixing your nurturing strategy, and how we grew our own engagement by over 1000%.

Nurturing Based on Content Topic

We’ll start by taking a quick trip back in time.

It’s 2015。你来hubspot.comand, after filling out a form, you download a social media offer, becoming a new lead in our system.

因为我们看到您已经下载了社交媒体的报价，所以我们将您注册您的培育流程，以社交媒体为重点，向您发送其他社交媒体内容，并最终试图让您与我们的销售团队预订社交媒体评估电话。

该策略对我们来说很好。30％的打开率（OR）和14％的点击率率（CTR）。

Nurturing Based on Goals

现在让我们快进2016。

We reflected on our 2015 strategy, and thought we may have gone too narrow. We know that the majority of our leads “wear many hats” or, do more than justone thingfor their company.

因此，我们旨在扩大我们的方法。我们确定了HubSpot解决的主要问题：将流量驱动到您的网站，将流量转换为潜在客户，并将这些潜在客户关闭为客户。然后，我们将所有内容提供给这三个存储桶之一。然后，当通过内容下载创建新的潜在客户时，我们将它们招募到与适当的水桶相关的养育流程中。

We appropriately named this our bucketed approach.

This approach worked well for us too. We saw an uptick in OR to 27% and CTR to 17%.

Our New Nurturing Strategy: Pick Your Own Adventure

However, moving into 2017, we still had some work to do. We realized we weremaking assumptions关于我们的领导者最紧迫的业务挑战，我们决定停止假设。

What did this look like in practice?

Well, we did something pretty crazy:

我们问。

We asked our contacts what their biggest challenge was and then contextually nurtured them to tackle that challenge. And maybe the craziest part?我们看到我们的订婚飞涨。

We call this strategyPick Your Own Adventure。这就是它的工作方式。

你来hubspot.comand, after filling out a form, download a social media offer. This action enters you as a new lead into our system.

The first email we send comes from me, and asks you what your biggest challenge is.

Let’s say, in this example, you selected "Generate More Leads".

We then send you directly to a thank you page where you can download one of our top offers to help you tackle that challenge (no additional form fill necessary).

Next, you’re enrolled in a contextual nurturing track designed to help you tackle your lead generation challenges. Here are some of the emails that follow:

最后一封电子邮件为我们的整个流量的销售团队提供了最多的会议。

Because of the relationship we’ve been building, through empathizing with your challenge, helping you address that challenge, and checking on your progress, our leads now feel comfortable enough to have a strategy conversation.

The final email of our flow goes to people who have not booked a meeting.

HubSpot Academy是一支由杰出的教育者组成的团队，其中包含整个内容，课程和认证库，致力于帮助您发展业务和职业。通过此消息，我们表明，随着时间的流逝，我们希望继续为您提供价值 - 如果您想谈谈，我们就在这里。

So how did ourPick Your Own Adventure Strategyperform?

Drum roll please …

We saw incredible success with this strategy. It’s extremely rare to see open and clickthrough rates like this.

好的，这很酷……但是1000+％来自哪里？

比较在我们中确定挑战的联系时Pick Your Own Adventure策略与那些没有的策略，我们看到参与度增加了1000％以上。

查看我们的电子邮件指标一年，我们可以看到我们的Pick Your Own AdventureStrategy performed significantly above our 2015 and 2016 strategies.

How to Launch a Pick Your Own Adventure Nurturing Strategy at Your Company

Nurturing is all about building relationships. To provide the best experience, we need to stop assuming we know what our leads’ challenges are. Instead, just ask. Then, follow up contextually to help them tackle that challenge.

要创建一个自己的冒险策略，请遵循以下简单步骤：

1. Identify your main persona’s biggest challenges.
2. Which challenges can your business solve for? You’ve just identified your “adventures”. These will be the CTAs you use in your email campaign.
3. Identify which pieces of content can help your persona tackle the challenges you've identified. If you don’t have content for a specific challenge, that’s okay. This is a great exercise to identify opportunities to create new content.
4. When new prospects enter your database, send them an email welcoming them and provide your “adventures.” I recommend providing four adventures total -- three specific, and one catch-all -- and each should be a CTA.
5. 根据铅的CTA点击，将它们纳入与特定冒险相关的独特养育轨道。如果他们没有单击CTA，请将其注册到全部选项中。PRO提示：使用HubSpot Workfrows工具，您可以轻松地使用IF/然后分支逻辑来处理此部分。
6. 一旦注册了独特的曲目，请发送一系列电子邮件，其中包含您上面概述的内容。
7. 在制作电子邮件时，请考虑提前提供价值。将前几封电子邮件集中在解决他们的挑战上。专家提示：确保确认并同情您的潜在客户在电子邮件中选择的挑战。尝试使用一些副本，例如“上次我们讲话时，您提到您最大的挑战是X。我明白了，X并不容易！”
8. Once you’ve provided value, aim for your goal, whether that's encouraging them to book a demo of your product, scheduling a consultation call, or something else entirely.
9. Collect data, analyze, and iterate.

完成构建后，请轻拍自己的背部 - 这些东西并不容易。

However, just because you’ve built it once doesn’t mean it’s done. I like to check in on my program every 30 days to collect email metrics and gauge the impact on down funnel metrics like marketing qualified leads, opportunities created, and new customers generated.

专家提示：在本月第一天的日历上进行一次经常性活动，以报告您的计划在上个月的表现。此日历事件将使您对监视性能和随着时间的改善负责。

Good luck and happy nurturing.