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The Ultimate Guide to Getting Started with Nurture Cycle

  • Updated

Table of Contents

  1. Introduction
  2. Understanding the Nurture Cycle Process
  3. How to Activate and Configure Nurture Cycle
  4. Managing Your Nurture Cycle Contacts
  5. Best Practices for Effective Nurture Campaigns
  6. Frequently Asked Questions (FAQs)

What is the Nurture Cycle?

The Nurture Cycle is an automated nurturing system designed to help you build and maintain relationships with leads and customers. By sending tailored, valuable content, it keeps your contacts engaged, nurtures their interest, and ultimately drives conversions. 

 

Why Use the Nurture Cycle?

  • Save Time: Automate lead engagement with minimal manual effort. 
  • Consistency: Ensure regular communication with contacts. 
  • Lead Conversion: Encourage potential customers to take action. 
  • Customer Retention: Support existing customers with ongoing value. 

Key Benefits 

  • Weekly, monthly, and quarterly content tailored to your audience. 
  • Customizable CTAs to align with business goals. 
  • Automated opt-out management. 
  • Compliance with anti-spam regulations.


Understanding the Nurture Cycle Process

Step 1: Activating and Configuring Your Nurture Cycle 

  • Navigate to Settings > Nurture Cycle > Activate. 
  • Select your preferred content types and contact enrollment settings. 

Step 2: Enrolling Contacts 

  • Choose between automatic or manual enrollment. 
  • Activate contacts individually or in bulk.

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Step 3: Reviewing Nurture Cycle Email Previews 

  • You will receive a preview email three days before the date of the email send.
  • Option to deactivate a scheduled email if needed. 

Step 4: Delivering Nurture Cycle Emails 

  • Contacts receive scheduled emails with valuable content. 
  • Subscribers can opt-out at any time via an unsubscribe link 


How to Activate and Configure Nurture Cycle

Activating Nurture Cycle

  1. Go to Settings > Nurture Cycle > Activate.
  2. Click Activate Nurture Cycle.

Customizing Email Content

Choose from three contact types:

  • Built to Sell Radio Episodes (Weekly)
  • Monthly Articles
  • Quarterly Webinar Invitations

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Setting Up Calls to Action (CTAs)

Calls to Action appear at the bottom of Nurture Cycle emails and can be customized for:

  • New Leads (Encouraging a meeting to be booked)
  • Existing Customers (Promoting further engagement)
  • There are 4 options to select from that can be customized:
    • Personal CTA: This must be customized and you can configure the button and link that the user is directed to (ie. Calendly link to book a meeting with you, your website, etc.).
    • Value Builder Score
    • PREScore
    • Freedom ScoreNote: If a contact has a completed assessment of the CTA that you have selected, the system will automatically insert your Personal CTA.

Managing Automatic Opt-in

  • Enable automatic enrollment for contacts completing lead forms.

Welcome Email

  • You have the ability to enable a welcome email to contacts that are activated on the nurture cycle. This email is sent automatically and can be used to provide an introduction to you and the nurture cycle process.

Deactivation Settings

  • Never: Continue nurturing indefinitely.
  • Upon Assessment Completion: Stop once Value Builder Score is completed.
  • Upon Program Engagement: Stop once the lead joins a paid program.

Compliance with Anti-Spam Regulations

  • A physical address is required in all Nurture Cycle emails.
  • Unsubscribe links are included in every email.
     


Managing Your Nurture Cycle Contacts

Contact Status Definitions

  • Active: Receiving Nurture Cycle emails.
  • Inactive: Not enrolled.
  • Completed: Reached deactivation criteria.
  • Unsubscribed: Opted out.
  • Bounced: Invalid or undeliverable email.

Subscription Management

  • Review contact status in Settings > Subscription Management.

Activating and Deactivating Contacts

  • Individually: Navigate to the contact’s profile and toggle activation.
  • Bulk: Use Bulk Action options in Subscription Management or from Contacts page.

Bulk Importing Contacts

  • Upload CSV files via Contacts > Import Contacts.
  • Choose to Activate Nurture Cycle upon import.

Managing Unsubscribed Contacts

  • Unsubscribed contacts will not receive further emails.
  • High unsubscribe rates may result in account review.
     


Best Practices for Effective Nurture Campaigns

Personalization Strategies

  • Segment contacts based on engagement levels.
  • Customize messaging to align with different customer journeys.

Segmentation Techniques

  • Group contacts based on lead status, industry, or past interactions.

Optimizing CTA Engagement

  • A/B test different calls to action.
  • Ensure CTAs are clear, compelling, and strategically placed.
  • Align your CTA with email content.

Tracking and Adjusting Based on Performance Metrics

  • Monitor open and click-through rates.
  • Adjust email frequency based on engagement data.
     


Frequently Asked Questions (FAQs)

  1. Can I customize the email content? 
  2. What happens if a contact unsubscribes? 
  3. How do I re-activate a previously unsubscribed contact? 
  4. Can I pause the Nurture Cycle? 
 
 
 

 

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