Sales Campaigns vs Nurture Campaigns

There are two basic types of email campaigns that businesses should have: sales campaigns and nurture campaigns. But what’s the difference between these two and which should you implement first? Sales emails and nurture emails both have their place in marketing, and it’s important to use them in the right order to get the most out of your marketing efforts.

I’ll be honest; it’s a bit like asking which came first, the chicken or the egg. The easiest way to look at it is like this: if you have a product, service, or promotion that you are launching, is new, or is upcoming, start with a sales email sequence. If you’re working on building your email list and aren’t pushing something specific, start with a nurture sequence. Here are some key things to consider for both types of email campaigns. 

Sales Email Campaigns. These are designed to close the sale. 

  • You have the intention of selling a specific product or service.
  • Start each email poking at the pain point that you can help the consumer solve. 
  • There should be no doubt in their mind about what you are selling – have a Call To Action (CTA) throughout your email. 
  • Each email in your sales sequence has the ultimate goal of selling your product or service but should have a different focus to help convince your potential customer to do business with you. 

Nurture Email Campaigns. These are designed to provide value to your audience. 

  • The purpose is to inform your customers, not necessarily sell to your customers.
  • You still include a link or button so that people can do business with you but that’s not the main point of the email.
  • Nurture campaigns build trust and help position yourself as the guide to finding a solution to the problem they have.
  • Provide valuable content to your audience – tools, tips, helpful resources, etc. 

Of course, you always want to mention that you have additional products but this is hardly strong-arm selling. This means the only information you should share is your expert advice on how you can fix what’s going wrong in your customers’ lives.

Want more? Download my Checklist for Sales Campaigns and Email Nurture Sequences!

Email marketing can be an extremely effective way to reach out to customers and promote your products or services, but it can also be difficult to get started. When you email your customers, make sure you know WHY you are emailing them. What do you want to happen to your customers as a result of reading your email? Do you want them to feel informed? Do you want them to buy from you? Knowing your goal will help you determine whether to send a sales or nurture email campaign. These simple steps will help you create a successful email marketing campaign so that you can reach your target audience and achieve your marketing goals.

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