Congratulations! A lead has engaged with your lead magnet! They’ve taken your quiz, signed up for your webinar, and joined your waitlist. Things are heating up, and heading in the right direction for a conversion.
Of course, there was never any doubt when you started using ScoreApp to create transformative lead magnets, but what comes next? Well, now it’s time to make sure your lead nurturing emails are on point.
Because the reality is that lead engagement is just the first step. After that, it’s all about how you nurture that lead – how you build their impression of your business and services and guide them towards a sale.
The good news is that ScoreApp isn’t just there to help build your lead magnet quizzes or webinars. It can also inform the sort of personalised marketing that makes nurturing more effective, and help you automate responses that hit in the right way at the right time.
But why is a nurture sequence so important? Well, let’s take a look.
What is a lead nurture sequence and why is it important?
What is a lead nurture sequence? We’ve touched on this already, but it’s worth repeating (especially for anyone who likes to skip introductions).
A nurture sequence brings potential clients to the point of hitting the ‘buy’ button. You’ve used a ScoreApp lead magnet and automation to generate the lead, but they’re not always going to convert immediately.
That’s where a lead nurture sequence comes in. When you use email personalisation based on your ScoreApp data and list segmentation, you can appeal to individual leads with emails designed to maintain their interest.
That means getting in touch at specific times and following particular actions. It also means reminding them why they were attracted to you in the first place by highlighting relevant products and services, as well as tempting back lapsed leads with special offers and attention.
How long should a nurture sequence be?
Generally speaking, most nurture sequences fall between three and seven messages. It’ll change depending on your industry and audience, but we wouldn’t recommend more than three or less than seven.
With that in mind, we’re going to take a closer look at a five-part sequence.
As well as sitting nicely in the middle of the recommended range, five is the number of the most commonly used and effective emails for your nurturing sequence.
The emails we’ll be looking at are:
- Welcome and freebie delivery
- Adding educational value
- Specific product/service info
- Case studies and testimonials
- Re-engaging lapsed leads.
So, without further ado…
Email 1: Welcome and freebie delivery (immediately after action)
Trigger: Sent automatically once a lead has completed a quiz, signed up for a webinar, or downloaded a freebie like an ebook.
Subject: [Lead name], open for your free [subject] ebook!
Hi [first name]
We’re so glad you decided to download our [subject] ebook. We know how much it can help businesses [reach specific goal], and we’re excited to see how it works for you.
Just click the link to start the download, and you’ll be improving [specific issue] in no time. Here’s your access link: [freebie access link].
Still want to know more about [subject]?
Why not take a deep dive into our blog posts? You’ll find loads of great advice and information [link].
Or better yet, book a free consultation. We’d love to show you how we can help: [link].
Best
[Your name]
[Your position]
Email 2: Added educational value email (1 day later)
Trigger: Sent to a lead who has received their freebie or quiz results but has failed to engage further since.
Subject: [Lead name], want to get more from your quiz results?
Hey [first name]
It’s been a while since you completed the [x] quiz. Hopefully, you learned a bit about your business and what [service] can do for you. That’s not where it ends, though.
That’s why we’re reaching out today, to tell you this was just the first step towards [business goal].
Have you explored everything your [download/quiz results/webinar access] can do for you? Here are a few tips for maximising your success and reaching [goal] faster.
3 Expert Tips to Maximise Your Success:
- Tip 1: [Intriguing and relevant insight based on the quiz topic]
- Tip 2: [Quick but effective practical action they can take now]
- Tip 3: [A link to a resource, video, or blog post for deeper learning]
Want to see just how effective [specific tool] can be for [lead business]? Take the next step and book a demo today.
Best
[Your name]
[Your company]
Email 3: Introduce a product/service introduction (2–3 days later)
Trigger: After your initial engagement, introduce your core service or product.
Subject: [Lead name], what if you could [achieve key outcome] faster?
Hi [first name]
[Your business name] has been helping businesses like yours achieve [specific benefit] for more than [x years]. Now we want to do the same for you. How much do you know about [core product/service]?
How We Help:
✔ Service/Feature 1: [Brief benefit statement]
✔ Service/Feature 2: [Brief benefit statement]
✔ Service/Feature 3: [Brief benefit statement]
Let’s explore how we can help you reach your goals. [Book a Free Consultation]
Looking forward to connecting!
Best
[Your name]
[Your company]
Email 4: Testimonial – case study or success story (4–5 days later)
Trigger: A warm lead has shown interest but has yet to convert.
Subject: [Lead name], here’s how we helped [client name] [achieve specific result]
Hey [first name]
One of the things we love doing is helping businesses [reach specific goal]. We recently worked with [client name] to do just that, boosting [impressive statistics].
Here’s the story of how we did it:
Challenge: [Briefly explain key problem]
Solution: [How your product/service solved it]
Results: [Specific metrics or improvements achieved]
[Testimonial from client]
We love projects like this, where we can help push businesses towards [specific goal]. That’s why we want to do the same for you.
Want the same results for [company name]? Let’s make it happen. It starts by [scheduling a call].
Best
[Your name]
[Your company]
Email 5: Re-engagement/last offer (6–7 days later)
Trigger: A lead has drifted, and not yet responded or converted.
Subject: [Lead name], do you still want to [solve specific problem/improve specific metric]?
Hey [first name]
It’s been a while since you [original activity, freebie download/quiz completion/sign-up]. Do you still want to [achieve a relevant goal]?
If the answer is yes, then we still want to help you do it. To make things easier, we’ve created a [new offer/resource/webinar replay] that’s exactly what you need.
Click here to [claim your offer or book a call] and get back on the road to [improved metric].
If you have any questions, just shout. We’re only ever an email away.
Best
[Your name]
[Your company]
Make your email nurture sequence more effective with ScoreApp insights
An email nurture sequence is essential for keeping leads engaged and moving down the sales funnel. When it comes to making that sequence effective, ScoreApp is your secret weapon.
With ScoreApp, you can automate every step of the process. That not only saves your sales team time writing innumerable emails and sending them out at the best times, but it also means leads are engaged when it counts. With automation, there’s no waiting until someone gets round to it.
Automation is a great time-saver and ensures your emails have an impact, but automation’s not the only benefit of ScoreApp. The insights that come from your ScoreApp quizzes and other lead magnets let you segment your email list and inform personalisation. It’s that degree of relevance that brings real value to every email in your nurture sequence.
Knowing what matters to your leads and how to talk to them on their terms will always be a strong foundation for lead nurturing. That’s what ScoreApp can give you.
Try ScoreApp for free today, and build a lead nurturing sequence with powerful insights.
