Nurture flows for rich, personal experiences

Personalised email messages boost all sorts of marketing communications. When it comes to lead nurturing, personalisation is key. With APSIS One, you have all the means to get to know your subscribers. That's half the battle!

Basic lead nurturing is all about keeping your prospects and customers engaged. In other words, keep a steady communication where you share insights with your subscribers: that's lead nurturing for thought leaders. Dust off your white-papers, refresh your latest statistics and share all the valuable research your subscribers want to read.

Do you want to get fancy with Profile data? Downloads, products browsed and frequent visits to read your insightful content are all indicators that your customers and prospects have a genuine interest in your brand. These indicators are more than Profile Events, they're how your visitors communicate with you.

Every time they engage with your brand, your customers and prospects send a message. Are you listening? Chances are, if they signed up to your communications, they already know what they want from you. Listen to their interests to better serve them and earn their trust.

What's your best-performing content? What about your most click-worthy products? You may not have a clear answer to these questions, but what you do know is that someone's reading, and someone's browsing. Whether they're window shoppers waiting for a discount code in their email, or industry experts learning from you, there's always a way to nurture that relationship. There you go, lead nurturing: made simple.

Here's how to do it right:

Create Marketing Automation flows with APSIS One with optimal reactions for your key touch-points:

  • Downloading content, like white papers, reports, or even coupons hint a long-term interest and trust in your offers and professional expertise.

  • Frequent browsing of your news and blog posts indicate a curiosity and sense of belonging with your business.

  • Coming to your website via your emails, whether they're special campaigns or offers, shows they're eager to shop or eager to read more.

  • Do you have a free trial? A demo? Online or in-person gatherings? Webinars? Seminars? Active participants are one of the most valuable prospects you can have.

If your prospects and customers are interacting with you at any of these levels, you have the ability to make an impact in your relationship.

Make it a great one: personalise your communications!

Key APSIS One Features

Listen for their behaviour. Don't expect one flow to cater to your entire Audience. Instead, create flows that are bringing the right Profiles at the right time. The Listen node allows you to maximise the data you collect... For example, you can listen for 5 unique page views within 10 days, 3 email clicks or file downloads in the last month, or anyone who submitted your book a demo form.

Get your Segments ready. So you already know the content, products and services you have out there, but do you know your demographics? Create handy Segments based on location, gender, and the type of interest your visitors and subscribers have shown in your brand.

Get relevant with the Email node. Send an email that adds more to the content you had in that well-performing white paper, maybe drop a discount code for that product they've been browsing so often, or why not use Product Recommendations to show them what they've been missing? You can take all these efforts even further with Segmentation, Data tags, Dynamic Assets, and other APSIS One features.

Close but no cigar? An abandoned cart is not forever. Take action on that missed opportunity by making the most out of the Abandoned Cart Event and get them back while they're still considering your offering.

Keep things interesting. Do you have a couple flows that could potentially be targeting the same Profiles? Use the Check Profile node to make sure your email doesn't compete with another email you recently sent them. If you're in their inbox too often, what's exciting and relevant becomes part of the norm, or even worse, a thing of the past.

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