Email nurture sequence. We all know we need one. We may even have spent time writing them or paying someone else to write them.
The question is, is your nurture sequence doing its job?The question is, is your nurture sequence doing its job? Click To Tweet
And how can you tell if it is or isn’t?
Measuring the results of our nurture sequence is an essential part of our business, and one that is often overlooked. Even by people who have been marketing on the internet for years!
The first step in measuring the success of your email nurture sequence is to define what success would be, right? I mean, if we don’t know what success would look like, we’ll never know if or when we achieve it!I mean, if we don’t know what success would look like, we’ll never know if or when we achieve it! Click To Tweet
So, defining what a successful nurture sequence will look like. Let’s start there.
A successful nurture sequence should:
- Build relationships with your subscribers, even if they aren’t buying
- Create interest in your product and service
- Allow you to communicate consistently with your subscribers
- Let your subscribers feel like they know you, and are connected to you
- Start a two way conversation between you and your subscribers
There are an almost unlimited number of ways you can do this. Regardless of how you do it, you need to be friendly. Approachable. Open. And, if you can, vulnerable.
Let your subscribers get to know you. Allow them to see who you are. You are building a true relationship with them. The more genuine you can be, the stronger the relationship you will build.
This doesn’t mean every email or article needs to be a personal expose. Quite the opposite actually. You can build that relationship by being yourself in everything you write. Your readers will be able to tell if you’re faking it.
So if you don’t know something, say so. If you’re struggling or discovering new things, share that too. It’s that transparency and honesty that will build and strengthen the connection you have with your subscribers.
It’s surprising how often I hear people tell me their nurture sequence is designed to nurture people to buy.
And while that may be a part of the goal, it is more a result of the actual goal.
If your primary focus is getting your subscribers to buy, they will sense that. They’ll feel the pressure of the sale and pull away. It will not only hamper your sales, it will get in the way of building your relationship. And that will have long term consequences.
So, the true goal of the nurture sequence is to build a relationship.
Now that you’ve defined what a successful nurture sequence does, it’s time to take a look at measuring success.
Each business is slightly different, so here are a few things you might want to measure to see how your nurture sequence is stacking up:
- Number of responses to your emails that you get
- Open and click rate on your nurture sequence emails
- Total engagement numbers over time
- Sales (while this may not be your single goal, as I mentioned, it is a result of reaching your goal)
- List growth and attrition
By tracking these numbers you will get an understanding of how your nurture sequence is working. If people are engaged and feeling connected to you they will be engaging with you on some level. They will want to stay on your list to “hear” a friendly voice. They will respond to you and click on the links that you share.
These numbers are critical to truly understanding how your emails are working. They will help you get a feel for how what your list thinks of you. They will give you a visible measurement of how connected your subscribers are to you.
How often you track these measurements is up to you, however we recommend checking them at least weekly on a basic level, and going deep into your numbers on a monthly basis. If you have a team, weekly meetings can be a great way to stay on top your numbers.
If you are solo, set a time in your calendar to look at your numbers. Make an appt with yourself that you make sure to keep. Block out the time as busy so clients can’t book time during these appointments.
I know, I know. You are nervous about turning down paying client time in favor of looking at your numbers, something you can do anytime.
The thing is, you won’t. Very few people will look at their numbers without a scheduled time to do so. That’s because there always seems to be something more important. Something more pressing.
There is very little you can do in your business that will make a greater impact than knowing your numbers. It may not feel active, or client facing, but the numbers you are tracking will define what you do with your active time. They will direct your future movements, and will tell you what you need to do the same or differently to create a larger impact.
Now that you have a good handle on your nurture sequence, what it’s supposed to do, and how to tell if you’re successful, it’s time to go do!
Take a few minutes now and block out some time in your calendar. 30 minutes once a week and an hour once a month ought to do it. Set up recurring appointments with yourself and/or your team to review how things are working, and what you need to do more or less of to reach your goals.
The next thing to do is take a look at your measurables and figure out how you are going to measure them. What information will you need access to each week and each month to be able to evaluate your success? How will you access those numbers? Do you have a plan for keeping your measurements up to date?
If not, take some time now and set that up. Set up a way to track your opens and clicks, a method for monitoring your list growth and attrition, a process for keeping track of responses you get to your emails, and of course, a system for measuring your sales.
Once you have the systems in place, and are making sure you track this data on a regular basis, you will be able to confidently answer whether or not your nurture sequence is working. And, more importantly, you’ll be able to identify areas that can be improved and begin to see immediate change.
If you’d like to meet with us to discuss your reporting and tracking systems, and get some great ideas on how you can get more actionable data out of your software, schedule a FREE, NO STRINGS ATTACHED, strategy session with us today. http://www.scheduleyou.in/dvJ3R5CKM