Long Term Nurture Campaign : how to build one

By Mel Foster | Implementation

Oct 14

If you’d like to know what a Long Term Nurture campaign is, then you can read a blog about that here.

In this blog I’m going to give you step by step instructions on how to build one. I’ll throw in a few handy tips we here in Ninja Land use as our best practices.

Most Long Term Nurture Campaigns will start by using a tag applied goal. When a certain tag gets applied to someone when they sign up to your list.

This will then trigger a series of value-add Long term Nurture emails.  It’s as simple as that.

Value add emails are designed to be relevant content to inform your list. No sales, no highlighting how fab you are - pure quality content that is relevant and accessible.

What does a long term nurture campaign look like?

Your Infusionsoft Campaign will basically be a tag applied goal,. This is followed by a number of sequences containing emails, with a tag applied goal at the end -  just like the one below. 

                             

Of course there’s no hard or fast rule as to how many emails you put in each sequence. We like to keep it nice and neat by sticking to 10.

Again, the frequency of your emails is entirely up to you, but as a best practice, we’d suggest one email per week. 

So each sequence will look like this:

                         

So as you can see, the actual campaign structure is very simple.

Long term nurture campaign handy hints/best practices

Always put a soft opt out option in the bottom of your LTN emails.

People will always change their minds about things , that’s their prerogative. Which is why you should always give them the option to opt out a certain series of emails, but will allow them to carry on receiving any emails they don’t want to opt out of eg. Course emails.

This is the reason for the tag applied goal at the end of this campaign. 

Once you have created your soft opt out option put the relevant tag on there. Then this goal will pull people out of any preceding sequences, and prevent them from receiving any further LTN emails.

                              

You can read more about creating soft opt outs here.

Make your long term nurture campaign evergreen

When someone subscribes to your list, you won’t want them to miss out on any previous emails. This is why you should use delay timers as opposed to date timers.

This will ensure any new subscribers will start right at the beginning of your campaign, and won’t miss out on anything which they would do if you had used date timers.

Resist the temptation to add non evergreen content to your emails

This may seem pretty obvious, but if you’re bulk writing a block of your LTN emails, you may be tempted to add details of a special offer you’re running, or mention the fact that we’re in a certain season of the year. 

This is a no no.

Yes, these things may be relevant at the time of writing your emails. By the time Joe Bloggs has signed up to your list, then your special offer may have expired, or he may be looking out of his window at the falling snow. Wondering why the subject line of the email he has just opened reads “Welcome to summer”

Tag those link clicks

If your LTN emails contain links to videos, downloads etc… then make sure you’re keeping track of what people are clicking on. 

This is a simple process to add into the building of your LTN campaign, but will really help you out in the long run.

Simply add a tag to your link saying “Clicked on xxxxx”, so everytime someone clicks a link about a certain subject. Then you will know they are interested in that subject and can then go on to send more personalised emails.

This guideline will help you create a reliable campaign to consistently engage with your list. See the further resources below to help you navigate creating quality content for these emails!

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