• AmplifyED
  • Posts
  • AmplifyED Thursday: Content for a 12mo Sale & Short+Long Email Nurturing

AmplifyED Thursday: Content for a 12mo Sale & Short+Long Email Nurturing

• 70% rethink supplier because of competitor content • What content to nurture for sales in 3, 6, 12 months • Simplifying nurturing campaigns • 365 days nurture campaign on repeat

If the shortcuts above don’t work, please scroll down

FROM ME

Next week:

I’m writing about nurturing leads and the options you have with assets to use, channels, intent, segmentation, and more.

Share this newsletter with your team.

This week:

I wrote about how to improve the long middle-of-funnel stage by building trust with prospects using relatable case studies in thought-leadership campaigns. It’s a simple framework to follow.

FOR CEOs/CMOs

Two thought-provoking research pieces to help you justify your plans

Big numbers including 90% are receptive to companies producing quality thought-leadership content; 70% led to rethink working with current supplier after reading quality T-L content from competitors.

53% consume short content like e-books; Case Studies drive 78% more likelihood to purchase in the next 12 months.

FOR MARKETERS

Two short, hands-on articles to immediately improve your marketing

A very good, and simple, guide to start email nurturing campaigns to prove the concept and get buy-in without feeling overwhelmed

From Me: A complex email nurturing set-up

Back in 2019 when I worked with Alison.com, an e-learning platform serving millions of online learners, we had daily email blasts (digest-style)  easily reaching 4M weekly sends.

I wanted to simplify this, but still drive more engagement with interest-specific nurturing.

This is what we did:

  • I analysed the daily blasts of the past 3.5 years to categorize and identify 1) high-engagement, 2) high-enrollment, and 3) high-revenue emails

  • I proposed a single stream of automated daily blasts - in a specific sequence to drive more enrollment revenue and Adsense revenue - that would last 365 days and then repeat

  • We first created 3 spin-off sequences of interest-specific nurturing emails for when a learner showed interest in a new topic. Why 3? To prove the concept

  • After the 7 to 14 days in the spin-off sequence - or after completing the course - the learner was moved back to the generic 365-day sequence.

It looked something like this:

It was a short turnover B2C approach, but If you need something complex, that’s some food for thought. Enjoy the ride!

DO YOU NEED

  • a leader for your marketing team?

  • a hand to help you form a marketing team?

  • or someone to create and execute your marketing strategy?