On average, half of the leads in any system are not yet ready to buy right away and this is where lead nurturing comes in handy. Nurture campaigns are a great fit for businesses with a longer sales cycle and/or require an educational component in the buying process. Companies that excel at lead nurturing typically generate more sales-ready leads at a lower cost.
Triggers for Nurture Email Campaigns
1. The first email could be scheduled to go out immediately after the visitor's interaction and it could include a thank you message and information on how to contact the local sales rep.
2. The second email should be sent out 10 days later, including more specific information that perhaps is not available on your website. You could include a link to an informative video or provide competitive advantages at this point to show why they should choose to buy from you.
3. The final email could include a case study or customer testimonial to show credibility and how it has worked for your past customers. You could also include financing information if that is something you offer. This email could be scheduled for 3-4 weeks after the original interaction.