September 13, 2017

The Three Objectives of Nurture Emails

Every time you email your customer list, you have three objectives besides generating a sale:

  1. To entertain
  2. To educate
  3. To upgrade someone’s level of understanding about your subject

When you do these three things, each email builds value into your list, rather than extracts value out.

Upgrading someone’s level of thinking about what you do has the biggest business impact impact of the three, but is the hardest to do. You can only upgrade someone’s thinking once you’ve first entertained them, and second educated them.

Most marketing emails focus exclusively on education, or exclusively on nagging. Sending repeated naggy sales emails might provide a short term uplift in revenue, but it doesn’t create a healthy long term prospect database.

We all need to generate sales. But make sure you’re building more value into your list than you extract.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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