I’m writing an email nurture sequence... and I thought I’d share the importance of including one in your nonprofit marketing toolbox.
A nurture sequence is an automated series of emails people receive after subscribing to your email list.
The purpose of the sequence is to welcome the new subscriber and build trust.
This is the getting-to-know-you phase of the relationship.
The new subscriber thinks they might possibly, sort of, maybe, perhaps like you. But they are not sure. You need to woo them.
Think of a nurture sequence like a first date. On a first date, you would never think of asking your date to marry you.
That action would be out of order (and creepy!). No, the marriage proposal comes much later.
During the date, though, you might tell a story from your childhood or describe what you do in your job. You know... get to know each other. See if you’re a match.
The same is true with an email nurture sequence. Asking a new subscriber to donate — or do anything significant -- is like asking them to marry you on the first date.
Each email in the sequence serves to nurture the relationship between the new subscriber and you... so that you and the new subscriber may take the relationship to the next level.
I’d love to write an email nurture sequence for you, too. Let me know if you and I may be able to work together on a project.